Thank you.
We actually did the research on this. We did research on what millennials think of our industry and what would attract them to our industry. What we learned through that research is that there is a pool of workers who are interested in working in trucking and logistics and we just need to reach them better.
We need to reach them where they're most comfortable: on social media. The Canadian Trucking Alliance is embarking on an image campaign to address those issues by reaching them in those places and highlighting the themes that we know will resonate with them by promoting those positions that could offer more work-life balance and freedom on the road and addressing up front some of the concerns around our environmental impact. We're really working to better connect with them. That is one example.
As I mentioned earlier in terms of bringing them in, we also know that the cost of training is a barrier. As we learned through that research, we're losing that pool of young workers who would be interested in our industry to other industries like construction and like-minded occupations, because they could start working tomorrow in construction and they wouldn't have the barrier of the training costs that our industry poses.
In terms of women, we're embarking on new research to better identify how we can bring in more women. I did present that one example of women who were coming in as courier drivers. We have seen a large courier company adopt that model. It's a small number of women they're bringing in as truck drivers, but it's something that's working. I think we need to continue to look at these approaches.
The other one I will mention with young people and women is that we need to be upfront and address the myth that trucks will be driving themselves. Clearly, they're not driving themselves. We need to address that and ensure everyone is aware that this is a viable occupation for the next long time. I can't say exactly how much, because technology may come in, of course, but it certainly is a viable occupation over the longer term.