Wolverine Research Reveals Gap Between Gen Z Interest in Skilled Trades and Career Decisions
New Project Bootstrap white paper finds 71% of young Americans would try a skilled trades job, yet many continue to
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Rockford, MI, Sept. 15, 2026 (GLOBE NEWSWIRE) —
Today, Wolverine, the original work boot brand, released a new white paper examining how Gen Z views careers in the skilled trades and uncovering what the company calls an “interest-to-action gap” between young people’s interest in the trades and their willingness to pursue them as a career. The report comes as Project Bootstrap, Wolverine’s initiative dedicated to supporting the next generation of skilled tradespeople, celebrates its 10th anniversary.
Based on a survey of 2,000 Americans ages 16-28, the research found that 71% of respondents not currently working in the skilled trades would be interested in trying a skilled trades job. Yet when asked to choose between college and an apprenticeship, only 21% said they would choose an apprenticeship, compared with 32% who would choose college. The report comes at a time when employers across the country continue to face skilled labor shortages and increasing demand for trained workers – between 2022 and 2026, the demand for electricians, welders and construction specialists alone grew 30%.
The findings point to what Wolverine identifies as an “interest-to-action gap.” While many young people recognize the earning potential, stability and value of skilled trades careers, outdated perceptions and limited exposure to career pathways continue to influence decision-making. Among respondents ages 16-18, 58% said they had considered a trade career or already begun one, yet only 11% saw trade school or an apprenticeship as their most likely path after high school.
“The data is clear: young people aren’t rejecting the trades,” said Mike Maloney, Global General Manager, Wolverine. “They’re simply not being shown a clear path into them. That’s a challenge for employers, educators and industry leaders alike. If we want to close the skills gap, we need to make skilled trades careers more visible, more accessible and easier for young people to imagine themselves pursuing.” Additional findings from the report include:
- 65% believe someone could reach a $100,000 annual salary faster through a skilled trades career than through a traditional college route.
- 87% say avoiding student debt is important when choosing a career path.
- 73% say they feel at least some pressure to attend college after high school.
- 76% find the opportunity to earn while learning through an apprenticeship appealing.
The report concludes that the skilled trades face less of an interest problem than a perception and pathway problem. Young people increasingly understand the opportunities available through the trades, but many still need clearer information, greater exposure, and more visible pathways into the industry.
For nearly a decade, Wolverine Project Bootstrap has worked to raise awareness of skilled trades careers and support workforce development organizations helping prepare the next generation of workers. Since its launch in 2016, the initiative has contributed nearly $3 million through financial and in-kind support for skilled trades education and workforce development efforts.
This month, Wolverine launched the #TradeUp campaign, encouraging high school students to “trade up” and consider a career in the trades. Wolverine is spotlighting the stories of people building their future in the trades, from high school students to established professionals, and distributing #TradeUp kits including work boots to 250 high school shop classes across the country to support the next generation of skilled tradespeople.
The full report, “Gen Z & the Trades: How Perception & Pathways are Shaping the Next Generation of Work” is available at wolverine.com/projectbootstrap.
About the Research
This online survey of 2,000 American 16-28-year-olds was commissioned by Wolverine and conducted by market research company OnePoll, in accordance with the Market Research Society’s code of conduct. Data was collected between June 8-17, 2026. All participants are double-opted in to take part in research and are paid an amount depending on the length and complexity of the survey. This survey was overseen and edited by the OnePoll research team. OnePoll are MRS Company Partners, corporate membership of ESOMAR and Members of the British Polling Council.
About Wolverine
Wolverine, America’s leading work boot brand, is on a mission to honor the spirit and tenacity of the American worker and build the next generation of skilled trades people. Taking pride in crafting durable boots with unrivaled craftsmanship and the highest quality materials, Wolverine is dedicated to serving hardworking people all over the world. Through Project Bootstrap, Wolverine has contributed over $3 million to organizations in support of skilled trade training, and supported thousands of next generation tradespeople. For more information, visit www.wolverine.com. Wolverine is a division of Wolverine World Wide, Inc.
Contact Info
Taylor George
taylor.george@wwwinc.com
+1 248-613-6363
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