“They Got the Memo”: Mike Rowe on Why Gen Z Is Embracing the Trades

For years, Dirty Jobs host Mike Rowe has been one of the most vocal champions of the skilled trades. Long before the current momentum, he was sounding the alarm: America was pushing college degrees at all costs while ignoring a massive, growing shortage of electricians, plumbers, welders, and machinists.

Now, in a recent interview with Fox Business, Rowe sees that message finally landing—loud and clear. And it’s Gen Z that’s leading the charge.

This time, Gen Z got the memo.

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“Four-Year Degrees Have Gone Down”

Rowe points to a sharp economic reality that’s driving a cultural shift. With student loan debt in the U.S. totaling more than $1.7 trillion, many young adults are questioning the value of a traditional four-year degree. The return on investment just isn’t adding up.

“Four-year degrees have gone down... and there’s a lot more interest in electricians and plumbers, and fitters, and welders.”

Rather than take on debt with no guarantee of job security, Gen Z is turning toward careers where they can earn while they learn, build valuable lifelong skills, and secure roles that can’t be outsourced or automated.

As Rowe puts it:

“Gen Z got the memo.”

Breaking the “Work Smart, Not Hard” Myth

In a separate interview, Rowe revisited one of the earliest messages that helped shape his advocacy for the trades.

He recalls a poster from his high school counselor’s office that perfectly captured the outdated mentality:

“And on one side is a college graduate... and on the other side is a tradesman... and the caption says, 'Work smart, not hard.'"

That message stuck—and it sent the wrong signal. It framed hard work as less intelligent and steered generations away from meaningful, essential careers in the trades. But Gen Z is changing the narrative.

Today’s young people recognize that a master electrician, HVAC technician, or welder is not only smart—they’re critical to the future of our economy. Skilled labor isn’t just hard work. It’s highly intelligent, specialized work.

From Advocacy to Action

Mike Rowe’s advocacy has helped bring skilled trades back into the national spotlight—but awareness alone isn’t enough. For this shift to take root, we need modern tools designed for the next generation of tradespeople.

That’s where Collars comes in.

Collars is a job platform built exclusively for the trades—including construction, manufacturing, transportation, agriculture, and service industries. We’ve left behind the corporate jargon and outdated hiring systems. Instead, we focus on what matters: your work.

Whether you’re an applicant or an employer, Collars helps you:

• Build a profile with photos, videos, and certifications
• Show off your real-world projects
• Highlight your company culture and values
• Connect with people who are ready to get to work

The Trades Aren’t Plan B—They’re the Future

Gen Z isn’t just challenging outdated ideas—they’re building something better. And so are we.

The Collars app is launching soon. Be one of the first to join a platform that actually understands what it means to work with your hands, build something that lasts, and connect with people who value what you do.

👉 Join the waitlist now at Collars.io
Let’s build the future of work—together.

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