What can aviation brands do to attract Gen Z talent to the industry?

The aviation industry workforce is aging, and Generation Z – the generation born between 1995-2012 and currently entering the workforce – does not have the industry at the top of its wishlist when it comes to choosing a preferred career path.

According to US-based global management consulting firm Kearney, the Baby Boomer generation, born between 1946-1964, is aging out of the aviation workforce, birth rates have fallen, and net immigration has dropped in the United States.Consider the below data which depicts the average age of workers in the aviation industry.

Gate agents – average age 45 (from Zippia)

Flight attendants – average age globally 49, and 74% of those are over 40 years of age (source: 2023 study by the International Air Transport Association – IATA)

Aircraft technicians – average age 54 (from the Aviation Technician Education Council)

Juice Flair / Anton Watman / Tyler Olson / Shutterstock.com

The World Economic Forum (WEF) has projected that Gen Z will make up around 27% of the global workforce by 2025 and 31% by 2035. 

Based on an October 2024 article by CEO Today, the top career choices of the Gen Z population are: Corporate Recruiter, Marketing Manager, Social Media Manager, Financial Services Agent, and Web Developer. 

Interestingly, a September 2023 study conducted by business intelligence company Morning Consult found that 57% of the Gen Z population in the US would like to become a social media influencer if given the chance.

The declining popularity of the aviation industry

The days when travel and aviation were seen as illustrious careers are well behind us, a shift that was predominantly caused by the COVID-19 pandemic. While many industries were hit hard by the global health crisis, it was aviation that bore the most devastating consequences.

Almost 2.3 million jobs in aviation worldwide were lost, staff shortages, which began pre-pandemic, were at an all-time high. Remaining staff were overworked and underpaid, not to mention subject to abuse from unruly passengers, both in the air and on the ground. 

Aside from witnessing these repercussions, Gen Z already appeared to hold increasingly negative perceptions about the aviation industry, even prior to the pandemic.In September 2022, the World Aviation Festival recognized the following issues stopping Gen Z from pursuing careers in the industry. 

Lack of diversity. In Europe and the US, the aviation industry has a long-standing reputation for being white and male-dominated, with research suggesting that women and people of color were less likely to apply for jobs within the industry.   
Requirement to have money. A 2021 report by the UK Government’s Department for Transport (DfT) found that young people were under the impression that to be a pilot, they needed to be rich to afford flying school.
Instability. The pandemic played a great part in demonstrating that the aviation industry can be unstable, leaving young people opting for other career options.
Environmental impact. The report found that the younger generation are aware of aviation’s overall impact on climate change and this is posing as a deterrent in attracting young talent in the industry.
Women in Aviation International-Singapore (WAI-SG), a non-profit organization that strives to empower students and young women to pursue rewarding careers in aviation, told AeroTime about the current challenges surrounding employment in aviation. 

“Training costs and duration can be seen as barriers, as they require investments of time and money. Misconceptions about the nature of aviation work, often seen as demanding with unsociable hours, may deter candidates,” said WAI-SG Vice President Mabel Kwan. 

Kwan also said that perceptions of pay in entry-level roles might not align with expectations. She added that compounding these challenges, other industries, especially tech, often appear more dynamic and flexible, thus more appealing to Gen Z.

Gen Z Career Day: an effort to make aviation more appealing to students

Given the state of young people’s impression of the industry and tendency to choose other careers, what can the aviation industry do to attract the next generation?

“Addressing these challenges requires deliberate strategies to communicate the rewarding and varied career paths in aviation,” Kwan said, adding that WAI-SG is continually working with its corporate members and key players in the industry, such as the Civil Aviation Authority of Singapore (CAAS) and educational institutions, to spread awareness of working in the aviation industry and dispel some of these perceptions.

WAI-SG recently held its first ever Gen Z Career Day in Singapore to bring together industry leaders and students to explore diverse career opportunities in aviation.

Women in Aviation International – SingaporeThe career day was held on January 24, 2025 at the Singapore Polytechnic Convention Centre and was attended by more than 330 students, with 17 participating corporate partners. 

The afternoon’s session included:

• Keynote sessions by industry leaders

• Career fair featuring major aviation industry players

• One-hour speed mentoring session with industry professionals

• Dedicated networking hour

WAI-SGThe event’s opening speech was given by Ms Poh Li San, Member of Parliament for Sembawang GRC and Senior Vice President at Changi Airport Group, who said: “Gen Z has the passion and creativity to shape the future of aviation, and we are here to inspire and empower them to unlock their potential in this dynamic field.”

AeroTime was given the opportunity to talk with Mabel Kwan, Vice President, Women in Aviation Singapore Chapter, to discuss the organization’s efforts in attracting not just women, but young people, to join the aviation industry.

WAI-SG’s Mabel Kwan Setting up young women and students to pursue careers in aviation

Kwan said that since the launch of WAI-SG in 2021, the organization has observed an increase in interest from young women and Gen Z in exploring aviation careers, and this is mostly from the initiatives and programs the group has created.

