Breaking down gender barriers
It’s official: the Colatriano Group supports the GIRLS WANTED initiative. That means supporting equal opportunities, new perspectives, and a corporate culture that values talent over gender. In this interview, Tania Colatriano explains why inclusion is anything but an image project.
Why did your company decide to back the GIRLS WANTED project??
The lifting and construction machinery industry is going through a profound technological change, all while still being so deeply tied to outdated social models. We decided as a company to support the project because we are convinced that a company like ours grows not just by actions like acquiring technologically advanced cranes, but more importantly by developing its human capital. We can no longer turn our heads to the fact that much of our industry’s potential talent is marginalized simply because of cultural influence. For us, supporting this project means positioning ourselves as pioneers of change, but it’s a change that is already underway. We’re convinced that the construction industry needs new energy and different perspectives if it’s going to continue to grow.
What does the motto “Talent over Gender” mean for you at a personal level, and what does it mean for your company?
As a company, this motto challenges us to combat stagnation. At the same time, it serves as an ethical and professional call to action. In a technical environment like ours, precision, problem-solving skills, and accountability are what count – all qualities that have no attachment to gender.
On a personal level, this motto is something of a “performance compass” for me: our selection and internal development processes should be gender-blind and competence-oriented. We want every employee to feel that they are evaluated on the basis of the value they add, and nothing else. By breaking down gender barriers, we release energies that were frequently blocked in the past by invisible prejudices.
How important is it for you to show girls and young women new career prospects??
This is important orientation work that must begin in school, where girls are still not given equal access to STEM (Science, Technology, Engineering and Mathematics) subjects and technical careers. If young women today do not see crane and construction equipment rental careers as an option, it is simply because they’ve never been shown the path. Making these prospects transparent means breaking down the misleading image of our industry as “dirty and physically demanding” and showing what it really is: a sector that thrives on technology, data, and strategy – all areas in which young women can excel.
Why did you choose to use the GIRLS WANTED container for one of your projects??
I really appreciate what the container stands for – it’s a symbol of logistics and the construction site, and a physical embodiment of change. Showing it at our event and turning it into an awareness-raising project was, in my opinion, a symbolic and powerful gesture. I wanted the message to be visible and to take up space, not just remain an idea on paper. This is our way of saying that inclusion is an open construction site, and we are the first to provide the necessary equipment.
What role did the container play for the Colatriano Group as a space for dialogue, meeting, and raising awareness?
The container is as a catalyst: its presence alone makes us to pause and reflect. It is a space for getting to know our industry. It is a space for dialogue where stakeholders at all levels – managers, customers and partners – can exchange ideas and share their experiences. It is a bridge between the company and the outside world. It is a visible sign for us of our corporate culture and shows that the sale, rental, and service of construction machinery can be open and innovative.
What were the reactions to the container and the project as a whole?
A lot of our customers and partners saw the initiative as a sign of great entrepreneurial maturity. The neon sign acted as a wake-up call: it raised questions and, more importantly, instilled a sense of pride in our female employees – they felt part of a shared narrative.
What about Daniela Niederstätter’s presentation left an impression on you? What was the message that resonated with you?
I was impressed by her uncompromising point of view. Daniela didn’t talk about theory, but about corporate reality as it is lived. As a representative of the second generation of a company that embodied these values early on – and founded 50 years ago by a woman – Daniela made it clear how much still needs to be done to deconstruct habits that have been entrenched for decades. Her use of the idiom “A fish rots from the head down” as something that really resonated with me: if we as CEOs are not the first to believe in a culture of inclusion and actively demand it, change will always remain superficial. Her commitment is a display of entrepreneurial courage that I immediately adopted as my own.
What role do you think companies can play in promoting equal opportunities?
We as a company cannot wait for society to change on its own – we must take responsibility for ourselves and create equal opportunities through our selection processes, our compensation policies, and our internal culture. For us as a company, promoting diversity means ensuring that leadership is willing to value every idea, regardless of whose head it comes from..
Does the Colatriano Group plan to support other social or education-related initiatives in the future?Absolutely yes. My commitment to GIRLS WANTED is not a one-off event, but the beginning of a journey. Our company will continue to invest in projects that connect education and the working world. We want the Colatriano Group to be known not only for the excellence of its machines, but also for its contribution to the development of the industry and the region by promoting new generations and talent.
What is the importance for you in actively supporting projects like GIRLS WANTED?
A diverse team is more resilient, more creative, and better equipped to respond to the challenges of a global market, and that’s what getting involved with projects like GIRLS WANTED works towards building. That said, getting involved is a bold move for anyone running a business in today. Motivated by the same spirit, Daniela and I have also teamed up with other Assodimi board members to launch a project within the association: “Girls Wanted in Rental”. This project is driven by the same conviction – that only knowledge can help us overcome prejudices and stereotypes – and for this project we will adopt an approach that involves all Assodimi member companies.