This project examined general understanding of, and interest in, ‘green jobs’. It also delved into perceptions of specific green jobs among men and women. This approach overcomes the limitations of previous research which lacked insights into individual roles and barriers associated with them. Recognising that women’s underrepresentation in STEM likely intersects with their lower understanding of, and interest in, green skills, we sought to understand barriers to participation in the green labour market that extend beyond potential skill gaps. To this end, we recruited participants who were qualified for specific STEM and non-STEM green jobs.

Understanding of ‘green jobs’ is low, especially among women

Consistent with previous research, we found that men are more familiar with the term ‘green jobs’ than women, though understanding is limited for both genders. Thus, the term may not be very effective when used in communications. Referring to specific, tangible jobs or industries might better support awareness and understanding.

Among STEM participants, men have stronger interest in STEM green jobs, while among non-STEM participants, women have stronger interest in non-STEM green jobs

At first glance, the gender differences in interest in STEM and non-STEM green jobs mirror the broader gender segregation seen across STEM and non-STEM fields in the UK. However, given that participants were assigned to green jobs which matched their skills and experience, the gender gap found in this project suggests that even women with STEM qualifications may not be drawn to STEM green jobs as much as men. Evidence suggests that men and women segregate even within STEM and non-STEM sectors. For example, while women are generally well-represented in healthcare-related STEM positions, they are underrepresented in computer science and engineering occupations. Importantly, previous research also showed that only 38% of women (compared to 53% of men) with computer science degrees and 24% of women (compared to 30% of men) with engineering degrees actually pursue careers in their respective fields. Similarly, LinkedIn data indicates that one year after graduating with a STEM degree, only 28% of women are employed in STEM fields, compared to 39% of men. Encouraging women with STEM qualifications to pursue STEM green jobs could involve revising job descriptions to avoid masculine language and highlighting job characteristics and benefits known to attract women (eg, flexible working).

Women perceive themselves as less suitable for green jobs

Women rated their skills and qualifications for both STEM and non-STEM green jobs lower than men, felt they needed more additional training to secure these jobs, and believed they would be perceived as less suitable by potential employers. These results are likely not unique to green jobs, but reflect broader gender differences in self-perception. Previous research found that while women rate themselves higher than men in meeting individual job requirements, they rate themselves lower in meeting overall job requirements. Therefore, prompting women to consider job requirements individually rather than collectively may help reduce the gender difference in suitability evaluations.

There is a gap between interest in, and intention to apply for, green jobs

This project identified a gap between interest in, and intention to apply for, specific green jobs. Previous research has noted that “purpose often comes below working conditions” in career priorities. Consequently, emphasising the career benefits of green jobs, such as pay, job security or flexibility, could narrow this interest-application gap. This has proven effective in previous research aimed at encouraging candidates to apply to the US police force. Furthermore, another study focusing on the tech industry found that highlighting the versatility of tech skills in terms of enabling people to switch between various sectors, including those which women tend to have more interest in (eg, education, healthcare), was particularly effective in reducing the gap between male and female students’ intent to take up tech courses and careers. Therefore, messages that highlight career benefits could similarly encourage candidates, particularly women, to apply for green jobs.

There is more limited awareness of non-STEM green jobs

STEM participants were more optimistic about the availability of suitable green jobs and reported higher knowledge of the necessary skills and requirements than non-STEM participants considering non-STEM green jobs. This suggests a need to increase awareness and knowledge about non-STEM green jobs to correct misperceptions regarding their availability and to attract a more diverse group of candidates to the green economy. However, a limitation of this research is that it focuses on only four STEM and two non-STEM green jobs, which restricts the applicability of the findings to a broader spectrum of STEM and non-STEM green jobs and professionals.

Encouraging people to consider new careers is challenging

A notable segment of both STEM (8.7%) and non-STEM participants (12.8%) responded that “nothing” would motivate them to consider a green job like the one they saw in the survey. Jobs often become integral to individuals’ identities, making it difficult to shift their career perspectives. Even those just beginning their careers already have strong ideas about their career paths, shaped by what they were exposed to at a young age. For example, research aimed at encouraging recent graduates into tech careers found that no messages were more effective than a control message in changing their career intentions. Qualitative research found that helping individuals think of green jobs similar to the job they have made them more likely to engage with the idea of working in the green economy. Therefore, working to make existing jobs more green or helping individuals understand the green jobs closely related to their current work may increase understanding of, and participation in, the green economy. Future research should thus focus on identifying jobs in greenhouse gas and carbon-emitting industries, matching them with corresponding green roles, and exploring successful interventions that encourage employees to transition from the former to the latter industry. Finally, fostering an early interest in green jobs and integrating green skills into education from a young age could also be an effective way of increasing future participation in the green workforce.