A recent global survey of young trade professionals found that their passion for their trade was significantly influenced by social media, despite encountering social stigmas surrounding their career choices.
The survey, conducted by DEWALT and WorldSkills International, polled young professionals across 69 countries and regions who competed at WorldSkills Competition 2024 about their motivations, inspirations, and passions.
“At DEWALT, we recognize that the trades are critical contributors to the economy,” said Chris Nelson, Chief Operating Officer at Stanley Black & Decker. “We know that if we want to continue to advocate for these essential career paths, we must understand the next generation’s aspirations, motivations, and challenges. This data will be vital to those efforts, particularly our Grow the Trades program, which funds vocational training and reskilling programs in construction and manufacturing to support the tradespeople of the future.”
According to the survey, young trades professionals still face significant barriers — 42 percent identified the persistent social stigma surrounding these professions as a major obstacle and 35 percent pointed to a lack of parental support.
However, social media is emerging as a powerful tool for changing these perceptions. Forty-four percent of respondents said that social media played a role in inspiring their career choices, with more than half of that cohort pointing to a specific influencer or brand.
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Going forward, three-fourths of the young tradespeople expressed a desire to use online platforms to raise awareness and visibility for skilled careers.
The survey results showed that the younger generation’s passion for skilled trades is rooted not only in personal fulfillment but also in a broader ambition to contribute meaningfully and drive positive change:
- Nearly 70 percent reported their primary motivation for choosing a specific skill was the desire to work with their hands.
- 44 percent cited the desire to make a positive impact on the global community.
- 42 percent noted a willingness to start their own business.
In addition, 45 percent of respondents cited the cost-effectiveness of vocational education and training as a top factor in choosing it over college, while 53 percent cited the earnings potential of a skill-based career.
“The findings from our survey highlight that to connect with young people, we need to be innovative and creative on how we present skilled career options,” said David Hoey, CEO, WorldSkills International. “It is essential to create diverse role models young people can relate to, use the power of social media to challenge outdated perceptions, and at every turn demonstrate that skilled careers are exciting, viable, and rewarding.”
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WorldSkills International and DEWALT engaged with 820 competitors from the 2024 WorldSkills Competition, aged 16 to 25 from every continent, to gain insights into their views on skilled careers.
The 2024 WorldSkills Competition united more than 1,400 competitors representing 69 countries and regions to showcase and exchange vocational expertise. Held biennially, the 47th edition of the competition took place in Lyon, France, September 10-15, 2024.
DEWALT, which has supported WorldSkills International for 10 years, is the Platinum Partner of WorldSkills Lyon 2024.
