The International Labour Organization’s Occupational Safety, Health and Environment Branch has released a report examining how cultural norms around masculinity influence the health and safety of construction workers in Madagascar. Using a participative “photo-elicitation” methodology, the study engaged workers through photographs and interviews to uncover how peer dynamics and groupthink shape attitudes toward workplace safety. Unlike much previous research that focuses on the barriers women face in male-dominated sectors, this report highlights the risks men take to prove toughness, often at significant personal cost.
The study found that construction sites are widely perceived as men’s spaces where risk-taking is seen as an essential masculine trait. Male workers often view danger as a symbol of bravery reinforced by peer pressure, and technical experience is relied upon more than protective measures. Personal Protective Equipment (PPE) is frequently rejected, especially in informal work, where it is seen as foreign, weak, or unnecessary. Chronic health conditions are often ignored, and unsafe “remedies” like cigarette ash or yogurt are used. Fatigue and illness are stigmatized, sometimes leading to mockery or physical pressure to continue working. Women, who represent just 2% of the workforce, face additional pressures, discrimination, and expectations to demonstrate toughness through risk-taking. These cultural norms compound systemic challenges, including low wages, lack of social protection, and high informality, leaving injured or ill workers with no choice but to continue laboring.
The report recommends practical, culturally sensitive measures to improve occupational safety and health. Governments are encouraged to promote safety and prevention early in life, before risk-taking becomes associated with masculinity. Employers should provide safe channels to report harassment, peer pressure, and discrimination. Awareness campaigns should reframe safety practices as a path to long-term career success, appealing to workers’ pride and responsibility to support their families. Respected senior workers can serve as role models, and messaging should reflect local cultural values.
Challenging harmful masculine norms is crucial not only for Madagascar but for the global construction industry. By aligning safety practices with cultural context and worker identity, the sector can reduce injuries and fatalities while fostering safer, healthier, and more productive workplaces.
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