Tipping Point Try

Changing the Culture of Construction: Lessons from Rugby and the Tipping Point

The construction industry, often perceived as a bastion of traditional masculinity, faces a critical need for cultural transformation. To become more open and welcoming to women and people not normally attracted to the industry, we can draw inspiration from unexpected sources—rugby culture, the leadership principles of the All Blacks New Zealand's national rugby union team as outlined in James Kerr's?Legacy, and Malcolm Gladwell's concept of tipping points. By weaving these ideas together, we can envision a future where construction thrives on diversity and collaboration.

Rugby and Construction: Shared Values

At first glance, rugby and construction may seem worlds apart. However, both are rooted in teamwork, discipline, and resilience. Rugby culture emphasizes camaraderie, respect, and the idea that everyone has a role to play—values that align closely with the demands of construction projects. The All Blacks, New Zealand's legendary rugby team, epitomize this ethos. In?Legacy, Kerr highlights their mantra: "Better people make better All Blacks." This philosophy underscores the importance of character, humility, and collective responsibility—qualities equally essential for fostering an inclusive environment in construction.

Yet rugby, like construction, has struggled with its own cultural challenges. Historically dominated by "lad culture," rugby has faced criticism for being exclusive and unwelcoming to outsiders. However, change is underway. Women's rugby is gaining prominence globally, thanks in part to trailblazers like Ilona Maher. An Olympic medalist, social media influencer, nurse, and MBA graduate, Maher exemplifies how diverse talents can enrich a traditionally male-dominated space. Her success demonstrates that embracing variety and differentiation not only broadens participation but also elevates the entire field.

Ilona Maher: A Catalyst for Change

Ilona Maher's rise in women's rugby offers valuable lessons for construction. As a multifaceted professional athlete, “Dancing With The Stars” contestant, and business leader—Maher has shattered stereotypes while using her platform to inspire others. Her ability to connect with audiences through humor and authenticity on social media has brought new fans to rugby, particularly in the United States. One study found that the number of rugby fans will increase by 10% by 2025.

Similarly, the construction industry needs visible role models who can challenge perceptions and attract underrepresented groups. Highlighting women and minorities who excel in construction roles—and providing them with platforms to share their stories—can create a ripple effect. Just as Maher has expanded rugby's appeal beyond its traditional base, these "super spreaders" of change can help redefine what it means to work in construction.

The Tipping Point: A Cultural Epidemic

Malcolm Gladwell's?Revenge of The Tipping Point?provides a framework for understanding how small changes can trigger widespread transformation. Gladwell likens tipping points to epidemics, where "super spreaders" play a pivotal role in accelerating change. In the context of COVID-19, we saw how individuals with high social connectivity could influence entire communities. Similarly, in construction, influential leaders and advocates can act as catalysts for cultural shifts.

To reach a tipping point in belonging and participating in all communities, the industry must focus on three key elements:

1. The Law of the Few: Identify champions within the industry—leaders who can advocate for bringing women and underserved communities into the work with authenticity and passion.
2. Stickiness Factor: Develop compelling narratives that resonate with different audiences. Stories like Ilona Maher's journey or initiatives such as "Build Her Future" (referenced in my previous article) can serve as powerful motivators.
3. Context: Create an environment where embracing everyone is not just encouraged but celebrated. This includes implementing policies that support work-life balance, mentorship programs, and zero-tolerance stances on discrimination and bullying.

Parallels Between Rugby's Evolution and Construction's Future

Rugby's transformation offers a roadmap for construction. The All Blacks' focus on humility and continuous improvement mirrors what is needed in construction—a shift from rigid hierarchies to collaborative cultures where everyone feels valued. By adopting principles from?Legacy, such as "sweeping the sheds" (taking pride in every task) and "leaving the jersey better than you found it," construction teams can foster environments that prioritize respect over exclusion.

Moreover, just as women's rugby has gained momentum through increased visibility and investment (e.g., sponsorships for female players), construction must allocate resources toward recruiting and retaining women and minorities. This includes funding scholarships for underrepresented students in engineering fields or creating apprenticeship programs tailored to communities that haven’t considered construction a viable career alternative.

Conclusion: Building a Better Future

The intersection of rugby culture and Malcolm Gladwell's tipping point theory provides a compelling blueprint for transforming the construction industry's culture. By embracing the values of teamwork and respect from rugby while leveraging tipping point strategies to amplify change agents' impact, we can create an industry that thrives on being a big enough tent for everyone and an attractive place to ply your trade.

As Ilona Maher has shown us through her multifaceted career, breaking barriers is not only possible but necessary for growth. The time is now for construction to reach its tipping point—a moment when attracting everyone based on skill and opportunity becomes not just an aspiration but a defining characteristic of its culture.

Let us build her future—and everyone's future—together.