The 2024 IATA Ground Handling Conference in Reykjavik, Iceland, focused on safety, global standards, and sustainability, with an emphasis on using alternative energy sources like hydrogen. The conference uniquely addressed sustainability by highlighting not only environmental aspects but also human elements, particularly in terms of recruiting and retaining employees. Women empowerment and workforce diversity were central themes, with Menzies committing to increasing female representation in leadership positions by setting specific targets. Speakers at the conference stressed the importance of prioritizing people, offering career advancement opportunities, and making the industry more attractive to women through initiatives like flexibility and enhanced benefits. Gender equality and representation were underscored as essential for creating a workplace where females feel they can flourish and succeed. By adopting a people-first approach and promoting opportunities for women, the ground handling industry hopes to address recruitment and retention challenges effectively.