When you’re tasked with ensuring California’s current and future construction needs are met, everything hinges on attracting future generations to the industry.
However, demographic and societal changes in recent decades have produced young people often unfamiliar with general home repair, let alone operating any kind of heavy machinery. Add in long-standing stigma about construction careers, including that the work is unstable, difficult and dangerous, only for men, and with pay that can’t support a family, it’s no wonder fewer young people are considering construction as a viable career option.
How do you change the narrative? What does it take to re-engage up-and-coming generations in an industry too often seen as a fallback for those who can’t get it or finish college and reinvent it as the smart, high-paying, opportunity-heavy career pathway of the future?