TORONTO, CANADA — Americans are increasingly viewing skilled trades careers as an alternative to a traditional four-year college degree, according to Jobber's 2026 Blue Collar Report. The annual study found growing support among both Gen Z and parents for careers in plumbing, HVAC, electrical and other skilled trades, driven by concerns over artificial intelligence, rising education costs and increased interest in entrepreneurship.

The report, titled The Great Career Reset: Why America Is Rethinking College, Careers, and the Skilled Trades, surveyed more than 2,000 Gen Z Americans and parents of Generation Alpha to examine how career priorities are changing.

Families See Greater Return on Investment

The survey found that many parents now believe skilled trades offer stronger long-term value than a traditional college education.

More than half (52%) of parents surveyed said the trades provide a better return on investment than a four-year degree, while only 18% said the same about college. Nearly all respondents (93%) said they would financially support trade school the same way they would a university education, and 92% said they would encourage their child to pursue a skilled trades career if interested.

For contractors facing ongoing labor shortages, the findings suggest public perception of the trades continues to improve as more families recognize the financial opportunities available in the industry.

"The definition of career success is being rewritten in real time," said Sam Pillar, CEO and co-founder of Jobber. "For decades, we treated college as the enlightened path and the trades as a compromise. This year's research suggests that assumption is breaking down. Families aren't just asking, 'What job pays well?' They're asking, 'How can I control my destiny?' The opportunity in the trades hasn't changed, but more people are starting to take it seriously, and that's great."

AI Reshapes Career Decisions

Artificial intelligence also appears to be influencing career planning.

According to the survey, 68% of parents said AI has caused them to reconsider the long-term stability of many white-collar careers. Among Gen Z respondents, 76% said it is important to choose a profession that is difficult to automate, while 38% said AI technologies actually make skilled trades careers more attractive.

The report suggests that hands-on professions requiring field expertise continue to be viewed as less vulnerable to automation than many office-based occupations.

Entrepreneurship Appeals to Younger Workers

Business ownership ranked as another major factor driving interest in the trades.

More than three-quarters (77%) of Gen Z respondents said they hope to own a business someday. Nearly twice as many believed the trades provide the best pathway to business ownership compared with careers requiring a traditional college degree (46% versus 24%).

In addition, 67% said learning that many skilled trades professionals earn six-figure incomes increased their interest in pursuing a trades career.

Schools Continue to Emphasize College

While perceptions are changing, respondents said education systems have been slower to adapt.

More than half (55%) of parents believe schools still place greater emphasis on college than skilled trades careers. Four out of five respondents (80%) said students would be more likely to consider careers in the trades if schools gave equal attention to both educational pathways.

"As perceptions continue to evolve, the opportunity now lies in making sure students and families have access to all of the information they need before life-changing career decisions are made," said Scott Shaw, President and Chief Executive Officer at Lincoln Tech. "The future workforce will need college graduates, entrepreneurs, and skilled tradespeople alike, especially as demand for skilled trades continues to outpace supply across many industries. Success has never belonged to a single career path, and it shouldn't belong to one now. Our skilled trade graduates are finding great personal and professional success. Rather than spending their days behind a desk, skilled trades professionals are out in the world solving problems and making our lives better, which is why they are considered essential workers."

Jobber said the Blue Collar Report is intended to raise awareness of the opportunities available in the skilled trades while highlighting the role contractors and skilled trades professionals play in supporting the economy.

To read the full 2026 Blue Collar Report, visit: www.getjobber.com/bluecollarreport.