New INFORMS Organization Science Study Key Takeaways:
- Men avoid gender-atypical jobs due to social perception, not pay or job security. Men are significantly less likely to pursue jobs perceived as “feminine” because they are sensitive to how society sees the status of those occupations.
- Addressing psychological barriers is more effective than financial incentives. An intervention that reframed the respect and esteem of nursing increased men’s interest in the field more than a 20% pay raise or positive job growth projections.
- Workforce shifts make breaking gender job stereotypes crucial. As traditionally male-dominated jobs decline and female-dominated fields grow, overcoming men’s resistance to gender-atypical careers is essential for economic stability and labor market balance.
BALTIMORE, MD, May 15, 2025 – As automation and globalization continue reshaping the workforce, high-paying jobs in traditionally male-dominated sectors are shrinking while demand for roles in healthcare, education and other “feminine” industries surges. But despite strong salaries and job security, men remain reluctant to enter these fields. Why? Groundbreaking new research in the INFORMS 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 – it’s men’s concerns about how they’ll be perceived.”
The Hidden Psychological Barrier Keeping Men Out of “Feminine” Fields
Traditional economic explanations suggest 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 – including with high school students choosing a college major, unemployed adults searching for jobs and professionals considering career changes – the researchers found that men’s reluctance was driven by their sensitivity to gender-based occupational status, or their concerns about how other people will 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 healthcare, education and other historically “feminine” sectors, whereas many traditionally “male” jobs – such as machine operators and locomotive firers – are 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 – it’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.
About INFORMS and Organization Science
INFORMS is the world’s largest association for professionals and students in operations research, AI, analytics, data science, and related disciplines, serving as a global authority in advancing cutting-edge practices and fostering an interdisciplinary community of innovation. Organization Science, a leading INFORMS journal, publishes innovative research on strategy, management, and organizational theory. INFORMS empowers its community to enhance organizational performance and drive data-driven decision-making through its journals and resources. Learn more at www.informs.org or @informs.
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Ashley Smith
443-757-3578
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Ashley Smith
Public Affairs Coordinator
INFORMS
Catonsville, MD
[email protected]
443-757-3578