Over the past ten years or so, more and more recent high school grads have forgone college and, instead, have enrolled in a trade program. Of course, if you operate either a trade school or a college, you may know why.
Much of today’s “youth” sees college as an expensive, time consuming and non-guaranteed way to land a good paying job. On the other hand, they view the trades in the very opposite way; a less expensive, relatively fast and nearly guaranteed pathway to a good career.
But it’s not only Gen Z who sees the trades this way. In fact, older adults already in the workforce have begun considering getting into the trades as well. It’s true.
The question is why?
Well, with technology having advanced so quickly (and GenX feeling left behind by their younger peers) and AI threatening to take a lot of middle-management jobs away, they see the writing on the wall.
Or, as MediaCulture put it, “The decision-making process of Generation X is marked by practicality. Growing up during a period of economic and social change, they quickly recognized the importance of being practical and resourceful. This practical mindset is evident in how they handle finances and make career and even lifestyle decisions.”[1]
Today, just under 55% of adults over the age of 40 are willing to change careers.[2] Further, a simple Google search shows “Gen Xers generally view trade school as a viable alternative to a four-year college, particularly for those who are more hands-on learners or prioritize a quicker path to a stable, well-paying job with less debt.”
You see, this generation needs something different, something more “permanent” from their careers. And many see entering the trades as a pathway to long-term, gainful employment… regardless of what “technology” does.
Now, if an entire demographic of people is looking for change, and you can offer that change…
Shouldn’t your school consider marketing its programs to them?
Of course, it should. But this is easier said than done, right?
Well, if you have to reimagine your marketing materials, demographic targeting and emotional trigger tactics… If you have to change the imagery in your ads and create entirely new segments… If you have to create alternative voices for your videos, and alternative copy that speaks to a different, more mature crowd, yes.
That is no easy mountain to climb.
But…
For Conversion Media Group, that mountain is more of a hill. You see, we’re already in contact, by telephone (and digital media), with Gen X. In fact, we’re in contact with people of every generation, and they tell us what it is they’re looking for in higher education.
As you probably guessed, a lot of Gen X we speak with are interested in trade school. But as the “practical” generation, they just need to know the specifics.
Specifics like, when does the program start?
Can I attend part time?
Is there any financial aid available?
Does your school offer job placement?
And, of course, much more.
But it’s at this stage (the “I need to learn more” stage) that we can transfer our telephone calls directly to your enrollment department, so you can offer the details.
How do we do it?
Well, simply give us a call at 1-800-419-3201 and we’ll walk you through our process. Or, if you like, you can contact us HERE we’ll get back with you ASAP.
Best New Careers To Start at 40, According to Experts – Parade
13 Scholarships And Grants For Adults Going Back to School in 2025 | Research.com
[1] Values and Beliefs: What Drives Gen X Decision-Making | Media Culture