The best behavioural interventions to help women start and stay in non-traditional trades

The Life Phases Report offers innovative behavioural solutions for addressing an old problem: the massive underrepresentation of women in male-dominated trades.

Key Information

  • The challenge: Women are massively underrepresented in non-traditional trades such as construction and previous attempts to tackle this problem have been challenging.
  • What we did: In partnership with Training Services NSW, the NSW Behavioural Insights Unit conducted two years of research, fieldwork, consultation and testing to find evidence-backed, practical interventions to increase the number of women in male dominated trades.
  • What we found: By considering the complex psychological and social dynamics influencing girls’ journeys, we have developed novel, impactful ways to address the barriers women face to considering, entering and staying in a trade career.

Read the Life Phases: Women in Trades

Women dressed in construction clothing sawing wood

The challenge

The percentage of women in non-traditional trades like construction, electrical and automotive has stayed around two per cent for decades. This low participation contributes to skills shortages and workplaces that are less inclusive and diverse. Increasing the recruitment and retention of female apprentices in these trades will not only help address these significant labour gaps, but also expand the range of well-paid, secure, satisfying careers available to women.

What we did

To confront this complex structural challenge, we designed a comprehensive research program to understand the experiences of girls and women throughout their trade career journey. This allowed us to explore the behavioural barriers and impactful opportunities for intervention

The program included:

  • Gathering qualitative insights from speaking with over 950 people – including women apprentices, employers, school-aged girls, parents, careers advisers and Training Services NSW staff
  • Analysing data from over 500,000 apprenticeship contracts
  • Trials of behavioural communications online
  • Working with employers in a community of practice

We synthesised this research and developed recommendations in the ‘Life Phases’ report.

What we found

The Life Phases: Women in Trades report contains the following key recommendations:

  • Provide early, regular, hands-on, relatable exposure to non-traditional trades. For example, trade taster events and talks by role models should start in late primary school.
  • Use decision aids that help girls see the trades that match their interests and hobbies
  • Present the full spectrum of trade careers, including new and emerging ones like clean energy and robotics. Emphasise hands-on, creative, problem-solving aspects of trades.
  • Include parents in programs for girls that provide exposure to trade careers and address potential biases
  • Give careers advisers and teachers practical tools that help them to present different trade pathways, incorporate trade careers into the curriculum and have conversations with girls and parents.
  • Provide timely support in apprenticeships, checking in when they begin their apprenticeships and encouraging them to reapply after they’ve cancelled a contract
  • Develop peer support networks and mentorships to help build resilience and educate girls and women about their rights at work.

What’s next

Read the full report and use it to understand the challenges, adapt policies, design programs and evaluate actions. https://www.nsw.gov.au/education-and-training/resources/women-in-trades-life-phases-report

See also

Want to know more about our work or partner with us? Contact us to learn more

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