2030: The Year the Trades Shortage Flips.
Position Now or Miss Out.
Tuesday, May 27, 2025
2030: The Year the Trades Shortage Flips.
For the past two decades, the narrative around the skilled trades has centered on a looming labor shortage. Fewer young workers entering. Aging talent exiting. A shrinking pipeline with no immediate solution.But I predict that narrative is about to change—and fast.
2030: The Year the Trades Shortage Flips. Position Now or Miss Out.
For the past two decades, the narrative around the skilled trades has centered on a looming labor shortage. Fewer young workers entering. Aging talent exiting. A shrinking pipeline with no immediate solution.
But I predict that narrative is about to change—and fast.
As the artificial intelligence wave accelerates, a seismic recalibration of the labor force is underway. And the desk jobs once considered untouchable? They’re suddenly looking very… automatable.
The Collapse of "White Collar Safety"
What we’re witnessing now is the unraveling of a generational myth—that a degree and a desk means a more stable, prestigious life.
From customer service to data entry, legal research, and even software engineering, AI is displacing knowledge workers at scale. It’s not science fiction—it’s happening now.
And as headlines continue to mount and pink slips pile up, I believe something fascinating will begin to stir: a renewed cultural interest in skilled trades.
Not as a fallback. Not as a last resort. But as a strategic career move.
The Collapse of "White Collar Safety"
That’s the forecast.
As more people wake up to the fragility of knowledge-based work thanks to AI, expect to see a cultural surge back toward trades-based careers—ones rooted in real-world utility, tactile skill, and future-proof value.
I don’t see this reversal as being linear. It will start subtly—early adopters, career switchers, those burned by layoffs. But momentum will grow. Public opinion will shift. And suddenly, what was once dismissed as “manual labor” will be reframed as mission-critical infrastructure work.
When the Tide Turns, Be Ready—or Be Ignored.
When younger workers begin to reconsider their options, they won’t be won over by an outdated trades vision or legacy language. They’ll be drawn to trades brands and companies that reflect their values:
Purpose over prestige
Flexibility and identity over hierarchy and tradition
Respect, culture, and autonomy over paychecks and pensions
Which means the brands that reposition the trades now—not just as jobs, but as modern callings—will have a massive first-mover advantage.
The Strategic Play for Agencies and Trades Brands:
Forecast the reversal. Understand that the labor shortage is not a permanent reality—it’s a temporary imbalance in perception and narrative.
Invest in rebranding the trades. Move beyond toughness and tradition. Embrace purpose, identity, culture, and pride.
Design for Gen Z and Millennials. Speak their language. Use their platforms. Reflect their psychographics.
Be ready before the wave. When the cultural shift hits mainstream, you want to be the brand that already feels like home.
Be Proactive and Own Tomorrow
The brands that win the next decade won’t just fill jobs—they’ll shape a new vision of what meaningful work looks like.
And when the reversal hits—and it will hit—those who invested early in culture, relevance, and emotional connection will be the ones who don’t just survive the shift. They’ll own it.
Need an eye into how this can be done? Check out our “Redefining Toughness” piece where we reframe what it means to be a trades professional today. It’s not about brute strength. It’s about resilience. Grit. Adaptability. And modern values.
Thoughts on this prediction or looking to work together? Email solutions@rlci.com.
Written by
Insights and Strategy Director
More articles
Friday, June 20, 2025
Written by
Jaimee Holland
AI Just Rewrote the Laws of Physics
Now We're Helping It Reshape the Rules of Creativity
An AI recently uncovered new laws of physics—without knowing what physics is. It wasn’t taught Newton. It wasn’t shown Einstein. It simply watched pendulums swing and balls bounce. Then it invented its own understanding of the universe—entirely original, shockingly accurate, and deeply alien. This isn’t just a scientific breakthrough. It’s a creative one. And it’s a challenge to every brand still thinking inside the box of human convention.
Thursday, May 15, 2025
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Trent Summers
Creative Agencies Are Pinnacle in the Age of AI
And why we still think the future is bright.
In today's rapidly shifting marketing landscape, one question seems to echo louder than ever: Is there still a place for agencies in a world increasingly driven by automation and in-housing? At a recent gathering of agency leaders, this poignant question was at the heart of our discussions.
Friday, April 11, 2025
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Drew Wright
Beyond the Lens
Why an Agency Delivers Video Content That Works Harder and Lasts Longer
“We don’t need marketing. We just need a video.” We hear this all the time — especially from businesses right here in our backyard who are looking to film a facility tour, a leadership update, or a quick sales video.
