Too many parents and school guidance counselors still picture the trades the old way.

They see the trades only as a fallback position when college doesn’t work out: as backbreaking, low-paying work that offers little or no chance for advancement. When in fact, the opposite is true.

We need to seize the narrative. 

Yes, there’s a physical component. But modern HVAC, electrical and plumbing work involve more technology than ever before. They require advanced problem-solving, on-the-spot diagnostic skills, and a healthy helping of diplomacy for explaining what needs to be done to an often-skeptical customer. 

Unfortunately, old stereotypes still exist—and the trades need to do a better job of fighting them. These are skilled, technical careers with real earning power, real mobility, and increasingly sophisticated technology. 

The perception problem starts early.

Many young people who reject the trades as an option are actually rejecting a caricature. 

A study from the National Center for Construction Education Research found that many high schools do a poor job of promoting the trades as a realistic career path. There’s still a bias toward college, even though the trades offer almost immediate income while college is usually accompanied by crushing student debt.

In a domino effect, counselors’ opinions often influence parents’ opinions. So students are actually discouraged from pursuing a career in the trades.

Ironically, the trades offer much of what parents want. 

Parents want their children to enjoy stability, dignity, good pay, and opportunities for growth. The irony is that the trades can offer all of these, especially since the demand for skilled labor far exceeds the supply. But if all parents hear about the trades is physical strain and labor shortages, they are going to nudge their kids elsewhere.

The industry has to give them a more complete picture.

These careers are more technical than the stereotype suggests.

Electricians, plumbers and HVAC techs all need to understand diagnostics, controls, system logic, and codes. Their jobs also require documentation, customer communication, and more software knowledge than many outsiders would guess. 

In many shops, technicians are using tablets to read digital work orders, capture photos, document job notes, and review equipment history. They also use tablets to present options to customers, and work inside systems that unite scheduling, invoicing, closeout, and follow-up. 

In stronger organizations, AI is starting to support the background work too: summarizing notes, tightening handoffs, prompting follow-up, and reducing the admin drag that used to eat up the day.

Addressing parents’ pay concerns.

Parents who ask “What are you going to live on?” have a legitimate concern. Fortunately, the numbers work in favor of the trades.

For example, The Bureau of Labor Statistics reports these median annual salaries as of 2024: 

• $62,350 for electricians

• $62,970 for plumbers, pipefitters, and steamfitters

• $59,810 for HVAC mechanics and installers

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Plus some very positive growth prospects from 2024 through 2034:

• 9% for electricians

• 8% for HVAC mechanics and installers

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These roles are in high demand; are critical to economic progress; and are under pressure as veteran tradespeople age into retirement. 

That should matter to families. A stable, technical, well-paid career with room to grow is exactly what many parents say they want for their children.

How the trades should be presented to parents.

There are two key places where the trades swing and miss when trying to sell themselves.

Attacking college is a major mistake. First, because many parents still associate college with prestige, and second, calling out college makes the trades look petty and vindictive.

Another mistake is portraying the trades as a ticket to instant wealth. While it’s true that most entry-level tradespeople won’t be saddled with six-figure student loan debt, there may be debt from trade schools or training programs. And, as in many jobs, entry-level people won’t earn big salaries right away.

The smart approach is to simply explain the career path, showing parents the career path, certifications and technical sophistication these jobs bring. 

There’s also the potential for leadership, or even ownership. Many tradespeople start out working for a firm, eventually moving into senior positions, or heading out on their own. That’s a path most parents aren’t aware of. 

Companies can't just claim to be high-tech.

Also, if the trades want to portray themselves as high-tech, they’ll have to back it up.

That means applying efficient, user-friendly automation to everything from onboarding and training to scheduling to communication between field and office. 

Companies can’t tell recruits that the trades are cutting-edge while still running on scattered paperwork, vague expectations, and constant cleanup. Tech-savvy young people will immediately reject that business model. 

Changing perspectives starts from the inside.

Many trades leaders want schools, parents, and the media to change their narrative about the skilled trades. But to accomplish that, the trades have to tell a better story. 

The new narrative should cover the technical advancements, earning path and leadership potential. It should also note that, while AI is changing the way work is supported, it’s not replacing field technicians. (The fact that most skilled trades jobs are AI-proof is one of the strongest attractors for young people.) 

Because the next generation won’t join the trades on salary alone. They want work that feels modern; that offers a long and satisfying career ahead. And that’s a promise the skilled trades are uniquely positioned to deliver on.