The construction industry is building the world - but can it rebuild itself?

With over 140,000 vacancies in the UK and a projected need for 251,500 additional workers by 2028, construction is facing a talent challenge.  Yet, there is some optimism brewing: 20% of 16-24 year olds are considering a career in construction. The question for leaders is: can the sector transform its culture to turn this interest into action and build a workforce that lasts? Or will the gap remain unbridgeable?

At Breakthrough Global, we know transformation must start from the inside out. People, not tools will define which companies thrive in this new era. Let’s explore how construction can rebrand itself from the ground up, creating a workplace that’s purpose-driven, inclusive, and future-ready.

Why is Gen Z Hesitant Towards Construction Careers?

For decades, construction has carried a long-standing reputation that it cannot seem to shake. From poor safety records, low job security and a reluctance to change. While this isn’t the full picture, this narrative isn’t completely untrue. As the stereotype lingers, the sector must understand that perception matters as much as reality. 

To gain support and loyalty from the growing workforce, the industry must move beyond protecting its past and instead embrace an adaptive identity. One that is innovative, sustainable and digitally sophisticated.

This generation isn’t looking for ‘just a job.’ They’re looking for a workplace that live their values. More than any generation before them, they expect organisations to prove their impact. They seek: 

1. Clear purpose and values that align with social and environmental impact. 55% of younger workers report that they would switch jobs to work for a more purposeful organisation.
2. Flexibility in how, when and where they work. 
3. Continuous learning and growth, through mentorship, skill development and opportunities to progress. 

The urgency couldn’t be clearer. With talent shortages already straining the sector, leaders can’t afford to ignore retention. The reality is, a staggering 53% of Gen Z and 36% of millennials plan to leave their current role within two years. Unless construction evolves, it risks losing the very talent it desperately needs.

The solution isn’t window dressing, it’s culture. A culture that doesn’t just say the right things but consistently acts with integrity. A culture where respect runs both ways, where people feel they’re building something bigger, and where leaders are trusted to invest in people, not just squeeze performance out of them. These are the qualities that workers are prioritising.

Culture is your “intangible competitive advantage,” and in today’s fierce competition for talent, it could be your most undeniable edge.

How Can Tradition Meet Transformation?

Can AI and automation replace construction workers? The answer is no. 

At its heart, construction is very much still powered by its people - the skilled trades, site managers and builders whose craft forms the backbone of every project. Their expertise isn’t just technical, it’s generational knowledge. It’s hard-earned judgment. It’s resilience in the face of macroeconomic pressure and pride in a job well done.

The World Economic Forum explains that while technology will change how projects are planned and delivered, there is still a need for human skill to manage complexity, solve surprises and keep sites safe. Even in an era of robotics and digital twins, construction still needs human skill to bridge design and reality. Digital transformation must be paired with workforce upskilling, the “new skills triad” of carbon intelligence, virtual intelligence and AI proficiency. So people, not tech, remain the centre of a resilient industry. The challenge for leaders, then, is not to replace tradition with technology but to integrate legacy with opportunity. A future-ready culture must honour craft while embracing innovation. 

As McKinsey and CITB note, construction lags behind other industries in productivity, partly because it undervalues cultural integration and worker experience. By overlooking the traditional strengths of the workforce, companies risk losing the very qualities that ensure safety, quality and long-term trust.

Progress doesn’t mean abandoning tradition. It means building bridges between legacy and innovation - honouring the craft that has stood the test of time, while opening space for the technologies that will define the future. The construction sector doesn’t have to choose one or the other. Its real competitive advantage will come from combining both.

Practical Strategies for a Cultural Makeover

Creating a culture that attracts and retains talent doesn’t happen by chance. It requires intentional action. Here are four key Breakthrough strategies that can help construction companies modernise their culture while staying true to their craft:

• Use storytelling to drive your purpose: Share stories internally and externally that demonstrate how construction is tackling challenges like climate resilience, social housing, and net-zero infrastructure. Our clients have seen increased engagement, alignment and productivity when leadership teams intentionally weave purpose into their narrative. 

We recently sat down with Harald Emberger on our 3 Lessons with Breakthrough Leaders podcast. Listen now to hear his insights on the power of storytelling. 

• Adopt flexible and modern work practices: Even in trades, there are opportunities: compressed workweeks, staggered start times, remote design hubs. Highlight these in recruiting materials. Highlight these options in recruitment to show you’re adapting to modern expectations.
  
  
• Build a Breakthrough Culture: Invest in inclusion, psychological safety, anti-bullying, and diversity. Across the board, our culture-forward Breakthrough Programmes have helped companies become more successful in attracting younger talent than merely advertising roles. 
   
• Measure and iterate culture: Culture is dynamic, and continuous measurement ensures it stays effective. Use surveys, retention metrics, exit interviews, and ongoing feedback loops to identify what’s working and what needs adjustment. Iteration keeps your culture relevant, resilient, and aligned with your people’s expectations.

Why This Matters Now?

People are your most strategic lever. In an industry that faces such acute shortages, your culture will be what sets you apart.

You can’t outsource reputation. If construction is seen as outdated or resistant to change, credibility is lost before the conversation even starts. But leaders must see this as a massive opportunity. A chance to position your company as forward-thinking, purposeful and human-centred.

Take Chadwick’s Group. By embedding a culture-driven approach across their teams, they not only boosted engagement and retention but also strengthened their employer brand, making it easier to recruit younger, digitally savvy talent. Read the full Chadwick's case story here to see how culture can transform both people and performance.

Ready to start your cultural transformation? Explore our Breakthrough Programmes today.

Now is the moment to act. Construction doesn’t need a refresh - it needs a cultural transformation. Your future workforce is listening and taking note. It’s time to create a workplace that inspires, motivates, and retains the next generation of talent.