MIND YOUR BUSINESS
"Once you get a few blocks in someone's hands, that's when buy-in really starts," Shaver said.
An American trade renaissance
Ryan's story isn't unusual; his experience reflects a larger career shift in the U.S. More and more students are shying away from traditional four-year degrees in favor of learning a trade like concrete masonry, electric and plumbing, among others. According to a 2023 study by the National Center for Education Statistics, U.S. undergraduate enrollment declined by approximately 15% between 2010 and 2021, falling from about 18.1 million to 15.4 million students. On the other hand, fall enrollment at trade schools grew at an estimated compound annual rate of 3.2% from 2019 to 2024 and is expected to grow even faster from 2024 to 2030 at a projected rate of 6.6%.
But why are younger generations joining the trades? Perhaps one of the most compelling reasons is that young people are rethinking what makes a good job.
nials (92%) consider a sense of purpose to be important to their job satisfaction and well-being. Similarly, another Deloitte study found that 44% of Gen Z report rejecting employers whose values did not align with their own, signaling that meaning and contribution influence job choice.
By contrast, trade jobs like concrete masonry offer hands-on, purposeful and financially secure vocations that communities rely on every day. With a registered apprenticeship, workers can expect to be paid from the day they start and can expect their wages to increase as their skills advance. As far as earning potential goes, these young tradespeople in construction and extraction jobs can expect to earn a median annual wage of $58,360, exceeding the median wage across all U.S. occupations, including white-collar roles.
How the industry is paving the way for the next generation
To capitalize on the renewed interest in the trades, industry leaders need to create a tangible connection - not just for students but for professionals as well. The success of Shaver's Junior Blocklayer program is a clear example of how the industry needs to shift and meet young people where they're at.
"We have to teach adults how to work with students," he said, "not the other way around."
Debt-laden, desk-bound jobs without a clear impact or purpose are less appealing to younger generations. A recent Deloitte report found that roughly nine in 10 Gen Zers (89%) and millen-