Rail’s image problem threatens the industry’s ability to overcome the challenges it faces, with a burgeoning skills shortage exacerbated by its struggles to attract younger workers. Tens of thousands are expected to leave the industry in the coming years, adding to its problems.
Writing for Passenger Transport, Intuitive Founder and CEO Nina Lockwood calls on UK rail to change the narrative – not by glossing over its problems, but by reframing how the sector’s value and potential are communicated, and how to reach those who currently don’t see a career in rail as being a viable option for them.