Dee Parsons, group CEO and sustainability & outreach director at Better Green Group, discusses her path into construction and the changing landscape for women in the industry.
What inspired you to pursue a career in the construction industry?
My journey into the industry was shaped by my personal background and the unique challenges of our time. Growing up in a family of builders, construction and design have been a part of me since childhood. This particular industry is a real passion of mine and starting a company where we can protect the legacy of buildings reminds me of my background and what is most important.
What have been the biggest challenges you’ve faced as a woman in construction, and how did you overcome them?
As women, we’re not only navigating a male-dominated industry, but often a male-dominated world. One of the greatest challenges I’ve faced is confronting the outdated perception that leadership in construction and design belongs to men, while women are expected to remain in administrative, finance, secretarial, or HR roles, seen as supportive rather than leaders in their own right.
How have you seen the industry change for women since you started your career?
As the industry prioritises sustainability and social responsibility, the traditional mindset is gradually giving way to a deeper appreciation of the strengths women bring to the table including empathy, emotional intelligence, organisational ability, and resilience. By combining these qualities with strategic thinking, I have been able to build meaningful relationships, navigate complex challenges, and guide teams effectively through periods of change and uncertainty.
What advice would you give to young women considering a role in construction today?
Remain strong and unapologetically confident in your abilities. The built environment may be grounded in technical expertise, but it also depends on strengths that women often bring in abundance, empathy, adaptability, and emotional intelligence. These are not to be overlooked, they are powerful assets and integral to lasting success.
What first sparked your passion for sustainability within construction, and how does that influence your leadership?
Sustainability has been a passion of mine throughout my whole career. We take so many resources from the planet to create spaces, it was never under question that we had to ensure it was given back. We have had this ethos from the very beginning before it was a key commercial pillar. Again, it really goes back to my Father, someone who cared for heritage buildings as guardians or the history and their future, to ensure they stood for generations to come.
How do you think the industry can continue to attract and support more women in the future?
As women in leadership, we have the influence to create meaningful systemic change by championing inclusivity and challenging the barriers that persist within the sector. By advocating for diversity, mentoring emerging talent, and raising the benchmark for equality, we can help transform the industry into one that is not only fairer, but stronger and better prepared to meet the evolving demands of the future.