Exploring purpose and accessibility with Avanti West Coast
At Avanti West Coast, connecting major cities across the UK is only part of the story. As one of the UK’s leading train operators, the company also sees itself as a purpose-driven employer with a responsibility to create a more inclusive, accessible and future-ready rail industry.
In partnership with The Purpose Coalition, Avanti invited Purpose Lab students from further and higher education institutions across the UK to contribute their ideas on how to make that vision a reality.
The sessions gave students a first-hand look at Avanti’s mission and values, as well as the scale and variety of career opportunities available - from frontline roles to digital innovation, HR, engineering, sustainability and beyond. Avanti West Coast shared how purpose underpins decision-making, with social mobility, accessibility and community engagement woven into the company’s commercial strategy.
Students responded with reflections on the values they expect from a modern employer, and the importance of embedding inclusion in every part of the organisation.
The second session focused on accessibility and employment for people with disabilities, both within Avanti’s workforce and across the rail sector. Avanti West Coast described how reasonable adjustments are offered at every recruitment stage, how disability awareness is built into training for all new starters, and how lived experience informs product design and service delivery.
Students explored the practical and cultural barriers that remain - from inaccessible recruitment processes to rigid shift patterns - and identified ways to make the rail industry more attractive and inclusive for disabled candidates.
Across both sessions, several priorities emerged. Students called for inclusion to be felt in workplace culture as much as it is measured in statistics. They highlighted the need for targeted outreach to underrepresented groups, structured development pathways, and visible role models to inspire confidence in potential applicants.
Students also encouraged Avanti to continue co-designing infrastructure and services with people who have direct experience of disability, ensuring accessibility is built in from the outset.
Suggestions ranged from expanding flexible and remote working options to building stronger links with schools, colleges and disability organisations, and creating dedicated recruitment campaigns for underrepresented groups. There was also a clear emphasis on authentic communication - sharing real stories, engaging with diverse communities, and demonstrating that inclusion is part of the company’s DNA.
