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The psychographic characteristics of construction workers in the United States and the fact that construction workers in the country are mostly male millennials suggest that male millennial construction workers in the country are motivated to work because of their need for money and their need to provide for their families. They make several sacrifices, including working odd hours and traveling far from home, just to fulfill these needs. They are considered realistic, conventional, and enterprising.

Interests

THE PSYCHOGRAPHIC CHARACTERISTICS OF A CONSTRUCTION WORKER: CONSTRUCTION WORKER PERSONA

Motivations and Attitudes

  • Based on what a construction worker has shared about his life, it seems that even though construction workers are motivated to work mainly because of their need for money, they are motivated as well by their pride in both their work ethic and work product.
  • Fifty-one percent of construction workers express satisfaction with their job. Additionally, construction workers, in general, are satisfied with the occupational rewards they are getting from their superiors. This satisfaction is influenced by occupational and sociodemographic factors.
  • Forty-six percent of construction workers find their job meaningful. They believe their job contributes to the betterment of the world and of people’s lives.

Pain Points

  • Despite statistics showing satisfaction with their jobs, construction workers are prone to suicide. Male suicide rate is highest in the construction industry.
  • Construction workers are vulnerable because their jobs often take them away from their homes, families, and friends, they are often burdened with financial problems and the pressure to provide for their families, and they work in a field where there is an inherent need to appear tough. They sometimes find money issues too difficult to handle that they end up taking their lives.
  • Because they spend weeks or months away from home, they miss out on family occasions and their children’s milestones. Their work-life balance suffers. They travel far, work odd hours in sometimes unpleasant or unsafe conditions, and sacrifice their time with family and friends to earn much-needed money and provide for their family.
  • A source says construction workers are also less happy with their careers compared to workers in other industries. According to this source, construction is “in the bottom 9% of careers” as far as worker happiness is concerned.
THE PSYCHOGRAPHIC CHARACTERISTICS OF A CONSTRUCTION WORKER: CONSTRUCTION WORKER PERSONA

Values and Traits

  • Construction workers tend to be enterprising, conventional, and realistic.
  • They tend to be realistic people who enjoy practical, hands-on, and outdoor projects, conventional people who would rather work with data, details, procedures, and routines than with ideas, and enterprising people who have strong influencing and persuading skills.
  • Even though they are characterized by these three traits, they are far more realistic than conventional and enterprising.
  • Their work styles are characterized by their attention to detail, dependability, and cooperation with others.
  • Construction workers value being able to provide for their families.

Habits

  • Construction workers are mostly millennial men, and millennial men are known to use social media for purchase decisions and for bragging.
  • Millennial men are also known to use blogs and online news websites for purchase decisions.
  • When shopping, millennial men tend to place more value on quality than on convenience or price.
  • Millennial men respond well to brands that demonstrate authenticity and that give back to the community, and to ads that are funny or witty or that turn ordinary men into heroes.

Research Strategy

To determine the psychographic profile of male millennial construction workers in the United States, we looked for surveys, stories, and personal accounts of construction workers, and research studies and articles about construction workers. We also examined what career-related sites such as Owl Guru, Career Explorer, and O*NET say about construction workers or laborers. Information specific to male millennial construction workers is unfortunately unavailable, but given that early findings have established that construction workers in the country are mostly millennial men, an assumption was made that the psychographic profile of construction workers would be a good substitute. We understand that construction workers, not male millennial construction workers, were the subject of interest in the first place. As requested, we supplemented the psychographic profile of construction workers with the habits of millennial men.

TDM

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