As the construction industry continues to face a critical labor shortage, key trade organizations are launching a coordinated national effort to recruit the next generation of skilled workers—Generation Z.

This week marks the first-ever National Careers in Trades Week, running from April 7–11, an initiative spearheaded by the Sheet Metal and Air Conditioning Contractors’ National Association (SMACNA) in partnership with the Sheet Metal, Air, Rail, and Transportation Workers (SMART) and the International Training Institute (ITI).

At the heart of the campaign is a push to promote trade careers as a viable—and often more practical—alternative to traditional four-year college degrees.

“I’m a parent of three 20-year-olds, so I’m on the front lines of discussions about trades and careers,” said Aaron Hilger, CEO of SMACNA.

Hilger shared that he was encouraged when representatives visited his kids' high school to talk about career paths beyond higher education, helping to raise awareness of opportunities in the trades.

While college is still the dominant post-secondary path, an increasing number of Gen Z youth are questioning its value—especially in the face of rising tuition costs and student debt. A recent Thumbtack survey found that nearly 90% of Gen Z respondents believe learning a skilled trade may offer better economic security than attending college. Moreover, 80% of parents surveyed agreed.

“I think a lot of that has changed because the cost of college has gotten so high,” Hilger said. “It used to be when I went to school, an expensive school was $20,000 a year. Now a lot of private schools are $80,000 a year. That ROI calculation with those kinds of numbers becomes a lot more challenging.”

Social Media, Storytelling, and Tech Appeal

Throughout National Careers in Trades Week, participating organizations are rolling out targeted social media campaigns aimed at connecting with younger audiences in untapped regions. These campaigns are designed to demystify the trades, showing that modern construction and fabrication careers are not only high-paying, but also tech-forward and creatively fulfilling.

That includes emphasizing the role of digital tools and high-tech equipment—something Gen Z naturally gravitates toward.

“You can actually see the results of your work,” Hilger said. “That’s always been appealing to a certain group of young folks. And I think it may be a little more appealing now, particularly when you weigh in the earning potential.”

In addition to outreach and promotion, the campaign will also highlight real-world stories of young people thriving in the trades. One such example is Alejandra Rios, whose story is being shared through the Heavy Metal Summer Experience, a program designed to introduce youth to construction and fabrication careers.

Rios, whose father was a carpenter, said she never felt the trades were presented to her as a viable career option growing up. Now, she's in her second year of a five-year journeyman program at Sheet Metal Workers Union Local 66 in Western Washington.

“One of the biggest things for me is like a zinger that our union has, which is ‘Earn while you learn,’” Rios told Construction Dive. The phrase encapsulates the appeal of getting paid while learning on the job—without the burden of student loans.

Bridging the Gap

Industry leaders hope that by launching a dedicated week focused on career awareness, more young people will begin to understand the range of opportunities available in skilled trades—from welding and HVAC to sheet metal work and pipefitting.

With the U.S. facing a growing gap between the number of skilled jobs available and the number of workers trained to fill them, the success of efforts like National Careers in Trades Week could be a turning point.

Whether it’s through competitive wages, tech-driven roles, or clear career pathways, the trades are being reintroduced to Gen Z not as a last resort, but as a first-choice career option with long-term benefits.

Originally reported by Zachary Phillips in Construction Dive.