THE WHAT?  United Airlines appointed Estee Lauder executive Michelle Freyre to its board of directors, marking a notable step in diversifying the board’s expertise and gender composition. The addition of Freyre, recognized for her significant experience in business and product strategy, aligns with United’s aim to enhance its strategic vision while maintaining its heritage.

THE DETAILS Michelle Freyre’s career, highlighted by her roles at Clinique, Origins, and Johnson & Johnson, showcases her proficiency in brand modernization and leadership, making her a valuable asset to United’s board. Her appointment brings the total number of women on United’s 14-member board to five, reflecting a broader trend in the airline industry towards gender parity and diversity in governance.

THE WHY?  United Airlines’ initiative to include more women in its board and leadership positions mirrors a wider industry effort to overcome its traditionally male-dominated image, with the “25by2025” initiative spearheaded by the International Air Transport Association aiming to increase gender diversity. This push towards a more inclusive and diverse leadership structure is seen as essential for fostering innovation and resilience within the airline sector, marking a significant shift in corporate culture and strategy.