Parents Believe the Skilled Trades Offer a Better ROI Than College

As artificial intelligence (AI) reshapes the workforce and the return on a four-year degree faces growing scrutiny, new research from Jobber suggests one of America’s longest-held beliefs about career success may be beginning to crack. In fact, parents now point to the skilled trades offering a better return on investment (ROI) than college by nearly three to one.

Based on two national surveys of 1,000 generation Z adults and 1,000 parents of generation Alpha, the research found that, for the first time since Jobber launched this annual study in 2023, more Gen Z respondents said college is not the safest path to job security than those who say it is. The survey also explores how AI, affordability concerns, and shifting workforce dynamics are reshaping how families define career success.

Key findings from the report include:

• 52% of parents of Gen Alpha believe the skilled trades offer a better ROI than a college degree, compared with just 18% who said the same about college.
• 93% said 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.
• 82% of Gen Z believe skilled trades offer strong job opportunities.
• More Gen Z say skilled trades are the fastest way to get ahead financially (34%) than a four-year degree (27%).
• 51% of parents said the trades lead to financial independence faster.
• Nearly half (47%) believe the trades offer stronger entrepreneurship opportunities than traditional college careers.

Regarding AI, students and parents aren’t just asking which jobs pay well anymore, but they’re asking which ones will still exist:

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

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.

Additionally, 77% of Gen Z want to own a business someday. Nearly twice as many Gen Z respondents said the trades offer the best path to business ownership compared to college careers (46% vs. 24%). Most (67%) also said learning that many trades professionals earn six-figure incomes makes them more interested in pursuing a skilled trade career.