The Problem: The Industry Is Missing Half Its Potential

From my experience, one of the most overlooked and costly realities in the building protection industry is not a product failure—it is a people gap.

Women make up nearly 47% of the workforce, yet in construction trades, they account for only a fraction. In coatings and building protection specifically, fewer than 9% of applicators are women.

That statistic is not just surprising.

It represents one of the largest untapped opportunities in the industry today.

After more than 40 years in this field—across military facilities, historic landmarks, commercial buildings, and residential structures—I have seen firsthand how critical protective coatings are to the performance, longevity, and sustainability of buildings.

And yet, when it comes to who is doing the work, the numbers simply do not add up.

This is not because women cannot do the work.

There is nothing in applying protective coatings—brush, roller, or sprayer—that creates a physical barrier.

The gap exists because of perception, not capability.

And that gap is costing the industry growth, innovation, and resilience.

📊 The Scale of the Problem

• Women represent only 8.9% of painters in construction (U.S. BLS)
• Women hold just 4.3% of construction trade roles (IWPR, 2024)
• The industry faces over 500,000 unfilled positions
• Buildings generate 548 million tons of construction waste annually (U.S. EPA)
• Buildings account for 39% of global carbon emissions (World Green Building Council)

When you connect these numbers, the conclusion is clear:

The industry is facing massive demand—and ignoring a massive workforce.

The Escalation: Why This Gap Is Becoming a Crisis

Here is what I have seen repeatedly over decades of work:

Buildings are failing faster than ever, and the systems used to protect them are not keeping up.

Traditional approaches rely on short-cycle solutions:

• Paint that fails every 3–5 years
• Repeated maintenance cycles
• Eventual removal and replacement

This creates what I call the “maintenance treadmill”—a cycle of cost, waste, and recurring failure.

At the same time:

• Climate stress is increasing
• Material degradation is accelerating
• Labor shortages are expanding

And still, the industry continues to overlook a workforce that could help solve all three problems.

There is also a deeper issue.

The perception of coatings work remains outdated.

When people hear “construction,” they imagine heavy labor, extreme conditions, and physical barriers.

But applying protective coatings—especially modern systems—is not that.

You assess the surface.

You prepare it.

You apply with standard tools.

You clean up with water.

That is the job.

There is no structural limitation preventing women from excelling in this field.

The barrier is not physical.

It is awareness.

“The brush doesn’t know who’s holding it. The coating doesn’t care. But the building—and the planet—benefit from whoever does the job right.”— George C. Keefe, The ENCASEMENT Guy

The Solution: Green ENCASEMENT Coatings — A New Category, A New Opportunity

What I tell building owners—and what I tell anyone considering this trade—is simple:

Green ENCASEMENT Coatings are not paint.

They are a fundamentally different category of building protection.

And that difference changes everything about the opportunity.

A Three-Dimensional Methodology

Dimension 1 — GREEN

• Zero VOC — non-toxic, water-based
• Biodegradable and ozone-safe
• EPA and CARB compliant
• Green Seal GS-11 certified
• LEED v4 eligible
This means safer working conditions, cleaner air, and no exposure to harmful chemicals.

Dimension 2 — ENCASEMENT

• Cross-link molecular bonding
• Seamless monolithic membrane
• Encases asbestos and lead safely
• Multi-threat barrier (water, UV, chemicals)
• 20-year guaranteed renewable service life
This is not surface coverage.

This is long-term structural protection.

Dimension 3 — COATINGS

• Applied with brush, roller, or spray
• No specialized equipment required
• Water cleanup
• Self-leveling and gap-bridging
• Breathable and flexible with building movement
There are no barriers to entry—only a need for precision, care, and consistency.

📊 Green ENCASEMENT Coatings vs Conventional Systems

• Service Life: 20+ years vs 3–5 years
• Cost Savings: Up to 75% vs replacement
• Energy Efficiency: 15–40% cooling reduction
• Surface Temperature Reduction: 50–80°F
• Environmental Impact: Eliminates demolition waste
• Health Impact: Zero VOC vs toxic off-gassing

The Results: Why This Opportunity Is Wide Open for Women

In my experience, the people who succeed in this industry are not defined by strength.

They are defined by:

• Attention to detail
• Consistency
• Accountability
• Pride in the outcome
These are qualities that are not gender-specific—but they are qualities that many women bring into this trade at a high level.

And the opportunity could not be more favorable:

💼 A Wide-Open Market

The labor shortage is real, and demand is growing rapidly.

⚖️ Near Pay Equality

Women in construction trades earn approximately 99% of what men earn—one of the smallest gaps in any industry.

🌿 Meaningful Environmental Impact

Every project reduces waste, lowers energy use, and protects existing structures.

🛠️ No Gatekeeping

No heavy equipment. No long apprenticeships. No physical barriers.

🏆 High-Value Specialization

Green ENCASEMENT Coatings position applicators above commodity painting markets.

What Happens When the Industry Gets This Right?

When more women enter this space, the results extend beyond workforce numbers:

• Labor shortages begin to close
• Innovation increases
• Project quality improves
• Sustainability goals become achievable
And most importantly:

Buildings last longer.

People are safer.

The environment benefits.

Conclusion: The Opportunity Is Not Emerging—It Is Already Here

After four decades in this industry, I can say this with complete confidence:

There is nothing about applying protective coatings that limits women from leading in this field.

Nothing.

What exists instead is a rare alignment:

• A growing industry
• A labor shortage
• A high-value specialization
• And a massively underrepresented workforce
Green ENCASEMENT Coatings do not just protect buildings.

They create opportunity.

The question is not whether women belong in this industry.

The question is:

Who will step in first—and lead it?

Ready to Step into a high-opportunity, AI-resistant industry that makes a real environmental impact—and one where you naturally belong.

Learn More at ENCASEMENT.com

📞 800-266-3982 | ✉️ service@encasement.com |

🎙️ Fired Up Environmentalist Podcast

Cited Sources

1. U.S. Bureau of Labor Statistics — Women in construction trades
2. Institute for Women’s Policy Research (IWPR, 2024)
3. National Association of Women in Construction (NAWIC)
4. U.S. Environmental Protection Agency — C&D Waste, Indoor Air Quality
5. World Green Building Council — Global emissions data
6. U.S. Department of Energy — Cool roof energy savings
7. Lawrence Berkeley National Laboratory — CO₂ reduction potential
8. McKinsey & Company — Gender diversity performance research
9. Global ENCASEMENT, Inc. — Field data and project history

Source: Global Encasement, Inc. | Est. Reading Time: 5 min

© 2026 Global Encasement, Inc. / ENCASEMENT.com | Educational/SEO resource. All citations link to authoritative sources.

DISCLAIMER: This article reflects the professional opinion of George C. Keefe based on 40+ years of field experience in environmental coatings and building protection.
Gender participation statistics are drawn from publicly available BLS data, IWPR research, and NAWIC publications and are cited at their sources.

Labor market projections and economic opportunity assessments are provided for informational and educational purposes only. Individual career outcomes from applying Green ENCASEMENT Coatings will vary based on market conditions, business practices, and project-specific factors.

All product performance claims are based on GEI's documented field history and should be verified for specific project conditions. Consult Global Encasement, Inc. for project-specific guidance.

This article does not constitute employment, financial, or career advice. References to previous articles in this series are for continuity and context only.