A new awareness campaign has been launched to tackle discrimination and harassment in Quebec’s construction industry.
The aim is to bring about behavioural change, foster a healthier work environment, provide the necessary resources and support, and promote concrete action so that women, people of different cultures, and young apprentices do not become the subject of jokes or derogatory remarks.
The three-year initiative is the result of a collaborative effort co-ordinated by the Quebec Construction Commission (QCC). The group’s mission is to ensure a sufficient supply of skilled workers. To achieve this, it must address the main reasons people are leaving the construction industry.
The operation will address normalized discrimination, intimidation and harassment that affects workforce attraction and retention.
According to the QCC, everyone agrees the province’s construction industry is facing a historic volume of projects and, as a result, every obstacle to attracting and retaining skilled workers must be decisively removed.
The industry needs a skilled workforce that chooses construction as a long-term career, but the workplace climate has been identified as one of the reasons people may leave the construction industry.
A survey done by market research company Leger in 2023 found nine per cent of respondents indicated they had been victims of discrimination, intimidation or harassment (DIH), representing more than 20,200 victims when projected across the workforce.
Sixty-one per cent in the industry said they had encountered one or more situations involving DIH. Yet, the figures showed 79 per cent of victims do not report incidents.
This reality disproportionately affects women, First Nations and Inuit people, immigrants and visible minorities, the QCC states.
Commission president and CEO Audrey Murray says both employers and unions share the responsibility of providing workplaces worthy of the people who choose construction.
“Skills, attraction and retention of workers are at the heart of our priorities. Given the volume of projects the industry must deliver, it is essential to act in ways that produce lasting and measurable behavioural changes. The construction industry can be proud not only of what it builds, but also of the actions it is taking to improve itself.”
By collectively addressing workplace issues, Murray said the industry is demonstrating its willingness to evolve in order to offer environments where the people who move it forward can thrive.
“Going forward, I will ensure we measure the impact of our actions to stay on course toward our objectives. Together, we all share the responsibility of providing workplaces worthy of the people who choose construction.”
At the heart of the campaign is a YouTube video in French, under the creative theme: It’s just a joke, that shows spontaneous reactions from people to comments actually heard on construction sites. The tape shows that people realize statements can have a real impact on people, their sense of belonging and their desire to continue working in the industry.
Designed as a structured and evolving initiative, the campaign will be rolled out via a gradual awareness and information strategy.
A website has been set up at zonerespect.org with information on what an individual can do, where they can make a complaint and the actions employers and unions must take. The site also has tools and resources to help everybody in the industry understand the issues and make it respectful for everyone.
The campaign follows a consultation and mobilization process that involved employer and union leaders and builds on progress made in recent years.
The QCC says in a statement a healthy workplace climate cannot simply be declared — it is built through daily interactions in which everyone fully assumes their role and collaborates transparently, proactively and respectfully.
“With this launch, the QCC and all industry partners reaffirm their shared commitment to making construction a respectful work environment where interpersonal skills are recognized as essential competencies alongside technical expertise,” the commission states. “Its positive impact on attracting and retaining workers will be a key indicator of the success of this collective mobilization.”
Quebec Labour Minister Jean Boulet says respect must be at the heart of every workplace.
“Every person has the right to grow and work in a healthy environment free from discrimination, intimidation and harassment. I commend the mobilization of the QCC and all industry partners in advancing workplace practices.
“At a time when the industry faces major workforce attraction and retention challenges, workplace climate becomes an essential lever.”
The QCC says employers focus on implementing clear policies, complaint-handling mechanisms and consistent and fair management practices. Meantime, workers must adopt respectful behaviours, collaborate with colleagues, report problematic situations, and avoid all forms of harassment or violence.
Employer and union associations, the QCC states, must make efforts to support their members through guidance, prevention initiatives and awareness activities.
