Canada is facing significant societal challenges. From the energy transition and climate change to increasing housing needs, aging infrastructure, and the demand for healthcare, education, and transportation, these needs share a common thread: their impact on the quality of life of all Canadians.
Another key point: addressing these challenges will require the launch of countless new construction projects. The issue? These pressing needs are amplified by a severe shortage of skilled workers in the construction industry.
In response to this growing concern, Pomerleau commissioned Leger to conduct a study on Canadians’ perceptions of the construction industry. The goal was to understand the public’s mindset regarding these issues and be better equipped to address them.
Key Findings from Leger’s Study on Perceptions of the Construction Industry
- 90% of respondents believe that construction is essential for economic development.
- 74% of respondents think that physical strength is necessary to work in the construction field.
- 69% of women find it difficult to find their place in the industry.
- 56% of respondents would recommend their children or relatives to work in the construction industry.
- 55% of respondents believe that the construction sector is attractive to young people.
Insights from the Leger Survey on Canadians' Views of the Construction Industry
The Leger survey leaves no room for doubt: Canadians value construction as essential to economic development, with over 90% affirming its importance.
Yet the surprise lies in the lower enthusiasm for encouraging careers in the sector. Only 56% of respondents would encourage their children or family members to pursue a construction career.
While this figure may seem balanced, consider that most parents generally have no reservations about their children pursuing any career path—as long as it makes them happy.
Research from the Canadian Journal of Counselling and Psychotherapy shows a similar trend: parents increasingly prioritize their children’s happiness over traditional career choices.
Additional studies by CERIC also seem to echo this: Canadian parents increasingly support non-traditional career paths that align with their children’s passions and well-being.
This duality—a strong recognition of the importance of construction alongside a marked hesitation to recommend it as a career—suggests a generally negative perception of the field.
The reluctance may stem from perceived barriers, such as the physical demands (74%) and challenges for women (69%).
Moreover, only around half (55%) of the population sees construction as a field that appeals to youth.
Reimagining the Construction Industry
Given these findings, it’s time to redefine the image of construction to attract a diverse and dynamic workforce that can meet Canada’s evolving needs.
Companies in the construction industry need to not only showcase career opportunities but also commit to enhancing work conditions, supporting gender inclusion, and updating practices to draw young talent.
Specialized training programs, awareness campaigns on construction’s career benefits, and policies that promote gender equality can play a transformative role.
Additionally, adopting cutting-edge technologies and sustainable practices will help position the industry as more appealing and in step with the values of younger generations.
To face the century’s defining challenges and secure a prosperous future, transforming perceptions of the construction industry is vital—making it more accessible, inclusive, and attractive for all Canadians.