Deputy PCC praises Think Pink and Nottingham City Council's aim to empower women into taxi driving

This new partnership represents a significant step forward in addressing gender imbalance within the taxi industry, while also providing women with a flexible, meaningful career.

Working in collaboration with DG Cars since 2023, Think Pink has already begun transforming the landscape in Nottingham, where currently only 6% of taxi drivers are women. Through targeted support, training, and community-building, the initiative has successfully helped women not only enter the profession but sustain long-term careers, with drivers now thriving after more than two years on the road.

Deputy Police and Crime Commissioner Angela Kandola said: “This is a fantastic initiative that not only creates new opportunities for women, but also plays an important role in helping women and girls feel safer when travelling.

“We know that feeling safe in public spaces and when using transport is a key concern for many women, and increasing the number of female taxi drivers can make a real difference to confidence and reassurance.

“It’s also about breaking down barriers, supporting women into flexible, sustainable employment and showing that this is a profession open to everyone. I’m proud to support partnerships like this that strengthen both safety and opportunity across Nottingham.”

Jenny White, one of the first Think Pink drivers who has now been driving for over two years, describes the impact as life-changing: “I really love my job. I started at 25 as one of the youngest drivers, and it has completely transformed my life. The support I’ve received, and the Think Pink community of women drivers is just incredible. I regularly receive cards and gifts from passengers who are grateful to have a woman driver”

Jenny’s dedication and professionalism were recognised nationally when she won the prestigious Professional Taxi Driver of the Year Award in 2025

Emma Potts, has been a Think Pink driver for just over a year, and volunteers as a Think Pink mentor offering one to one support to new Think Pink drivers sharing her experience with other women through the Nottingham Job Centre.

“Being your own boss and able to work hours around my young family is so important for me. The earning potential is there if you want it. I enjoy mentoring new drivers because it really helps, especially when women first get on the road to feel a valued member of our Think Pink community ”.

Mary Storrie, Founder of Think Pink explains ‘We need more women role models on the road’ “A Brillant day for our city! Think Pink drivers licensed with Nottingham City Council can now be identified in and around Nottinghamshire. A pink stripe with a pink smiley face logo on the wing mirrors, helps passengers easily recognise a woman driver as the vehicle approaches, building trust for passengers and giving visibility for women drivers. Through our partnership, Think Pink will be helping women drivers every step of the way to gain their Private Hire Licence with Nottingham City Council. We aim to remove barriers, ensuring access and ongoing support through our strong community of Think Pink drivers.

James Knox, Integrator at DG Cars, added: “We are actively recruiting women drivers in partnership with Think Pink to create meaningful opportunities for local women to join our growing community. This initiative is not only about increasing numbers but changing perceptions of what a taxi driver is through fostering a supportive and inclusive environment, where women can succeed.”

Councillor Corall Jenkins, Executive Member for Neighbourhoods, Waste and Equalities, said: “We’re really pleased to be working in partnership with Think Pink, DG Cars and local partners to help create more opportunities for women in Nottingham.

“This initiative is about breaking down barriers and opening up access to a flexible and rewarding career in an industry where women are still underrepresented. By supporting more women into taxi driving, we’re not only helping individuals build sustainable livelihoods, but also creating a more inclusive and diverse service for our citizens.”

Councillor Audrey Dinnall, Ward Councillor for Leen Valley and former Chair of Licensing, has hailed a defining moment for women drivers supported by the Think Pink initiative take a major step forward in securing licences through Nottingham City Council.

Building on foundations laid between 2022 and 2025, Cllr Dinnall was instrumental in convening early strategic discussions between licensing authorities, regulatory partners and Think Pink—conversations that have now translated into tangible progress for women entering and advancing within the trade.

Cllr Dinnall said: “This is exactly the kind of meaningful, lasting change we set out to achieve. During my time as Chair of Licensing, I was determined to open doors and create pathways for women in what has traditionally been a male-dominated sector. To now see Think Pink drivers progressing through licensing with Nottingham City Council is immensely rewarding. I am so proud ”

Having worked closely with Mary during her time as Chair, Councillor Dinnall emphasised the significance of sustained partnership working in reaching this point.

“The journey has been built on trust, collaboration, and resilience. Think Pink has consistently demonstrated the value of empowering women not only as drivers, but as leaders within their profession.

Cllr Dinnall concluded: “This is a proud moment for Nottingham. It shows what can be achieved when leadership, community ambition and opportunity align. We are not just witnessing progress—we are shaping the future of the trade.