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As automation and globalization continue reshaping the workforce, high-paying jobs in traditionally male-dominated sectors are shrinking while demand for roles in health care, education and other "feminine" industries surges. But despite strong salaries and job security, men remain reluctant to enter these fields. Why? Research in the journal Organization Science has the answer, and a solution.

The study, "How Psychological Barriers Constrain Men's Interest in Gender-Atypical Jobs and Facilitate Occupational Segregation," reveals that men are far less likely than women to pursue jobs outside their gender stereotypes, not just because of (lower) pay per se, but also largely due to social perceptions. The research also finds that interventions addressing men's psychological concerns about gender-based occupational status are more effective than a 20% pay raise in increasing their interest in fields like nursing.

"As the labor market shifts, society can't afford for half the population to ignore fast-growing, well-paying careers," says lead researcher Eileen Suh of Northwestern University's Kellogg School of Management. "Our research shows that the key barrier isn't just money鈥攊t's men's concerns about how they'll be perceived."

The hidden psychological barrier keeping men out of 'feminine' fields

Traditional economic explanations suggest that men avoid "feminine" jobs because of lower pay and fewer benefits. But this study, analyzing data from Sweden and the U.S. between 2020 and 2023, found that even when salaries and job prospects were strong, men showed significantly less interest in careers perceived as "feminine."

Across multiple studies鈥攊ncluding with high school students choosing a college major, unemployed adults searching for jobs and professionals considering career changes鈥攖he researchers found that men's reluctance was driven by their sensitivity to gender-based occupational status, or their concerns about how other people would perceive their taking a "feminine" job.

By contrast, women's interest in a job remained largely unaffected by whether it was viewed as masculine or feminine.

A breakthrough strategy: Changing perceptions, not just pay

To test potential solutions, the researchers ran an intervention targeting men's concerns about gender-based occupational status. The result? It was more effective at increasing men's interest in nursing than raising pay by 20% or projecting strong job growth.

"We observed that when we reinforced the respect and esteem associated with nursing, men's interest increased significantly," says co-author Michael I. Norton of Harvard Business School. "This suggests that organizations and policymakers should focus on reframing perceptions rather than relying solely on economic incentives."

Why this matters

This research comes at a critical time as the job market continues to shift:

• The fastest-growing jobs in the U.S. are in health care, education and other historically "feminine" sectors, whereas many traditionally "male" jobs鈥攕uch as machine operators and locomotive firers鈥攁re in decline.
• Addressing this gender imbalance is crucial for economic stability, workforce diversity and filling labor shortages in essential industries.

If men continue avoiding these jobs because of psychological barriers, key industries could face severe workforce shortages in the coming years.

"This is not just about men's career choices鈥攊t's about workforce sustainability," says co-author Evan Apfelbaum of Boston University. "If we don't address these psychological barriers, we're missing a huge opportunity to balance the job market and strengthen critical industries."

A new playbook for employers and policymakers

The findings suggest that companies and policymakers looking to attract more men to high-demand fields should focus on changing perceptions rather than just offering higher salaries.

Strategies include:

• Reframing the status of jobs in nursing, education and caregiving to highlight esteem or respect.
• Showcasing successful male role models in these careers to normalize men's participation.
• Shifting marketing and recruitment efforts to reduce gendered perceptions of specific jobs.