Empowering Women in Non-Traditional Trades: Strategies for Overcoming Stereotypes and Biases.

Abstract

Purpose: In contemporary society, many women have successfully entered professions that men once dominated. This study explores women's empowerment in Non-Traditional Trades (NTT), focusing on strategies to overcome gender stereotypes and biases. Design/Methodology/Approach: The research utilised a descriptive cross-sectional survey design with a quantitative methodology. The target population comprised women engaged in NTT across three regions of Ghana. A purposive sampling technique was applied to select a sample of 400 participants. Data on gender stereotyping, empowerment strategies, and empowerment outcomes were collected using a structured questionnaire. Findings: The results showed that workplace expectations are some of the significant predictors of women's empowerment outcomes in non-traditional trades. However, when controlling for the impact of gender stereotypes by including empowerment strategies, such as awareness programmes and networking opportunities, the influence of gender stereotypes on empowerment outcomes was significantly greater, highlighting the critical nature of those strategies in dismantling gender biases. Research Limitation: The implication of the findings is essential for organisational success, innovation, and workforce adaptability in contemporary industries. Practical Implication: The findings' implications are essential for organisational success, innovation, and workforce adaptability in contemporary industries. Social Implication: Empowering women in NTT can contribute to broader societal change toward gender equality and social justice. Originality/Value: By developing theoretically grounded, empirically validated empowerment strategies, this study contributes knowledge that can inform policy, practice, and future research while supporting economic opportunities and gender equity for women and their communities.