Labor shortages in the trades are a big problem, and it’s only getting worse. If you’ve tried to hire someone to do work in or on your home recently, you’ve likely experienced this firsthand—the U.S. construction industry alone is facing a shortage of more than 500,000 workers. This is likely just the tip of the iceberg.

This shortage of ambitious people doing hard work with their hands leaves me wondering why we are actively discouraging young people from pursuing careers in the trades. Why are we nudging Gen Z away from lucrative career and entrepreneurship opportunities right when they need them most?

Chase Gallagher, Jessica Bannister, and Terence Chan heard the call and answered. They saw opportunity where others see “not for me,” and now they’re winning.

Chase was 13 years old when he started his lawn care and landscaping business, CMG Landscaping, which he’s grown into a multi-million dollar venture.

After working in administration for her dad’s HVAC company, Cam Cool Refrigeration, Jessica developed a passion for the trade. She registered to be an apprentice and points to the constant problem solving and earning potential in her trade as career highlights.

When Terence was 20, he started working as a plumber and, at 23 he started his own company, Impetus Plumbing and Heating. Today, he employs six people and generates more than $1 million in revenue.

People working in the trades are in high demand, make great money, and accumulate a lot less student debt to get into that position. With so much upside, why is there a shortage?

Jobber wanted to better understand what’s going on here, so we surveyed Gen Z. To start, 74% of our respondents say there’s a stigma associated with pursuing a vocational career.

This isn’t new and unfortunately it’s not surprising. A lot of people think blue-collar work is somehow “less than.” This misguided stigma is ridiculous and puts the future of our homes and our economy at risk. Who will keep our HVAC, plumbing, and electrical systems running when today’s tradespeople retire? What will happen when these small businesses—so important to a healthy economy—cease to exist?

In the first edition of Jobber’s Blue-Collar Report, we examine what Gen Z Americans think about blue-collar work and look at the uncertain future of the trades. After surveying 1,000 people aged 18 to 20 in the U.S., we analyzed the data and sourced testimonials from real entrepreneurs. Here’s what we found.

PARENTS SHAPE PERCEPTIONS OF THE TRADES

Our results show that parents play a large role in perpetuating this stigma, and are heavily influencing their children to attend a traditional four-year college. Of our respondents, 79% say their parents want them to pursue a college education after high school, while only 5% say the same about vocational school.

HIGH SCHOOL STUDENTS ARE INTERESTED IN THE TRADES

The good news is that there are signs that things are changing, and that what high school graduates envision for their careers differs from the ideals of their parents; 75% of respondents say they are interested in exploring vocational schools that offer paid, on-the-job training.

ENTREPRENEURIAL GEN Z UNDERESTIMATE THE EARNING POTENTIAL OF THE TRADES

There’s a lack of understanding about the earning potential of certain trades. The majority of our respondents don’t believe that tree maintenance, landscaping, residential cleaning, and plumbing businesses can earn over $1 million in revenue per year. Well, they can—and they do! According to Jobber’s data of more than 200,000 service professionals, 60% of tree care businesses and 65% of landscaping businesses achieve these earnings.

Nearly two-thirds of respondents want to start a business at some point, and 11% already have. Whether they realize it, home service businesses provide the entrepreneurial opportunities that Gen Z is looking for.

Forty-one percent of respondents are most interested in starting a business that doesn’t require formal training or has low upfront costs. Residential cleaning, power washing, and lawn maintenance businesses are all examples of home service careers with low barriers to entry.

GEN Z WANTS ‘AI-PROOF’ STABILITY THAT THE TRADES CAN OFFER

Gen Z is aware of AI’s potential to automate a range of jobs. Job security was identified as the most important factor for selecting a career by respondents, and it seems that concerns about taking on and managing student debt are impacting their career decisions. When looking at AI, 56% of respondents believe that “blue-collar” jobs have more job security than “white-collar” desk jobs.

TRADES OFFER FULFILLING CAREER OPPORTUNITIES FOR GEN Z 

When you actually talk to young people who have pursued a career in the trades, you find it’s not only profitable, but rewarding, too. These people are proud of what they’ve achieved and what they’re building, and this is an often overlooked part of the opportunity in the trades.

Chase believes businesses in the trades provide endless opportunity for young entrepreneurs. He bypassed a traditional college degree and is growing his empire while his peers are just starting to find jobs and paying off student debt.

Jessica loves coming to work each day. The work is challenging, she feels accomplished, and she enjoys working with her family to evolve how they deliver services to an increasingly tech-familiar customer.

Similarly, Terence believes that, as a young business owner, he has a significant advantage over competitors because of how he’s embraced technology to automate the back end of the business, allowing him to focus on mastering his craft and giving his customers the best experience.

It’s vital for the next generation, our homes, and our economies that we continue to work to change the perception of careers in the trades. At Jobber, we want to help the public see that pursuing careers in home service industries like HVAC, plumbing, cleaning, lawn care, and many others is the smart move; join us. Together, we can encourage a whole new generation of entrepreneurs to get out there and build something.