TORONTO – Jobber, a provider of software for blue collar businesses, released its 2026 Blue Collar Report titled The Great Career Reset: Why America Is Rethinking College, Careers, and the Skilled Trades. 

Drawing on surveys of more than 2,000 Gen Z Americans and parents of Gen Alpha, the research reveals a shift in how families define career success, with artificial intelligence, rising education costs and entrepreneurship reshaping attitudes toward the skilled trades. 

“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.” 

Key findings from the report include: 

Parents are changing their minds.

  • 52% of parents of Gen Alpha believe the skilled trades offer a better return on investment than a college degree, compared with just 18% who say the same about college.
  • 93% say they would financially support trade school the same way they would a four-year degree.
  • 92% would encourage their child to pursue a skilled trade career if they were interested.

AI is accelerating the shift.

  • 68% of parents say AI has made them rethink the long-term stability of white collar careers.
  • 76% of Gen Z say it’s important to choose a career that is difficult to automate.
  • 38% say AI tools actually make a career in the trades more appealing.

Ownership is becoming the new career goal.

  • 77% of Gen Z wants to own a business someday.
  • Nearly twice as many Gen Z respondents say the trades offer the best path to business ownership than college careers (46% compared with 24%).
  • 67% say learning that many trades professionals earn six-figure incomes makes them more interested in pursuing a skilled trade career.

While public attitudes are changing rapidly, schools haven’t kept pace. More than half (55%) of parents believe schools still do not take the trades as seriously as university pathways, and 80% believe giving college and the trades equal promotion would encourage more students to consider skilled trade careers. 

“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.” 

The full report is available HERE.