A recent survey conducted by DEWALT and WorldSkills International of young trade professionals found that their strong passion for skilled labor trade was significantly influenced by social media despite encountering social stigmas surrounding their career choices.

The survey polled young professionals across 69 countries and regions who are competing at WorldSkills Competition 2024 about their motivations, inspirations, and passions to better understand the new generation entering the skilled trades.

Difference Makers in Skilled Labor

“At DEWALT, we recognize that the trades are critical contributors to the economy,” says Chris Nelson, COO 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 despite their enthusiasm for skilled trades.

Almost half (42%) identified the persistent social stigma surrounding these professions as a major obstacle, while more than a third (35%) pointed to a lack of parental support.
However, social media is emerging as a powerful tool for changing these perceptions.

Three-quarters (75%) expressed a desire to use online platforms to raise awareness and visibility for skilled careers, indicating a growing recognition of its potential to inspire others to view skilled trades as a fulfilling and rewarding career path.
The survey results also underscore the deep passion young professionals have for their trades and their eagerness to share this enthusiasm.

This drive is further complemented by a strong sense of independence and altruism among younger generations. These findings reveal 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.

Almost half (44%) acknowledged social media played a role in inspiring their career choices and more than half of that cohort were inspired by a specific influencer or brand.
Nearly 70% reported their primary motivation for choosing a specific skill was the desire to work with their hands.

Forty-four percent cited the desire to make a positive impact on the global community, while 42% noted a willingness to start their own business.
Forty-five percent cited the cost-effectiveness of vocational education and training as a top factor in choosing it over college, while 53% cited the earning 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,” says 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.”

Convening Tradespeople at the World’s Largest International Skills Competition

WorldSkills International and DEWALT engaged with 820 Competitors from the 2024 WorldSkills Competition to gain insights into their views on skilled careers.

The 2024 WorldSkills Competition, the world’s biggest international skills competition, unites more than 1,400 competitors representing 69 countries and regions to showcase and exchange vocational expertise. Held biennially by WorldSkills International, this event is the pinnacle of vocational skill competitions.

The 47th edition, which will take place in Lyon, France, 10 to 15 September 2024, aims to inspire and support young people in their pursuit of careers in the trades, through skill development and by transforming views on vocational education and training.

DEWALT, which has supported WorldSkills International for ten years, is the Platinum Partner of WorldSkills Lyon 2024.

Methodology

WorldSkills International and DEWALT engaged with 830 Competitors from the WorldSkills Competition 2024 to gain insights into their views on skilled careers. These young professionals, representing 69 countries and regions, are showcasing their talents across 59 diverse trade professions. Survey participants, aged 16 to 25 from every continent, reflect a global passion and dedication, sharing their thoughts on industry support, barriers, promotional ideas, and their personal inspirations.