Ninety-two percent of tradespeople in Northern Ireland say a quick chat with someone during the day has a positive impact on their wellbeing, according to new research from MacBlair, as the company launches its 'How's the Head' campaign.
Research carried out to mark the launch of MacBlair's ‘How's the Head?' campaign, in partnership with one of Northern Ireland's favourite comedians, Dave Elliott, shows that almost half (48%) of tradespeople spend at least four hours of a typical working day alone, highlighting the important role everyday conversations can play in helping people stay connected.
The campaign focuses on the value of everyday connections, recognising that while working independently is a central part of life in the trades, day-to-day interactions with others can play an important role in supporting overall wellbeing. It ties in with sister company Chadwicks' own 'How's the Head?' campaign. Both merchants are part of the Grafton Group.
The research, carried out by 3Gem in June 2026 with 50 tradespeople in Northern Ireland, showcases the way everyday conversations are key for tradespeople during busy working weeks. 94% of respondents agree that staying in touch with friends and family is important for their overall wellbeing, while 64% say interactions with other people during the working day are very or extremely important.
Phone calls (52%) are the most common ways tradespeople stay in touch during the working week. Interestingly, some tradespeople also cite talking with customers (40%) as a way to help stay connected too.
During work travel, more than half (56%) say they call someone for a chat at least once a day, while a further 22% do so a few times a week. Partners and spouses are the most common source of support, with 42% most likely to call their partner or spouse during work travel. The findings suggest these everyday conversations play an important role in helping lift tradespeople's moods during long working days.
Working independently is a key part of life in the trades, and the research shows that many tradespeople value the flexibility it brings. Almost a quarter (24%), say the best thing about working independently is being able to work at their own pace, while 20% value the flexibility it provides and 16% enjoy being their own boss.
While tradespeople value the independence and flexibility the job offers, the research also highlights the reality that many spend long periods working alone. When asked about the challenges of working alone, 46% cited getting the balance right between work and personal life, followed by the pressure to get jobs completed on time (42%) and managing multiple responsibilities (40%).
Whether it is a call in the van, catching up with someone on site or checking in after a long day, the data suggests these everyday conversations play an important role in a tradesperson's work life. Supporting this, more than four in five (92%) tradespeople agree that a quick chat with someone during the day has a positive impact on their wellbeing.
Sixty-two percent agree they find it difficult to make social plans because of their work schedule, but many tradespeople make a conscious effort for connection outside of work. As such, 54% see friends socially at least once a week, while a further 34% see friends a few times a month.
Attitudes towards wellbeing also appear to be shifting: 70% believe the trade industry is becoming more open about wellbeing and mental health, while more than three in five (64%) say they feel comfortable talking openly about their own mental health.
Speaking about the campaign, Dave Elliott said: "I'm genuinely excited to come on board as the ambassador for MacBlair's ‘How's the Head?' campaign. It's a brilliant activation with a simple message: staying in touch matters, and sometimes a quick chat can do more good than we realise.
"The research really brings that home. Almost half of tradespeople spend at least four hours of their working day alone, yet 92% say a quick chat has a positive impact on their wellbeing. A phone call between jobs, a bit of banter on site or checking in with a mate can completely change the mood of the day. Looking after your mental health does not always have to feel like a massive undertaking."
Alan Wright, Managing Director at MacBlair, added: "At MacBlair, we work closely with tradespeople across Northern Ireland every day, so we understand that working independently can be both rewarding and demanding.
"‘How's the Head?' is about helping to make wellbeing part of the everyday conversation and creating a culture where people feel comfortable speaking openly when they need support. It is encouraging that 70% of tradespeople believe the industry is becoming more open about mental health and wellbeing. The stats show that there is still more to do, but that shift shows real progress."
As part of this year's How's the Head? campaign, MacBlair is encouraging tradespeople to take five minutes for a Builder's Brew. Whether it is checking in with a mate, making a call on the drive between jobs or taking time for a chat over a cup of tea, small everyday conversations can make a real difference. If you or someone you know needs additional support, help is available from organisations such as Action Mental Health that provide essential support to individuals affected by mental health conditions.
