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Generational beliefs on what defines career success have shifted, as affirmed by a new report. Jobber, a software provider, recently released its annual 2026 Blue Collar Report and found that skilled trades are becoming the ideal path forward. Drawing on surveys of more than 2,000 Gen Z Americans and parents of Generation Alpha, the research reveals a fundamental shift in how families define career success, with artificial intelligence (AI), rising education costs, and entrepreneurship reshaping attitudes toward the skilled trades.

For commercial cleaning executives seeking labor recruitment solutions, this change in perception opens opportunities for staffing.

According to 52 percent of survey respondents, parents of Generation Alpha—which includes individuals born between 2010 and 2025—believe that skilled trades offer a better return on investment (ROI) than a college degree. This aligns with the hopes of a quarter of professional cleaning industry personnel who shared in a monthly CleanLink poll that they would like the public to understand that cleaning is a skilled trade and an essential service.

As custodial work becomes more specialized, from hospital-grade disinfection protocol to automation equipment oversight, commercial cleaning training programs must support skill-building to further professional growth. AI and digital technologies are increasingly integrated into cleaning operations, which may encourage future frontline employees. A key finding from the research showed that AI tools make a career in trades more enticing.

“Families aren’t just asking, ‘What job pays well?’ They’re asking, ‘How can I control my destiny?’” says Sam Pillar, CEO and Co-Founder of Jobber. “The opportunity in the trades hasn’t changed, but more people are starting to take it seriously, and that’s great.”

While public attitudes have evolved, schools have not kept pace. More than half of parents surveyed believe schools still do not take the trades as seriously as university pathways, and 80 percent believe giving college and the trades equal promotion would encourage more students to consider skilled trade careers.

“The opportunity now lies in making sure students and families have access to all of the information they need before life-changing career decisions are made,” says Scott Shaw, President and Chief Executive Officer at Lincoln Tech. “The future workforce will need college graduates, entrepreneurs, and skilled tradespeople alike, especially as demand for skilled trades continues to outpace supply across many industries.”

To access the full report and key findings, click here.