Saturday, April 5, 2025
Written by
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Don't Overlook the Value of an Outside Perspective
The risk isn’t in building in-house—it’s in cutting off the outside view.
In today’s fast-moving landscape, brands are investing heavily in building strong in-house creative and marketing teams. And for good reason—internal teams bring deep brand understanding, agility, and alignment across departments. But even the best in-house teams can benefit from outside perspective to stay disruptive, adaptive, and connected to cultural shifts.
Wednesday, March 19, 2025
Written by
Jaimee Holland
Redefining Toughness in the Trades
Why Young People Are Avoiding the Trades
For decades, the trades—construction, electrical, plumbing, automotive — have run on a simple rule: work hard, don’t complain, and for the love of all things heavy-duty…never admit you’re tired. This “toughness culture” was a badge of honor, but let’s be real—it also led to burnout, injuries, and a workforce that’s now running low on fresh recruits.
2030: The Year the Trades Shortage Flips.
Position Now or Miss Out.
Tuesday, May 27, 2025
2030: The Year the Trades Shortage Flips.
For the past two decades, the narrative around the skilled trades has centered on a looming labor shortage. Fewer young workers entering. Aging talent exiting. A shrinking pipeline with no immediate solution.But I predict that narrative is about to change—and fast.
2030: The Year the Trades Shortage Flips. Position Now or Miss Out.
For the past two decades, the narrative around the skilled trades has centered on a looming labor shortage. Fewer young workers entering. Aging talent exiting. A shrinking pipeline with no immediate solution.
But I predict that narrative is about to change—and fast.
As the artificial intelligence wave accelerates, a seismic recalibration of the labor force is underway. And the desk jobs once considered untouchable? They’re suddenly looking very… automatable.
The Collapse of "White Collar Safety"
What we’re witnessing now is the unraveling of a generational myth—that a degree and a desk means a more stable, prestigious life.
From customer service to data entry, legal research, and even software engineering, AI is displacing knowledge workers at scale. It’s not science fiction—it’s happening now.
And as headlines continue to mount and pink slips pile up, I believe something fascinating will begin to stir: a renewed cultural interest in skilled trades.
Not as a fallback. Not as a last resort. But as a strategic career move.
The Collapse of "White Collar Safety"
That’s the forecast.
As more people wake up to the fragility of knowledge-based work thanks to AI, expect to see a cultural surge back toward trades-based careers—ones rooted in real-world utility, tactile skill, and future-proof value.
I don’t see this reversal as being linear. It will start subtly—early adopters, career switchers, those burned by layoffs. But momentum will grow. Public opinion will shift. And suddenly, what was once dismissed as “manual labor” will be reframed as mission-critical infrastructure work.
When the Tide Turns, Be Ready—or Be Ignored.
When younger workers begin to reconsider their options, they won’t be won over by an outdated trades vision or legacy language. They’ll be drawn to trades brands and companies that reflect their values:
Purpose over prestige
Flexibility and identity over hierarchy and tradition
Respect, culture, and autonomy over paychecks and pensions
Which means the brands that reposition the trades now—not just as jobs, but as modern callings—will have a massive first-mover advantage.
The Strategic Play for Agencies and Trades Brands:
Forecast the reversal. Understand that the labor shortage is not a permanent reality—it’s a temporary imbalance in perception and narrative.
Invest in rebranding the trades. Move beyond toughness and tradition. Embrace purpose, identity, culture, and pride.
Design for Gen Z and Millennials. Speak their language. Use their platforms. Reflect their psychographics.
Be ready before the wave. When the cultural shift hits mainstream, you want to be the brand that already feels like home.
Be Proactive and Own Tomorrow
The brands that win the next decade won’t just fill jobs—they’ll shape a new vision of what meaningful work looks like.
And when the reversal hits—and it will hit—those who invested early in culture, relevance, and emotional connection will be the ones who don’t just survive the shift. They’ll own it.
Need an eye into how this can be done? Check out our “Redefining Toughness” piece where we reframe what it means to be a trades professional today. It’s not about brute strength. It’s about resilience. Grit. Adaptability. And modern values.
Thoughts on this prediction or looking to work together? Email solutions@rlci.com.
Written by
Insights and Strategy Director
More articles
AI Just Rewrote the Laws of Physics
Now We're Helping It Reshape the Rules of Creativity
Creative Agencies Are Pinnacle in the Age of AI
And why we still think the future is bright.
