An independent study for Volvo Trucks has shown that stereotypes and inaccessible language act as barriers to recruitment for women and ethnic minority groups in relation to zero emission careers.
As part of the report, conducted by DJS Research across Scotland and the north of England, participants took part in focus groups and interviews exploring their perceptions of the industry, what shapes their career decisions, and factors that may discourage them from applying for roles in and around zero-emission commercial vehicles.
Many participants outside the industry said they found it difficult to visualise the organisations involved, the types of roles available, or potential career pathways, despite rapid progress in battery electric, fuel cell and hydrogen technologies.
Careers in heavy vehicles were often perceived as dirty, physically demanding and centred on male-dominated workshop environments.
Industry language and imagery were also seen as highly technical and unwelcoming, creating immediate barriers for those without a background in vehicle mechanics.
Volvo Trucks will use the research to guide ongoing work to strengthen early-careers engagement, simplify and broaden recruitment messaging, and support more structured routes into zero-emission vehicle roles.
Amy Stokes, Decarbonisation Director at Volvo Trucks UK & Ireland, said: “For too long recruitment in this sector has been hindered by a less diverse applicant pool, making it harder to build an inclusive workforce.
“This is a crucial topic the industry needs to address, because misconceptions, particularly among women and ethnic minorities, risk narrowing the talent pool at a time when we need to attract and retain a broader range of talent than ever.”
