A recent report revealed that our sector must do more to showcase its diversity, inclusivity, and wide range of career paths. We take a look at the findings and explore some of the solutions.

Ryan Jones, Managing Director at SLG Agency, explained that before founding Deconstruction – a not-for-profit created to help reposition the construction sector in the eyes of the public – he spent the past decade in marketing roles within the built environment. He said: “What struck me repeatedly was the mismatch between how I saw the industry and the people within it, and the way the sector is portrayed and discussed by those on the outside. “This isn’t just a communications issue, it’s a strategic risk for the entire sector. In a labour market where every industry is fighting for skills, construction is starting several paces behind. “To properly test this hypothesis, I commissioned Construction Deconstructed 2024 — a nationally representative public survey of 2,000 respondents, delivered by YouGov. The results were eye-opening. Here are some of the headline stats from the report.”

The disconnect between value and appeal
Just 16% of the public would personally consider a career in construction. Among those aged 18–24 in full-time education – individuals at a critical decision-making stage in their career journey – that number drops even further. Despite this, more than half of respondents (51%) said they would recommend a career in construction to a young person. “People don’t see themselves, or perhaps their children, working in construction. That’s the perception gap we need to close. And we won’t bridge it through tactical recruitment ads or one-off outreach projects. We need to rethink entirely how the public sees our sector,” said Ryan. Nearly one in five respondents said they’d be more likely to recommend the sector if it felt more welcoming to people of all backgrounds and abilities. Ryan continued: “We know that the interiors sector in particular, has roles that span physical, cognitive, and creative skillsets. But unless we show that diversity – not just demographically, but functionally – we risk missing out on incredible talent that simply doesn’t know it belongs here. “It’s not just about ‘doing the right thing.’ It’s about accessing the full spectrum of capability the market has to offer, and being seen as a sector where everyone can thrive.”

Not just a careers challenge –a brand crisis
The top associations with construction jobs are “dirty” (52%), “strenuous” (69%) and “unsafe” (26%). Just 12% called it “forward-thinking,” and only 10% viewed it as “intellectually stimulating.”

Ryan explained this isn’t just frustrating, it’s dangerous. If all people see are the clichés, then many of the very roles we need to fill will remain invisible, including the ones in digital, design, logistics, client services, sustainability and on, and on. He said: “I can tell you that no amount of salary benchmarking or job board listings can fix a brand problem this deep. We need to make the interiors sector (and construction more broadly) visible, relatable and inspiring again.”

Visibility = Viability
The research also revealed that the public do see construction as important – when prompted to think about outcomes. They want more housing (71%), better schools (56%), improved roads (43%). And they’re ready to recommend the sector to others – especially if it paid better, offered more skilled roles, and was more inclusive. Ryan said: “The challenge isn’t whether our sector matters. It’s whether we can show it in a way that connects. In short: people support the outcomes, but they don’t understand the industry that delivers them. “The healthcare sector, by contrast, benefits from a single, powerful brand in the NHS. Despite being much maligned, this unified brand gives it emotional resonance, national visibility, and a clear route for engagement – whether you’re looking for a job or a purpose. Put it another way, imagine being the Minister forced to argue for its closure… “Construction has no such anchor. The consequence? We’re asking people to
navigate a fragmented, complex industry without a map. Even the most motivated candidates might not know where to start.”

To learn more about Deconstruction and to download your copy of Construction Deconstructed visit: www.thisisdeconstruction.com

Read the full story