But it appears there are at least cracks forming in the stigma for the trades, and contractors should be wielding new tools to attract the next generation of talent.  

Job Security and the AI Apocalypse 

Many white-collar workers are becoming increasingly concerned with the rapid advancement of AI and what that could mean for their ability to make a living.  

For Gen Z, who has grown up fully immersed in technology, they acutely recognize that the playing field could be nearly unrecognizable in the coming years.  

77% of Gen Z said it was important to choose a career that’s hard to automate. 

“In fact, job security now ranks as the top career consideration for Gen Z, above passion or even salary,” the report states. “They’re looking for long-term stability, not just personal fulfillment.” 

Parents are also apprehensive about the future job market, with 72% reporting they’ve talked to their children about how AI could impact a future career, and 51% said AI-driven job loss influences what advice they give. Meanwhile, 57% believe AI will significantly impact job availability in the next 10 years.  

“Nearly 40% of parents say they’d actively encourage a vocational path if it meant more AI resilience,” the report states.  

Among parents of Gen Z, 51.3% believe an HVAC technician’s job is highly resistant to AI disruption.  

While these concerns seemingly suggest that the trades are a resilient option, 75% of Gen Zers said they still plan to pursue a degree at a four-year college, and only 7% of their parents said they’d prefer their child pursue the trades.  

These findings came as a bit of a surprise to the folks at Jobber.  

“Although our research shows that only 16% of parents believe a college degree ensures long-term job security today, just 7% say they would prefer their child pursue a trade or vocational program instead of a traditional college path,” said Moly Milosovic, head of community at Jobber. “It’s clear there’s a stigma around blue-collar professions that we have to shake, fast. The skilled trades are one of the smartest career bets a young person can make, offering job security, work that’s tough to automate, and the chance to be your own boss — something Gen Z highly values.” 

Stigmas and the Parent Factor 

The reality of today’s world is that a person could be recorded at any time, ending up on someone’s social feed for better or worse, so there is a heightened sensitivity to others’ perceptions.  

71% of Gen Z say that vocational school still carries a stigma, and 63% of parents agree.  

But while parents and Gen Z are expressing that the trades almost seem beneath them, both seemingly admit that it is a very viable career path.  

Only 16% of Gen Z parents believe a college degree guarantees job security, and 73% of parents say a trade entrepreneur carries more long-term stability than someone working in tech at a major company. 

Clifton Beck, digital media manager at ESCO Institute, said the biggest challenge is awareness, and changing the perception that college is the default option.  

“To change that, we must put trades and apprenticeships on the same stage by providing early exposure through school demonstrations and career days, offering transparency by clearly showing how apprenticeships blend classroom learning with paid, on-the-job training that leads to real credentials, and delivering unified messaging from certification bodies, manufacturers, and contractors,” Beck said. “When apprenticeships are made as visible and understandable as the college route, students can make an informed choice instead of defaulting out of a lack of knowledge.” 

For Gen Z, that stigma could be lessened if they had more access to information — Gen Z said they’d be more likely to consider trades if they had better data on job security and pay (42%), more info given to them during high school (40%), and heard more success stories from their peers who pursued a trades career (40%).  

“If skilled trades offer security, earning potential, and resilience against automation, why are 75% of Gen Z still planning to attend a four-year college or university?” the report asks. “The answer isn’t necessarily about preference or even stigma. It’s about what Gen Z is, and isn’t, being told. High schools continue to overwhelmingly promote university as the ‘right’ path forward. In our research, 76% of Gen Z respondents said that a four-year college was actively encouraged in high school. In contrast, only 31% reported that trade school received any promotion at all. Even more concerning, just 40% said a counselor ever discussed a skilled trade as a viable option.” 

Certifications are a clear path to verified proof of learned skills, and provide a tangible witness to their personal growth and a roadmap to where they want to go next. 

“Many Gen Zs see education as a career map, not just a destination,” Beck said. “The beauty of progressive levels of education is that there are always new opportunities to challenge yourself and validate your educational progress. New certifications typically lead to increased pay and increased opportunities.” 

Parents have also shown they desire credible, stable careers for their children, and certifications also fit that bill.  

“When industry-recognized credentials are highlighted in hiring and pay scales, they shift HVAC from a ‘fallback option’ to a respected, first-choice path,” Beck said.  

Milosovic also has faith that things are going to turn around for the trades.  

“I’m optimistic that parents are already rethinking things — 73% believe a trade entrepreneur has more long-term security than a tech employee at a major company,” Milosovic said. “And there’s proof in the numbers: 21% of plumbing businesses and 21% of HVAC businesses generate over $1 million in annual revenue.” 

Show Z the Money 

Perhaps Gen Z needs to have more trades-related video content popping up in their TikTok feed, or maybe they just need to see some of the report’s numbers put in front of them.  

According to Jobber, the median annual revenue for HVAC businesses is $390,594, with 21% earning over $1 million.  

Compared to other trades, HVAC is near the top: plumbing ($416K, 21% over $1 million) and electrical contracting ($329K, 17% over $1 million). 

Gen Z has shown itself to be highly interested in the entrepreneurial angle that the trades represent, and there is a tangible opportunity to build real wealth in HVAC.  

On top of that, the report projects 9% job growth for HVAC technicians from 2023 to 2033, which is more than double the national average of 4% for all occupations.  

While AI is becoming more integrated in equipment and the business management side of things, HVAC work remains a deeply human and hands-on career, making it one of the most future-proof paths for those entering the workforce.  

How To Hire 

The interest is there, but so is the stigma, so how can contractors get themselves in front of this untapped labor pool? 

To reach Gen Z, Chris Lollini, chief reputation engineer at Reputation Igniter, said contractors need to meet them where they already are — on short-form video platforms.  

“Show authentic behind-the-scenes moments, share clear pay and career-path details, and highlight the real community impact — whether it’s keeping homes comfortable, water clean, or power flowing. If they are willing to get really creative: partner with local schools and influencers, host livestream Q&As or shop tours, and make apprenticeships easy to explore. Getting the industry in front of these eyes should be the main goal, to show that this is career is an AI-resilient way to build wealth and maybe work for yourself.” 

Social media is helping to normalize the trades as a first-choice career, and a surge of day-in-the-life and earnings videos on TikTok and Instagram could help to give young people a relatable picture of how rewarding this work can be — something the trades could use right now.  

“It chips away at the old ‘fallback career’ stereotype far faster than schools or traditional career counseling ever could,” Lollini said. “Plus, education is a big money industry with deep pockets. It won't go quietly into the night. Social media is the best/quickest hope.” 

But the biggest opportunity the trades have right now is alignment.  

“Parents and students know college is expensive and that automation threatens many white-collar jobs, but that awareness hasn’t translated into action,” Lollini said. “Contractors can close that gap by making trade career pathways unmistakable by offering visible success stories, clear apprenticeship steps, and mentorship that turns curiosity into applications. Educate the parents in your community more, too, when sponsoring or participating in local events.” 

A change also needs to happen at schools, which often pitch college as the right path — this could either be an information gap, or maybe even a cultural lag.  

“I think it’s a little bit of both. High schools often don’t even bring up trade careers as an option, so kids don’t get the full picture,” Milosovic said. “However, there’s also a cultural lag since ‘success’ has often been defined as getting a degree, even when the data no longer supports that. Schools have to start promoting vocational options as loudly as they push college, and parents need to explore the trades as a future-forward choice — not a ‘plan B.’ Until then, it’ll feel like students are stuck between what they want out of their careers and what they’re told they should do.”