“We have created our platform around touch points to support women at each stage of their journey and career,” Kwan said, expanding on the three touch points:

Outreach to create awareness and remove stigmas through school education and the organization’s Girls in Aviation Day (GIAD) and Gen Z-focused Careers in Aviation (CIAD) events.
Creating the talent pipeline through WAI-SG scholarships, Gen Z Aviation Career day and Girls in Aviation Day events.
Leadership development through mentorship, networking and continuous learning programs. 
WAI-SG“We also feature profiles of women in aviation on LinkedIn, highlighting those with both long-term and recent industry experience. These women share their journeys and achievements, offering relatable and motivating narratives,” Kwan said.

“Additionally, we participate in panel discussions at conferences and networking events, where we showcase the diverse roles within aviation,” Kwan further said, adding that the visibility promotes the sector’s breadth and opportunities available to young women.

The initiatives and events are proving to be effective. “Our Girls in Aviation Day (GIAD) and Gen Z-focused Careers in Aviation (CIAD) events have seen remarkable growth,” Kwan said. 

Participation surged from 100 attendees in 2022 to more than 500 in the organization’s most recent GIAD event. The group’s inaugural Careers in Aviation Day (CIAD) attracted more than 300 participants, 52% of which were young women. 

“This growth reflects a progressive shift in interest and curiosity in the industry,” Kwan said.

The Gen Z CIAD day in January 2025 piqued the interest of attendees, encouraging them to explore specific fields in the aviation industry.

“I’m keen to explore the financing and leasing side of the aviation industry, things like leasing aircraft to airlines or private jets to corporations. It’s a fascinating B2B sector that operates behind the scenes but plays a crucial role in keeping the industry running,” said Ryan, an Air Transport Management undergraduate from Singapore Institute of Technology (SIT), who attended the event.

WAI-SGMyat, an Aeronautical Engineering student from Singapore Polytechnic (SP), shared that the event had opened her eyes to the growing presence of women in the aviation industry. 

She said: “In the past, it [the aviation industry] felt like a quieter space, often seen as male-dominated. But being here, especially hearing about Changi Airport Terminal 5 and future developments, I realized that there are so many opportunities for women and future generations who are passionate about aviation.”

Keeping aviation companies and industries involved 

WAI-SG also actively keeps relevant companies involved in its programs, providing information session days and events to encourage young people to explore the industry.

“We foster corporate engagement in several meaningful ways through our corporate membership program. This includes our flagship Cross Industry Mentorship program, where companies can nominate employees as mentors irrespective of gender and female staff as mentees,” Kwan said. 

WAI-SG’s second batch of mentorship program. Photo: WAI-SG “Corporates are also actively involved in our GIAD and CIAD events and co-host networking events, complete with presentations and panel discussions. Furthermore, we collaborate with companies on Learning and Development initiatives, such as communication and confidence-building courses,” Kwan shared.

WAI-SG LinkedInIn September 2024, WAI-SG partnered with the Airbus Asia Training Centre (AATC) as part of its Project Give Flight (PGF), a community engagement initiative that aims to inspire and educate young students from WAI-SG’s outreach program about career opportunities in the aviation industry.

Another significant event held by WAI-SG in 2024 was its collaboration with the Republic of Singapore Air Force (RSAF) to create an inclusive platform where women in the RSAF and across the aviation industry could forge connections and gain valuable insights.

WAI-SG LinkedInTalks and presentations at the event explored crucial topics such as conquering imposter syndrome, excelling in male-dominated workplaces, and standing up for yourself with empathy and boundaries.

According to Kwan, the events and initiatives have sparked interest among the younger generation across a variety of aviation fields that go beyond traditional roles like pilots and flight attendants. 

WAI-SG LinkedIn“We’ve promoted awareness in sectors like airport operations, aircraft design, and manufacturing. There’s also growing curiosity about roles in aircraft leasing, contracting, revenue management, and aviation IT. Ground handling and travel agency work are also drawing attention,” Kwan said.

Other specified fields that WAI-SG promotes are areas like sustainability research and the design of airline crew uniforms. Kwan said that the organization aims to show the industry’s multidimensionality to illuminate the vast opportunities available, encouraging a more diverse influx of talent.

Plans for 2025 and beyond 

Kwan said that WAI-SG plans to continue its mentorship program, establishing more structured pathways for young women entering the industry.

“Strengthening our collaborations with educational institutions and corporations will remain a priority, fostering deeper connections and internship opportunities. We’re also committed to increasing our outreach efforts in addition to GIAD, CIAD & our scholars programs, using digital platforms to inform and attract diverse talent pools,” Kwan explained.

The organization will also work with CAAS on joint outreach programs following a Memorandum of Understanding (MoU) signed by both parties in 2024. 

Another key focus is sustainability. 

“We aim to support initiatives that drive eco-friendly practices in aviation,” Kwan said. “Through these efforts, we hope to significantly impact diversity and inclusion in the aviation sector.”

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