Tradies: A Growing and influential audience, marketers can’t afford to overlook
DPR&Co recently teamed up with Workwear Group to launch a campaign for KingGee, the iconic Australian workwear brand with over 100 years of history. While collaborating with such a respected brand was an honour, the project also revealed a cultural shift in the trades sector that marketers need to pay attention to.
The rise of the modern tradie
Our in-depth research uncovered an emerging generation of tradespeople who are skilled, confident, and ambitious. Unlike outdated stereotypes, today’s tradies take pride in their work, embrace diversity, and aim high. Many are tertiary educated, specializing in skilled trades, and their workplaces are becoming more inclusive and progressive. Tradespeople are not just earning—they’re thriving. Many aspire to own their own businesses, build wealth, and enjoy premium lifestyles. This new wave of tradies reflects Australia’s diversity, with growing numbers of women and individuals from culturally and linguistically diverse (CALD) communities joining the workforce. The KingGee campaign, “You Wear the Crown,” celebrates these modern tradies and their aspirations. It highlights their unique potential and shows why they’re a demographic worth targeting.
5 Key insights to market to today’s tradies
If you’re looking to engage with this rising audience, here are the top strategies to connect with modern tradespeople effectively:
1. Appeal to their ambitions.
Tradies value authenticity and respect. Many struggled with traditional education systems but excel in hands-on learning. Marketing messages should speak to their aspirations and accomplishments without being patronizing. Direct, inspiring communication resonates best.
Tradies value authenticity and respect. Many struggled with traditional education systems but excel in hands-on learning. Marketing messages should speak to their aspirations and accomplishments without being patronizing. Direct, inspiring communication resonates best.
2. They earn big—and start early.
Unlike university graduates paying off student loans, tradies often make six-figure salaries early in their careers, especially on major infrastructure projects. With fewer financial obligations, they’re a prime audience for premium products like utes, boats, homes, and high-end electronics. Brands should confidently position big-ticket items for this audience.
Unlike university graduates paying off student loans, tradies often make six-figure salaries early in their careers, especially on major infrastructure projects. With fewer financial obligations, they’re a prime audience for premium products like utes, boats, homes, and high-end electronics. Brands should confidently position big-ticket items for this audience.
3. Use powerful storytelling.
Tradies may prefer straightforward communication, but they also connect deeply with emotional storytelling. Heritage matters—young tradies (under 25) value brands with a strong legacy. For KingGee, the tagline “Since 1923” helped build trust and respect. Messaging that celebrates success and ambition, like “Rising to the Top,” also strikes a chord.
Tradies may prefer straightforward communication, but they also connect deeply with emotional storytelling. Heritage matters—young tradies (under 25) value brands with a strong legacy. For KingGee, the tagline “Since 1923” helped build trust and respect. Messaging that celebrates success and ambition, like “Rising to the Top,” also strikes a chord.
4. Go mobile-first.
Tradies rely heavily on their phones to stay connected on the job. To reach them effectively, focus on mobile-friendly content and communication strategies. Whether it’s ads, social media, or email campaigns, ensure your efforts are optimized for mobile devices.
Tradies rely heavily on their phones to stay connected on the job. To reach them effectively, focus on mobile-friendly content and communication strategies. Whether it’s ads, social media, or email campaigns, ensure your efforts are optimized for mobile devices.
5. Reflect their diversity.
The trades sector is becoming one of the most diverse professional groups in Australia. The number of female tradies is steadily increasing, and CALD communities are well-represented. Campaigns should highlight and celebrate this diversity to connect authentically with the modern tradie.
The trades sector is becoming one of the most diverse professional groups in Australia. The number of female tradies is steadily increasing, and CALD communities are well-represented. Campaigns should highlight and celebrate this diversity to connect authentically with the modern tradie.
Why tradies are a valuable audience for brands
The modern tradesperson is skilled, ambitious, and ready to invest in premium products and services. By understanding their aspirations and values, brands can build genuine connections with this influential and growing demographic. With thoughtful messaging and the right strategies, marketers can tap into the potential of this rising audience.
Don’t underestimate today’s tradies, they’re shaping industries, driving growth, and becoming key consumers in Australia’s evolving economy.