The research, which employs a participative "photo-elicitation" methodology, used photographs of workers in action to spark more honest and reflective discussions in interviews. Both individual and group sessions were conducted to reveal how peer dynamics and groupthink influence attitudes and behaviours related to workplace safety.
While much attention has been given to how gender norms limit women in male-dominated fields like construction and mining, this report turns the lens on men themselves and the high personal cost of proving their toughness on the job.
With construction being among the most hazardous professions, these insights carry global significance. The ILO estimates that work-related accidents and illnesses claim the lives of some 60,000 construction workers each year.
Key findings: masculinity as a risk factor
The report paints a stark picture of how deeply ideas of masculinity are entrenched and put workers at risk:
- Worksites is a men's world: Construction sites are considered by workers as inherently dangerous and willingness to take risks is said to be an intrinsically masculine quality.
- Gender diversity as a source of problems: Having women working on construction sites is believed to create work disorganization and as leading to lower productivity.
- Risk as a badge of honour: Men see danger not only as unavoidable but also as a symbol of bravery which is reinforced by peer pressure and group identity.
- Coping with risks: All male workers who were interviewed are consciously developing "strategies" to limit their exposure to risks in the absence of protective measures, which is often triggered by injunctions to meet deadlines.
- Experience as safeguard: Workers consider that technical expertise is the best protection to injuries, and accidents are considered to be part of the learning process.
- PPE rejection: When available, Personal Protective Equipment (PPE) is not adequately used. In the informal sector, it is often viewed as a foreign concept, unaligned with the "Malagasy way," and even as a sign of weakness or inexperience.
- Pain and denial: Chronic conditions like back pain or respiratory issues are dismissed by workers. Not using or needing protective gear becomes a badge of youth and strength.
- Dangerous beliefs in "remedies" are still prevalent such as cigarette ash healing wounds or yogurt and alcohol protecting against toxic fumes and dust.
- Fear of fatigue: Taking a sick day or showing signs of tiredness can lead to mockery and even physical punishment such as "playful kicking" pressuring workers to push through illness or exhaustion.
- Double burden on women: With women making up just 2% of Madagascar's construction workforce, those who do enter the field face discrimination, are assigned "easier" tasks and must prove their toughness through risk taking to be accepted.
These cultural pressures exacerbate already difficult systemic issues, including a lack of social protection, high informality, and low wages, thereby forcing injured or ill workers to remain on the job to support their families.
The report outlines a series of practical, culturally sensitive recommendations developed in collaboration with workers, employers, and other stakeholders:
- Start early: Government institutions should promote a culture of safety and prevention from childhood, before risky behaviour becomes tied to masculine identity.
- Break the silence: Employers should establish channels to report harassment, peer pressure, and discrimination without fear of retribution.
- Rethink messaging: Awareness campaigns should:
- Highlight the connection between long-term job prosperity and safe working practices.
- Appeal to pride and reputation by framing PPE as essential to a long and stable career in construction and therefore to providing for one's family.
- Leverage respected senior workers as role models for safety and health practices.
- Reflect local values and cultural context.
As the construction industry continues to grow worldwide, challenging dangerous norms around masculinity could be key to reducing workplace injuries and fatalities not just in Madagascar, but globally.
