Jobber study shows that while families see the risks of white collar paths and the resilience of blue collar work, stigma and outdated school guidance still steer students toward college

Jobber, the leading provider of home service software, today released The Annual Blue Collar Report: Gen Z and the Blue Collar Revolution. Based on survey responses from more than 1,000 U.S. students (ages 18–20) 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 keeping Gen Z locked into the college-first mindset.

“We’re at a crossroads,” said 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 university, 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 university 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, it’s 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.

“Owning a trades business has given me a life I never imagined possible,” said Hunter Patrick, owner of Dumpire Junk Removal. “Working in the trades provides good money, but running your own business takes it to another level. It’s made me more confident, financially secure, and truly happy, all because I chose to build my future in the trades.”

To access The 2025 Annual Blue Collar Report Powered by Jobber, visit jobber.com/bluecollarreport.

Report Methodology

The 2025 Annual Blue Collar Report Powered by Jobber draws on two surveys commissioned by Jobber and conducted by Conjointly. The first, fielded in May 2025, gathered responses from 1,042 U.S. students aged 18–20 who are currently attending or considering college or graduate school. The second, conducted in June 2025, surveyed 1,336 U.S. parents of children aged 18–20 in the same category. Both surveys carry a margin of error of ±3 percentage points at the 90% confidence level.