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.

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.

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.

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.