Comment: ERA on gender diversity in Europe’s rental industry

Women remain significantly under-represented in Europe’s equipment rental and construction sectors, yet their influence is steadily growing.

In construction, a sector closely tied to equipment rental, women account for just 9% of the workforce across Europe. In Ireland, the figure is 5.5%, while the UK and Germany show slightly higher representation at around 15%.

Across the rental landscape, women are increasingly stepping into leadership and specialist roles. We see many women for instance in our Sustainability Committee or in the Future Group, leading strategic initiatives that shape the future of their company. Their visibility sends a powerful message: women belong at every level of the industry.

As Carole Bachmann, ERA’s Secretary General puts it: “Discussing the role of women in the equipment rental industry is essential at a time when we face a shortage of talent and when so many women have proven they thrive in what has traditionally been a male-dominated field.

“It’s not just about showing companies the value women bring, but also about attracting women who don’t yet know our industry and making it a truly great place to work.

“Ultimately, this is about more than gender; it’s about embracing diversity and inclusion as drivers of added value for everyone.”

An industry where women thrive

At ERA, we are committed to creating an industry where women thrive. Our goal is to eliminate bias and ensure that everyone can succeed, even in traditionally male-majority environments. We want women to feel empowered, supported, and confident that workplace culture and career progression will never be barriers.

Building this inclusive environment is not only about fairness but it’s essential for the long-term sustainability of our sector as Europe’s skilled labour pool evolves.

The case for gender diversity is clear. A more inclusive workforce fosters innovation, improves decision-making, and helps fill critical skill gaps.

While women remain underrepresented, their growing presence, supported by targeted initiatives and shifting attitudes, is helping to build a more resilient and dynamic future for Europe’s equipment rental industry.