Social Sustainability in a Gender-Biased Occupation

This paper discussed construction industry’s ongoing battle with gender equality. Growing awareness of social sustainability responsibility has led to the mounting importance of human resources in the organisations. One perspective involves the focus on gender equality. Today women’s participation in the construction industry is still low except in times of acute labour shortages. This disproportionate gender distribution leads to the construction industry losing competent and skilled resources. The study aim is to identify challenges faced by women employed in the construction industry, factors that make them stay (pull factors) and factors that make them leave (push factors). To achieve this aim, a quantitative study was adopted. A web-based questionnaire was sent out via social media. The web-based questionnaire was open for 3 months, and a total of 124 women had responded. In general, the majority of results from the study are in agreement with the literature. The strong pull factors identified are as follows: interesting and challenging work and good work relations. The push factors are as follows: not the dream job, unsuitable job, poor working conditions/environment and offensive behaviour. The output of this study is the practical strategies on how to attract and retain women in the construction industry: improvement of image through marketing; exposure about the industry through education, female role models; eliminating macho culture, improvement of the working conditions and facilities; and flexible working times to accommodate those with family. With these recommendations, the industry can achieve better gender equality, and this, in turn, may transform it by encompassing a wider set of ethical considerations, including sustainable construction.