Beyond the Lens
Why an Agency Delivers Video Content That Works Harder and Lasts Longer
Don't Overlook the Value of an Outside Perspective
The risk isn’t in building in-house—it’s in cutting off the outside view.
Redefining Toughness in the Trades
Why Young People Are Avoiding the Trades
2030: The Year the Trades Shortage Flips.
Position Now or Miss Out.
Tuesday, May 27, 2025
2030: The Year the Trades Shortage Flips.
For the past two decades, the narrative around the skilled trades has centered on a looming labor shortage. Fewer young workers entering. Aging talent exiting. A shrinking pipeline with no immediate solution.But I predict that narrative is about to change—and fast.
2030: The Year the Trades Shortage Flips. Position Now or Miss Out.
For the past two decades, the narrative around the skilled trades has centered on a looming labor shortage. Fewer young workers entering. Aging talent exiting. A shrinking pipeline with no immediate solution.
But I predict that narrative is about to change—and fast.
As the artificial intelligence wave accelerates, a seismic recalibration of the labor force is underway. And the desk jobs once considered untouchable? They’re suddenly looking very… automatable.
The Collapse of "White Collar Safety"
What we’re witnessing now is the unraveling of a generational myth—that a degree and a desk means a more stable, prestigious life.
From customer service to data entry, legal research, and even software engineering, AI is displacing knowledge workers at scale. It’s not science fiction—it’s happening now.
And as headlines continue to mount and pink slips pile up, I believe something fascinating will begin to stir: a renewed cultural interest in skilled trades.
Not as a fallback. Not as a last resort. But as a strategic career move.
The Collapse of "White Collar Safety"
That’s the forecast.
As more people wake up to the fragility of knowledge-based work thanks to AI, expect to see a cultural surge back toward trades-based careers—ones rooted in real-world utility, tactile skill, and future-proof value.
I don’t see this reversal as being linear. It will start subtly—early adopters, career switchers, those burned by layoffs. But momentum will grow. Public opinion will shift. And suddenly, what was once dismissed as “manual labor” will be reframed as mission-critical infrastructure work.
When the Tide Turns, Be Ready—or Be Ignored.
When younger workers begin to reconsider their options, they won’t be won over by an outdated trades vision or legacy language. They’ll be drawn to trades brands and companies that reflect their values:
Purpose over prestige
Flexibility and identity over hierarchy and tradition
Respect, culture, and autonomy over paychecks and pensions
Which means the brands that reposition the trades now—not just as jobs, but as modern callings—will have a massive first-mover advantage.
The Strategic Play for Agencies and Trades Brands:
Forecast the reversal. Understand that the labor shortage is not a permanent reality—it’s a temporary imbalance in perception and narrative.
Invest in rebranding the trades. Move beyond toughness and tradition. Embrace purpose, identity, culture, and pride.
Design for Gen Z and Millennials. Speak their language. Use their platforms. Reflect their psychographics.
Be ready before the wave. When the cultural shift hits mainstream, you want to be the brand that already feels like home.
Be Proactive and Own Tomorrow
The brands that win the next decade won’t just fill jobs—they’ll shape a new vision of what meaningful work looks like.
And when the reversal hits—and it will hit—those who invested early in culture, relevance, and emotional connection will be the ones who don’t just survive the shift. They’ll own it.
Need an eye into how this can be done? Check out our “Redefining Toughness” piece where we reframe what it means to be a trades professional today. It’s not about brute strength. It’s about resilience. Grit. Adaptability. And modern values.
Thoughts on this prediction or looking to work together? Email solutions@rlci.com.
Written by
Insights and Strategy Director
More articles
AI Just Rewrote the Laws of Physics
Now We're Helping It Reshape the Rules of Creativity
Creative Agencies Are Pinnacle in the Age of AI
And why we still think the future is bright.
Beyond the Lens
Why an Agency Delivers Video Content That Works Harder and Lasts Longer
Don't Overlook the Value of an Outside Perspective
The risk isn’t in building in-house—it’s in cutting off the outside view.
Redefining Toughness in the Trades
Why Young People Are Avoiding the Trades
Time to smash the status quo.
Let's do this.
Rise above the noise and the BS. Start a project or a conversation with us.
We Keep Good Company
Time to smash the status quo.
Let's do this.
Rise above the noise and the BS. Start a project or a conversation with us.
We Keep Good Company
Time to smash the status quo.
Let's do this.
Rise above the noise and the BS. Start a project or a conversation with us.
We Keep Good Company