Elevate Aviation


ESWA is a three-year project uncovering why more women do not consider aviation as a career for economic security. 

Elevate Aviation, along with industry partners from all over Canada, collected data from key demographics including teachers, guidance counsellors, high school and post secondary students, air cadets, and the general public to determine the level of awareness about aviation careers. Data collected during the study is being used in aviation companies all across Canada, with a long-term goal of a gender balanced industry and combatting the worldwide aviation shortage.

Additionally, surveys and focus groups were conducted within the industry to determine the inclusivity within a wide range of careers. This data is important to ensure women aren’t feeling harassed, excluded, or segregated in the workplace.


What is stopping women from entering aviation? In this stage of the project, we identified root causes for the gender imbalance through surveys, focus groups, and research.


In this phase we worked with our partners to identify the true needs of their organizations, determine how to best take strategic action and develop an implementation plan.


Using our recommendations and key messaging, new recruitment and inclusivity actions can be taken to attract women to the industry, closing the gender gap.

Project Objectives

  1. Use data and statistics gathered from inside and outside the aviation industry to develop an action plan addressing the gender imbalance in aviation and to increase economic security for women.
  2. Implement and ensure accountability of that action plan by working directly with aviation companies.

Our Partners

Our Economic Security for Women through Aviation (ESWA) Partners are an integral resource in our project mission to find the root cause of why women are not finding careers in aviation for economic security.

With their help we are able to have direct access to thousands of aviation employees across the country to conduct surveys and focus groups to identify barriers and gather information.

Air Canada is Canada’s largest domestic and international airline serving more than 210 airports on six continents. Canada’s flag carrier is among the 20 largest airlines in the world and serves more than 50 million customers each year.

Since the company’s founding, Air Inuit has endeavoured to enhance the lives of Inuit people throughout Nunavik by supporting community organizations, educational programs, athletic training and cultural events. It has also been active on the world stage through its participation in international organizations such as the Inuit Circumpolar Conference (ICC), where Inuit people from other northern constituencies meet to discuss matters of mutual interest and concern. It remains the company’s firm intention that Inuit culture and language be preserved and allowed to flourish.

The Cadet Program is a national program for young Canadians aged 12 to 18 who are interested in participating in a variety of fun, challenging and rewarding activities while learning about the familiarization activities of the Canadian Armed Forces. They make valuable contributions to Canadian society on a daily basis in terms of environmental, citizenship and community activities while also learning valuable life and work skills such as teamwork, leadership and citizenship. Through the Cadet Program, the Government of Canada is investing in today’s youth and Canada’s future.

Carleton University is recognized internationally as a leader in aerospace education and research, with renowned achievements and firsts in the fields of aerospace and aeronautics. Carleton Aerospace is one of the largest and the most comprehensive academic aerospace research programs in Canada with a wide range of unique, state-of-the-art research facilities.

The Canadian Air Traffic Control Association (CATCA) is first and foremost a trade union representing all Air Traffic Controllers in Canada. Their most important role is collective bargaining with NAV Canada, Serco, and Transport Canada. They work closely with their members to understand their needs, and are guided by their voices.

The Canadian Council for Aviation & Aerospace (CCAA) is dedicated to ensuring the Canadian aviation and aerospace industry has enough workers with the right skills to meet industry needs. CCAA works with all segments of the industry to develop tools and solutions for specific skills and demographic needs of the industry. CCAA has two main areas of focus: skills development and industry demographics (supply and demand for particular skills).

The Canadian Owners and Pilots Association was founded in 1952 to speak as the unified voice for general aviation in Canada. Since then, COPA has grown to meet the ever-changing needs of the Canadian aviation community and became the recognized voice of general aviation in Canada. The COPA Flight Safety Foundation, founded in 1973 to promote flight safety in the field of general aviation, collects donations from across the country to sponsor COPA’s safety-related initiatives, including the COPA Neil J. Armstrong Scholarship.

Jazz Aviation LP is a Canadian regional airline based at Halifax Stanfield International Airport in Enfield, Halifax Regional Municipality, Nova Scotia, and is a wholly owned subsidiary of Chorus Aviation. Jazz Aviation provides regional and charter airline services in Canada and the United States, primarily under contract to Air Canada using the brand name Air Canada Express, and also as Jazz Charters.

NAV CANADA owns and operates Canada’s civil air navigation service (ANS). They manage 18 million square kilometres of Canadian and oceanic airspace. With 40,000 customers and 3.3 million flights a year, they are the world’s second-largest air navigation service by traffic volume.

North Cariboo Air is an airline based in Alberta and British Columbia, Canada. It operates charter flights primarily for the oil and gas industry, as well as executive and general charter services, including sports teams and leisure groups both within and outside Canada.

Porter Airlines is a regional airline headquartered at Billy Bishop Toronto City Airport and operates regularly scheduled flights between Toronto and locations in Canada and the United States using Canadian-built Bombardier Dash-8 Q 400 turboprop aircraft.

Transport Canada is responsible for transportation policies and programs. It promotes safe, secure, efficient, and environmentally-responsible transportation. Transport Canada reports to Parliament and Canadians through the minister of Transport. It works with its portfolio partners, other government departments and jurisdictions, and industry to ensure that all parts of Canada’s transportation system work well.

One of Canada’s most admired and respected corporate cultures, flying to more than 100 destinations in Canada, the United States, Europe, Mexico, Central America, and the Caribbean. WestJet is currently the second-largest Canadian air carrier.


zag is an Edmonton-based strategic marketing firm that develops solid marketing strategies backed by graphic design, creativity, digital presence and client communication for clients across Canada and the United States.

Contribution Funding

Funding in the amount of $426,410 to Elevate Aviation was announced at the Edmonton International Airport on May 4, 2018.

Minister of Status of Women, Honourable Maryam Monsef touring the Edmonton Air Traffic Control Tower with Elevate Aviation.

The Honourable Maryam Monsef, Minister of Status of Women Canada and Randy Boissonnault, Member of Parliament for Edmonton Centre made this announcement. Two other grant recipients were on hand (APEGA and the Calgary Immigrant Women’s Association) as the Minister discussed the importance of building economic security for women through this funding.

The funding from the Status of Women Canada, a federal government organization that promotes economic, social, and democratic equality for women, will go towards a three-year project completely orchestrated and managed by Elevate Aviation. The project is called “Creating Economic Security for Women through Aviation”.

Elevate Aviation’s mission is to help women thrive and succeed through aviation. “Through this funding, we will be able to help more women achieve economic security through successful careers in aviation. Supporting women as they pursue their dreams in aviation is our mission, and with this funding, we will be able to continue to make a difference in the lives of women in Canada.” Kendra Kincade, Founder and Chair of the Board of Elevate Aviation.

“When women are without good jobs and stable incomes, we all bear the costs and consequences. Investing in the middle class and those working hard to join it means investing in women’s economic security so they, their families and their communities can prosper. Our government knows that when we invest in women, we strengthen the economy for everyone, and that’s why these projects are so important: they are creating the right conditions for women to thrive in their careers – and their lives. By funding organizations that will target the barriers holding women back, we are ensuring that all Canadians – regardless of gender – have a real and fair chance at success.” -The Honourable Maryam Monsef, P.C., M.P., Minister of Status of Women

Any questions or comments may be directed to kendra@elevateaviation.ca or laura@elevateaviation.ca.