Jobber recently released its annual Blue Collar Report. Based on survey responses from more than 1,000 U.S. students (ages 18 to 20) and 1,000 parents, the report finds that while families increasingly recognize the instability of traditional white-collar careers and the long-term potential of the trades, old perceptions and lack of awareness are still keeping Gen Z locked into a college-first mindset.
"We're at a crossroads," says Sam Pillar, CEO and cofounder of Jobber. "Gen Z is entering the workforce at a time of rising costs, shrinking job security, and rapid automation. Yet despite these challenges, too many are still defaulting to college. The trades represent a resilient, entrepreneurial path forward, and it's time we start treating them as first-choice careers, not fallback options."
Confidence in college fades, but habits persist
This year's findings expose a sharp divide between what families know and the choices they make. Only 16% of Gen Z parents believe a degree guarantees long-term job security, yet 75% of Gen Z still plan to pursue one. The Education Data Initiative puts the true cost of a bachelor's degree at more than $500,000 when factoring in loans and lost income. At the same time, layoffs in tech and finance are accelerating, while demand for skilled trades continues to grow well above the national average (U.S. Bureau of Labor Statistics).
AI raises the stakes for future-proof careers
AI is accelerating the need for careers that are harder to automate, and families are taking notice:
- 72% of parents say they've discussed automation's impact with their children.
- 77% of Gen Z report that choosing a career resistant to automation is a top priority.
- Parents overwhelmingly point to trades as safer than digital roles, stating carpenters (56%), plumbers (54%), and electricians (51%) as highly AI-resilient, compared to just 18% for software developers and 11% for accountants.
For Gen Z, recognizing this shift could mean the difference between chasing vanishing jobs and building lasting security.
Trades offer stability, but stigma holds back action
The trades remain one of the most resilient career paths in an AI-driven economy, offering stability, upward mobility, and the chance to build a business. Parents are beginning to recognize this, but their actions haven't caught up.
- 73% of parents agree that trade entrepreneurs enjoy greater long-term security than tech employees, but only 7% of parents would prefer their child pursue a vocational path.
- 71% of Gen Z and 63% of parents still see trade school as less favorable than college, proof that stigma remains a major barrier.
This is a missed opportunity as trade businesses demonstrate strong earning potential. According to Jobber data, plumbing and HVAC companies, for example, report median gross sales of $416,120 and $390,594, showing that careers in the trades can deliver both stability and prosperity.
Schools keep trades off the radar
High school guidance is still pushing students toward college.
- 76% of Gen Z say college was actively promoted, while only 31% remember trade school being encouraged.
- 59% of Gen Z who didn't apply to an apprenticeship program said it was because they didn't have enough information.
That shows the real barrier isn't interest in the trades but rather access and awareness.
In addition to survey findings, the report includes firsthand stories from trade entrepreneurs across the U.S. who highlight the financial security, flexibility, and sense of purpose the trades offer.
To access the 2025 Blue Collar Report, visit jobber.com/bluecollarreport.
