Background: Finland is known for strong gender equality, but this progress is not seen in all sectors. In the construction industry, women make up less than 10% of the workforce. This is not because of a lack of ability, but because of deep-rooted cultural and structural barriers. While environmental sustainability is widely addressed in construction, social aspects like gender equality are often ignored. 

Purpose: To explore how organizational culture influences gender equality in male-dominated industries that are considered a traditionally masculine environment. This is studied in the Finnish construction industry.  

Method: A scenario-based, exploratory qualitative study was conducted through semi-structured interviews with stakeholders across the industry, grounded in an abductive research logic. Thematic analysis was used to interpret the data through theoretical lenses. 

Conclusion: The results show that deep-rooted masculine norms and unconscious assumptions within the industry hinder cultural change toward gender equality. Although formal tools like codes of conduct and training programs exist, they often fail to challenge underlying cultural barriers. The study identifies three key themes: Deep Cultural Barriers, Adaptability vs. Resistance to Change, and Visible Tools for Equality. It concludes that meaningful progress requires not only visible commitments but also sustained efforts to transform the hidden cultural layers that shape inclusion, identity, and belonging in the workplace.