Gen Z Shifts Toward Skilled Trades for Stability and Security

Article Summary:

A Resume Builder survey finds that 42% of Gen Z adults are currently working in or pursuing blue-collar or skilled trade roles, with 37% holding bachelor’s degrees. Motivations include better long-term prospects, higher pay, and reduced risk of AI-driven job displacement. Among college grads, many cite disillusionment with degree outcomes and a desire for hands-on, in-demand work. For those without degrees, avoiding student debt and gaining financial independence are key drivers. Gender differences are notable—46% of Gen Z men with degrees are in or pursuing trades, compared to 27% of women. The trend reflects a broader reevaluation of career paths amid a shifting labor market and growing skepticism toward traditional white-collar roles.

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Local Business Types for Broadcasters to Consider Contacting:

Trade Schools and Apprenticeship Programs – These institutions can capitalize on Gen Z’s interest in skilled trades by promoting enrollment opportunities and career success stories through broadcast media.
Local Construction and Home Services Companies – With increased interest in trades, these businesses can use broadcast campaigns to recruit young talent and highlight career growth potential.
Tool and Equipment Retailers – These businesses can align with the trend by advertising starter kits, trade-specific gear, and training partnerships aimed at new entrants to the skilled labor force.

Three Creative Campaign Ideas for Broadcasters to Consider:

Radio Station Commercial Idea: “Tools of the Trade” – A series featuring young professionals sharing why they chose skilled trades, sponsored by local businesses offering apprenticeships or training.
TV Station Commercial Idea: “Built for the Future” – A campaign spotlighting Gen Z workers thriving in blue-collar roles, with visuals of real job sites and testimonials from employers and employees.
Digital Advertising Campaign Idea: “Trade Up Challenge” – A social media campaign inviting users to share their trade career journeys, with giveaways from local tool retailers and features on standout stories.