Increased tissue stiffness and epithelial‐to‐mesenchymal transitions (EMTs) are two seemingly discrete hallmarks of fibrotic diseases. Despite recent findings highlighting the influence of tissue mechanical properties on cell phenotype, it remains unclear what role increased tissue stiffness has in the regulation of previously reported fibronectin‐mediated EMTs associated with pulmonary fibrosis. Nano‐indentation testing of lung interstitial spaces showed that in vivo cell‐level Young's moduli increase with the onset of fibrosis from ∼2 to ∼17 kPa. In vitro, we found that stiff, but not soft, fibronectin substrates induce EMT, a response dependent on cell contraction‐mediated integrin activation of TGFβ. Activation or suppression of cell contractility with exogenous factors was sufficient to overcome the effect of substrate stiffness. Pulse‐chase experiments indicate that the effect of cell contractility is dose‐ and time‐dependent. In response to low levels of TGFβ on soft surfaces, either added exogenously or produced through thrombin‐induced contraction, cells will initiate the EMT programme, but upon removal revert to an epithelial phenotype. These results identify matrix stiffness and/or cell contractility as critical targets for novel therapeutics for fibrotic diseases.