At the afternoon session of IATA Global media days event, Jane Hoskisson Director, Learning & Development made a speech on about 25 by 2025 program.

25by2025 is a global initiative to change the gender balance within the aviation industry as an initial step to making the aviation industry more gender balanced. 25by2025 is a voluntary campaign for IATA member airlines to improve female representation in the industry by 25%, or up to a minimum of 25% by 2025.

Within the campaign, the airlines will report annually on key diversity metrics,increase the number of women in senior positions and under-represented areas and female nominations from their airlines for IATA governance roles to a minimum of 25% and work with IATA to increase the number of women appointed to IATA governance roles to a minimum of 25%.

IATA commits to create a forum for sharing best practices and collate industry metrics in an annual update, will increase the number of women in top senior positions , participating at events, panels and conferences to and appointed to IATA governance roles to a minimum of 25%.

Initially 3 airlines; Qatar Airways, Lufthansa and China Eastern joined to the programme in September 2019 . As of December 2019, 59 airlines covering Turkish Airlines and Pegasus Airlines have joined the campaign which seeks to address gender balance in civil aviation. These 59 airlines that have currently committed to 25by2025 represent 30.24% of passenger traffic, covering both traditional and low-cost airlines. The initiative has resonated around the globe, with signatories coming from all continents; Europe (36), followed by Asia-Pacific (10), the Americas (7) and Africa & Middle East (6).