Why the Trades Need a Cultural Reset to Attract and Retain the Next Generation
This episode of Straight Outta Crumpton features host Greg Crumpton in conversation with Brooke Laing, a steamfitter and welder apprentice with UA Local 46 in Toronto, examining the cultural and structural changes needed to attract and retain the next generation in the skilled trades. Despite record numbers of women entering construction occupations, they still represent only 4.3% of trade jobs, while an aging workforce accelerates the labor shortage. The discussion covers modern apprenticeship pathways, early career exposure strategies, and the power of community networks like the Sisterhood of Trades in building inclusion.
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Key takeaways
Women in construction reached a record 366,360 in 2024, yet still represent only about 4.3% of construction trade jobs, highlighting a persistent inclusion gap.
Apprenticeships offer paid education, long-term stability, and global mobility through credentials like the Red Seal, positioning them as a compelling alternative to traditional college.
Early outreach to elementary and middle school students—using tools like welding simulators—and peer communities like the Sisterhood of Trades are critical for normalizing trades careers and supporting women who enter the industry.
The skilled trades are at a critical crossroads. According to an August 2025 report from the Institute for Women’s Policy Research (IWPR), the number of women working in construction and extraction occupations rose to 366,360 in 2024, the highest level ever recorded. Yet despite that growth, women still account for only about 4.3% of construction trade jobs. At the same time, a large portion of today’s experienced tradespeople are nearing retirement, creating mounting pressure on an already strained labor pipeline.
So how does the industry rebuild its workforce when demand is rising, institutional knowledge is walking out the door, and half the potential labor pool remains largely untapped?
That question is at the heart of this episode of Straight Outta Crumpton, hosted by Greg Crumpton, featuring Brooke Laing, a steamfitter and welder apprentice with UA Local 46 in Toronto. Their conversation explores what modern apprenticeship really looks like, why early exposure to the trades matters, and how community-driven support can change who enters—and stays in—the industry.
Top insights from the talk…
- Rethinking career pathways: Why traditional college isn’t the only—or best—option for hands-on learners, and how apprenticeships offer paid education, long-term stability, and global mobility through credentials like the Red Seal.
- Building the pipeline earlier: How outreach to elementary and middle school students, combined with tools like welding simulators and real-world storytelling, can normalize the trades as a first-choice career.
- Community as a catalyst: The role of social media and peer networks—like the Sisterhood of Trades—in creating belonging, mentorship, and access for women entering male-dominated industries.
Brooke Laing is a third-year steamfitter and welder apprentice with UA Local 46, based in Toronto, Ontario. She began welding at 18 and has since built hands-on experience across high-rise, industrial, and institutional projects. In addition to her trade work, Brooke serves as Chief of Strategy for the Sisterhood of Trades, one of the world’s largest online communities for women in the skilled trades, with more than 1,100 members globally. She is also a podcast host and a vocal advocate for early trades education, workforce inclusion, and modern apprenticeship models.
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