Virgin Atlantic has updated its gender identity policy to remove a requirement for staff to wear gendered uniforms.
Cabin staff, pilots and ground teams will have the option to choose which uniform best represents them irrespective of their gender, gender identity or gender expression.
The change means LGBTQ+ colleagues will be able to choose either red or burgundy uniforms, depending on which best reflects themselves, according to the airline.
It is being complemented by the introduction of optional pronoun badges for staff and those travelling with the airline.
The move enables everyone to clearly communicate and be addressed by their pronouns.
Passengers can ask for their preferred badge at check in or in the Virgin Atlantic Clubhouse.
Ticketing systems have also been updated to allow for those who hold passports with gender neutral gender markers to select ‘U’ or ‘X’ gender codes on their booking as well as the gender-neutral title, ‘Mx’.
Currently citizens from a small number of countries including the US, India and Pakistan, are able to hold these passports and travellers must travel on the codes that match their passport.
Virgin Atlantic is implementing a longer-term plan to amend communication preferences to ensure customers are addressed by their preferred pronouns across all touchpoints in lieu of passports with gender neutral gender markers being available for all.
Mandatory inclusivity training will cover all levels across Virgin Atlantic and Virgin Atlantic Holidays as well as inclusivity learning initiatives for tourism partners and hotels within destinations such as the Caribbean “to ensure all our customers feel welcome despite barriers to LGBTQ+ equality”.
The latest initiative follows a decision in 2019 to offer cabin crew the choice whether to wear make-up as well as the option to wear trousers and flat shoes. More recently the airline lifted restrictions around allowing visible tattoos for crew members and front line staff.
The announcement comes as a poll of 2,000 respondents found that enabling employees to express their true selves at work boosts happiness (65%), increases mental wellbeing (49%), creates a more positive workplace culture (36%) and provides a better experience for customers (24%).
Employees also reported feeling more accepted and comfortable when able to be their true selves at work (26%) and an increased sense of loyalty to their employer (21%).
Despite these positive benefits, a quarter of people have felt pressure to hide their true selves at work, with 13% feeling uncomfortable making requests that enable them to express who they really are.
Staff have dressed differently (30%) or in clothing they are not comfortable in (15%), changed the way they style their hair or makeup (22%) and covered up parts of their personality (38%) all in an attempt to fit in, according to the airline’s research.
Chief commercial officer Juha Jarvinen said: “We believe that everyone can take on the world, no matter who they are. That’s why it’s so important that we enable our people to embrace their individuality and be their true selves at work.
“It is for that reason that we want to allow our people to wear the uniform that best suits them and how they identify and ensure our customers are addressed by their preferred pronouns.”