Why Construction Continues to Have a Hard Time Engaging Gen Z

The UK construction industry faces a significant challenge: Engaging Generation Z. To explore this issue, Design and Build UK spoke with Des Duddy, Joint Managing Director at Protrade, who provided valuable insights into why the industry struggles to attract young talent and what can be done to address this issue.

As the workforce ages, with 22% over 50 years old and 15% over 60, the industry stands on the precipice of a skills crisis. The looming retirement of a substantial proportion of skilled workers, accelerated by the COVID-19 pandemic, intensifies this issue. The pandemic saw many older workers take early retirement, leading to a spike in job vacancies within the sector. Yet, despite the demand, attracting younger talent, particularly from Gen Z, remains a challenging hurdle.

The ageing workforce in the UK construction sector is a critical factor contributing to the skills shortage. According to the Office for National Statistics (ONS), about 20% of workers in this sector are aged 50 or older. Given the physically demanding nature of construction work, it is likely these experienced workers will exit the industry within the next decade. Unfortunately, the influx of new entrants is insufficient to replace these retiring professionals.

The decline in apprenticeships is another significant concern. In 2022, the Financial Times reported a stark decrease in apprenticeship registrations, with only 713,000 people enrolled, the lowest since 2010. Even more concerning is that nearly 42% of these apprentices failed to complete their courses. This is in stark contrast to countries like Germany, where over 60% of school leavers participate in apprenticeships, thanks to their robust Dual System. The UK’s lack of a similarly effective training program contributes to the widening skills gap.

The Construction Industry Training Body (CITB) estimates that 45,000 new workers are needed annually over the next five years to meet demand. However, current figures show that only about 24,530 apprentices were taken on in 2022-23, just half the required number. Although the industry is starting to attract a more diverse group of young talent—with 10% of apprentices being female and 7.8% from ethnic minority backgrounds—overall numbers are still declining. The drop of 5% in apprenticeship uptakes from the previous year is a troubling sign for the industry's future.

Negative perceptions of the construction industry significantly deter Gen Z from pursuing careers within it. Despite modernization and improvements in working conditions, many still view construction as a “dirty” and undesirable profession. This outdated image persists, even though today's construction sites are much cleaner and safer. Moreover, the industry’s lack of diversity further alienates potential young recruits. Only 14.7% of the construction workforce is female, and just 5.4% are from Black, Asian, or minority ethnic backgrounds—figures significantly lower than the national averages for other industries.

The industry must address these perceptions and actively work towards creating a more inclusive environment. Reports indicate that 73% of sixth-form students believe Black, Asian, and minority ethnic workers face prejudice in construction. Additionally, 57% of women and girls are deterred by the male-dominated nature of the sector. Without addressing these issues, the industry risks perpetuating its cycle of exclusion and skills shortages.

Design and Build UK spoke with Des Duddy, Joint Managing Director at Protrade, to gain insights into why the construction industry struggles to engage Gen Z and what can be done to address this issue. Des Duddy emphasises the importance of these strategies, stating, "To bridge the skills gap and attract Gen Z, we must challenge outdated perceptions and demonstrate the vast opportunities available within the construction industry. It’s crucial to make this generation aware of the modern, diverse, and inclusive nature of today’s construction sector."

To attract more Gen Z talent, the construction industry must tackle several key areas:

Rebranding and Awareness: Efforts should be made to change the negative perceptions of construction. Highlighting the modern, safe, and clean working environments can help reposition the industry as a viable and attractive career option. National campaigns, similar to those of the British Army and Royal Navy, could play a crucial role in reshaping public perceptions.

Education and Outreach: Building connections with the education sector is essential. By delivering workshops and building awareness in schools about the opportunities in construction, the industry can inspire young people to consider construction careers. Collaboration with educational institutions to promote relevant college courses and apprenticeships is vital.

Diversity and Inclusion: The industry must continue to strive for greater diversity. Implementing zero-tolerance policies against discrimination and providing clear progression ladders can help create a more inclusive workplace. Encouraging more women and ethnic minorities to join the sector will help change outdated stereotypes and promote a more balanced workforce.

Utilising Social Media: Leveraging social media to engage with Gen Z can help attract their interest. Creating engaging content and using industry-specific hashtags can drive curiosity and showcase the dynamic aspects of construction careers.

By addressing these areas, the UK construction industry can begin to bridge the skills gap and build a workforce that is both capable and diverse, securing its future in an increasingly competitive market. Engaging Gen Z is not just about filling vacancies; it’s about ensuring the industry's longevity and its ability to innovate and grow.