Construction & Trades Keynote

Construction & Trades Industry Keynote Speaker

Solve workforce challenges, boost employee engagement, and shift public perception—by focusing on What Matters Most to the people who build our world.

"This hit home for me because my values are so important. This is why I became a Union Rep. Thank you so much!" 

Doug Singer, President, United Steel Workers Local 1-405

Construction & Trades Keynote

The construction and skilled trades sector is the backbone of the global economy. Yet right now, it’s grappling with a perfect storm: workforce shortages, generational shifts, changing public perceptions, and increased pressure to lead with purpose, not just productivity. Whether you're on a job site or in the boardroom, one thing is clear—this industry needs a new playbook.

That playbook starts with human values.

What The Industry Is Saying…

  • Anonymous Audience Feedback, FP Canada

    “This keynote was the 'shut up and take my money' moment of this conference for me. This is brilliant work.”

  • Taylor Valee, Director, National Enterprise Group Solutions, People Corporation

    “So relevant to today’s issues in the workforce, but with reflective insights you can also use personally!”

  • Liz Ptak, Corporate Events Manager, FP Canada

    “People were buying his book as he was speaking – including my boss!”

David Allison is a best-selling author, human values expert, and founder of The Valuegraphics Research Company. He has conducted nearly a million surveys in 152 languages and amassed hundreds of millions of data points to understand one thing: What Matters Most to people.

His team has completed extensive data collection and analysis focused specifically on the trades and construction industry, including both the white-collar leadership ranks and the skilled trades workforce on the ground.

Who is it for

  • Construction executives, HR leaders, and workforce development professionals.

  • Government bodies and associations focused on workforce policy and industry promotion.

  • Manufacturers, builders, and trades leaders seeking to unify diverse teams and elevate their sector.

Audience takeaways

  • The Power Values that drive both executive and trades-level workers—and how to activate them

  • Fresh tools to enhance retention, recruitment, and workforce engagement

  • A clear roadmap for changing how the public, media, and policymakers perceive the industry

Construction & Trades insights

Fix the Pipeline

Learn what matters most to the next generation of workers—and how to bring them in.

Lead With Purpose

Use shared values to unify white-collar and blue-collar teams around a common culture.

Tell a New Story

Equip your sector with the values-based messaging needed to shift public perception.

“

​Super informative and insightful. Life-changing. This changes how I will make decisions​.

Georgie Knox

CMH Heli Skiing

About David

David Allison is the world’s leading authority on human values and how they shape our decisions, relationships, and organizations.

As the founder of The Valuegraphics Research Company, he has developed the first global database that replaces outdated demographic stereotypes with what people actually care about. His work has been used by Google, lululemon, PayPal, and the United Nations Foundation, and has now made a powerful impact in the construction and trades industry.

David has been featured on top industry podcasts, interviewed in trade publications, and invited to speak at premier events, including BUILDEX in cities across Canada, Service World Expo, regional construction associations, the General Contractors Association, and the Window and Door Manufacturers Association. These appearances reflect the trust industry leaders place in his expertise.

His keynotes are grounded in nearly a million surveys conducted in 152 languages, including custom Valuegraphics studies of the construction and trades workforce, both in the field and at the executive level. These insights reveal what unites the people who power this sector—and how to use those shared values to drive action.

Whether you’re trying to shift public perception, attract the next generation of tradespeople, or unify your teams around a shared culture, David brings the data, tools, and energy to make it happen.

This keynote is a rallying cry for an industry ready to grow, connect, and lead with What Matters Most: our shared human values.