New federal investment will help support women’s economic security and prosperity in New Brunswick

News release

Project will increase recruitment and retention of women in skilled and non-traditional trades

August 28, 2019 – Saint John, New Brunswick – Women and Gender Equality Canada

The Government of Canada is committed to advancing gender equality and it recognizes the important role that creating more opportunities for women can play in promoting women’s empowerment in all aspects of life. By investing in projects that improve women’s economic security, we are helping to ensure that women, their families and communities can prosper—which means a stronger economy for all Canadians. 

That is why today Wayne Long, Member of Parliament for Saint John—Rothesay, on behalf of the Honourable Maryam Monsef, Minister of International Development and Minister for Women and Gender Equality, announced federal funding for a project that will improve women’s access to well-paying jobs in New Brunswick.

MAP Strategic Workforce Services Inc. will receive $150,000 for its project New Boots Skilled Trades Exploration Program for Women. To increase the recruitment and retention of women in skilled and non-traditional trades, the organization will collaborate with public and private sector partners to help women get into skilled and non-traditional trades by looking at current tools and training methods to find and remove any unintended barriers to women when recruiting them for jobs in the trades. The results of this Gender-based Analysis Plus (GBA+) analysis will be developed into provincial recommendations for successfully recruiting more women in the trades.

Supporting this project represents one of the many ways the Government of Canada is investing in women’s economic security; in this case, by supporting a non-for-profit organization that partners with the private sector. The Government of Canada welcomes co-investment opportunities like this as part of its plan for advancing gender equality and growing the middle class.


“The Government of Canada recognizes that when we invest in women, we are growing the economy and creating more equality and opportunity for all Canadians. By supporting the New Boots program, we are ensuring that all Canadians – regardless of gender – have a real and fair chance at success. This project improves women’s economic security and prosperity and helps to advance gender equality by bringing women into skilled and non-traditional trades. It adds value to our economy by creating the right conditions for women to pursue their goals and careers and achieve greater economic security.”   

The Honourable Maryam Monsef, P.C., M.P.
Minister of International Development and Minister for Women and Gender Equality

“I’m proud to be a part of a federal government that is making unprecedented investments to help women break into the skilled, and non-traditional, trades. This investment will help improve opportunities for women in New Brunswick who are looking to become an apprentice or train up to a Red Seal endorsement. By supporting this project, we are demonstrating our commitment to ensure that all Canadians have an equal opportunity to achieve their full potential in the workforce.”

Wayne Long
Member of Parliament for Saint John—Rothesay

“Women in New Brunswick are serious about entering the skilled trades and learning their way to rewarding careers. A large part of what we do involves creating inclusive workplaces that provide financial and social value to our partners. These relationships are part of an important community foundation. We are thankful for the federal government’s support. By improving women’s economic opportunities, we are helping bring positive change to their lives and also to their neighbours, friends and families.”

Hélène Savoie-Louis, Executive Director
MAP Strategic Workforce Services Inc.

Quick facts

  • Women represent about 4% of the skilled trades in New Brunswick and only 3% of apprentices in non-traditional skilled trades, such as construction, auto and trucking. In Canada, women make up 51% of the population but are often disproportionately affected by workplace and professional inequalities that can threaten or limit their economic insecurity.

  • Economic security is composed of basic social security, defined by access to basic needs such as health, education and housing. 

  • McKinsey Global Institute estimates that by taking steps to advance equality for women—and boosting women’s participation in the workforce—Canada could add $150 billion to its economy by 2026.

  • Budget 2018 announced $100 million over five years to support a viable and sustainable women’s movement across Canada. 

  • Budget 2019 invests a further $160 million over five years, starting in 2019–20, in Women and Gender Equality Canada’s Women’s Program.

  • The Women’s Program supports eligible organizations to carry out projects that work to remove systemic barriers to gender equality.

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Braeson Holland
Press Secretary
Office of the Minister for Women and Gender Equality

Valérie Haché
Senior Communications Advisor
Women and Gender Equality Canada

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