‘Strong, proud and skilled' - Māori tradeswomen use social media to inspire other wāhine

Māori tradeswomen are taking to social media to inspire other wāhine to pursue careers in the trades.

An increasing number of Māori wāhine are entering the trade industry, which can be attributed to a growing presence of female Māori content creators.

In 2015, fewer than 1% of building and construction apprentices were women. As of 2025, that number has risen to more than 6%.

Māori & Pasifika Trades Training (MPTT) is an initiative to help Māori & Pasifika obtain trade qualifications.

MPTT said in a statement it had seen a slow but steady increase in Māori wāhine entering vocational pathways.

“Social media has helped make all women in trades more visible and relatable, including Māori.

“Not everyone wants to be the first, so seeing others like them in these roles helps remove that psychological barrier.”

Hera Eruera (Ngāpuhi, Ngāti Whātua-Te Uri-o-Hau) is a former scholarship recipient from MPTT who is completing an apprenticeship in plumbing, drainlaying and gas fitting.

Eruera has established a following on TikTok and Instagram, with more than 4000 followers across these platforms.

She shares information about plumbing and details of her day-to-day life on the job, hoping to inspire other wāhine.

Eruera says she hadn’t seen many Māori wāhine creating content for the trade industry, especially plumbing.

“I wanted to showcase my daily antics on the tools in the hopes of inspiring other wāhine to pick up a trade.”

Stereotypes remain the biggest barrier to Māori women entering the trade industry.

MPTT says the opinions of whānau and elders hold great significance in Māori culture.

“There can still be traditional views about what roles are considered appropriate for women.

“Women may still face outdated attitudes from coworkers or employers.”

Eruera says when she began her career, the biggest barrier she faced was a patronising response to her work and career choice.
“I overcome these barriers by working hard and showing that my mahi speaks for itself.

“When I come across a customer with an outdated attitude and they are being rude or racist, Iknow I can walk away from the site and not have to put up with that type of behaviour.”

Social media has allowed tradeswomen like Eruera to share their lives on the job, challenges and triumphs.

MPTT acknowledges that by sharing their work online, Māori women are helping to dismantle stereotypes and shift traditional perceptions.

“Each new role model — especially those proudly sharing their journeys on social media — helps our young women see themselves in these careers: strong, proud, capable and skilled.”