Reframing Trade Professions: New Work Pathways
People worldwide are reassessing trade careers – encompassing jobs from construction to healthcare and beyond. Many are driven by increasing scepticism towards higher education, access to apprenticeships and a skills shortage. We explore how brands can court this new generation of workers with improved on-the-job training as well as products and services that celebrate trade work.
The Appeal of the Trades
Blue-Collar Jobs in the Spotlight
Evolved Worker Priorities
Expanding Apprenticeships
In the US, 75% of Gen Zers are interested in vocational training, either alongside or independent of higher education (Jobber, 2023). As artificial intelligence (AI) threatens office work and trust falls in the value and content of higher education, some young people are pursuing trade careers because of reasonable training costs, earning potential and (presumed) security.
In the US, 75% of Gen Zers are interested in vocational training, either alongside or independent of higher education (Jobber, 2023). As artificial intelligence (AI) threatens office work and trust falls in the value and content of higher education, some young people are pursuing trade careers because of reasonable training costs, earning potential and (presumed) security.
Summary
The Appeal of the Trades | In the US, 75% of Gen Zers are interested in vocational training, either alongside or independent of higher education (Jobber, 2023). As artificial intelligence (AI) threatens office work and trust falls in the value and content of higher education, some young people are pursuing trade careers because of reasonable training costs, earning potential and (presumed) security. |
Blue-Collar Jobs in the Spotlight | While vocational paths are increasingly accepted as an alternative to university degrees, 74% of American Gen Zers still believe there’s a stigma associated with vocational training (Jobber, 2023). This lingering bias against manual labour could stymie sector growth. Cue a surge in influencers and brands that aim to valorise blue-collar workers. |
Evolved Worker Priorities | Young employees pursuing manual labour are bringing with them a desire for flexible schedules, supportive environments and career development – echoing trends from Mastering the Multigenerational Workforce. As trade workers become a more diverse cohort in terms of age and gender, businesses must prepare for a cultural transition regarding on-the-job expectations, salary requirements and inclusivity. |
Expanding Apprenticeships | In Europe, 54% of people believe that apprenticeships are better preparation for work than university (Amazon, 2024). This mindset is increasing demand for on-the-job training for new and upskilling employees. Smart brands are responding with programmes that offer a straightforward progression from training to workforce. |
Reframing Trade Professions: New Work Pathways
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Offering access to over 350 consumer and cross-industry reports annually, Stylus Membership is your window to tomorrow’s most exciting opportunities.
We already arm more than 500 of the world’s most forward-thinking brands and agencies with the creative insights they need to make transformative business decisions.
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