By Vicky Sidler | Published 25 September 2025 at 12:00 GMT+2

If you’ve ever tried to hire an electrician and been told, “We can fit you in next month,” this story might explain why.

According to a recent Fortune piece, 23-year-old Jacob Palmer skipped college, started untangling wires for $15 an hour, and now runs a profitable one-man electrical business. He’s debt-free, fully booked, and pulling six figures.

He’s not alone. He’s part of a much bigger movement that small business owners should be watching closely—especially those still stuck chasing Gen Z with TikToks about office culture.

TL;DR:

• Gen Z is dropping college and picking up tool belts

• Skilled trades are seeing a major image makeover

• Young tradespeople are turning into YouTubers and entrepreneurs

• Demand is rising, while stigma and outdated career advice lag behind

• Smart businesses will take notes—not just on hiring, but on messaging

👉 Need help getting your message right? Download the 5-Minute Marketing Fix

Table of Contents:

They’re Not “Dropping Out.” They’re Opting In:

Palmer was a top student with leadership roles and public speaking trophies. But when college moved online during the pandemic, he bailed. “I hated it,” he told Fortune. Instead, he tested out warehouse work, then found his calling after chatting with an electrician at his mom’s house.

Three years later, he’s booked solid, owns his own business, and just passed six figures in revenue.

So why should you care?

Because stories like Palmer’s are no longer exceptions.

According to Jobber’s 2025 Blue Collar Report, Gen Z and their parents are rethinking the ROI of college. They’re eyeing trades as a fast track to income, independence, and influence—without the student debt.

This Isn’t Just a Trend. It’s a Business Model Shift:

Palmer isn’t just wiring sockets. He’s building a brand.

He’s got a YouTube channel. He’s posting videos. He’s making $1,300 a month in ad revenue.

Same with 19-year-old HVAC tech Itzcoatl Aguilar in California. His first YouTube video hit 407,000 views. He hasn’t cashed his paycheck yet, but he’s investing in gear and filming the journey.

They’re not waiting for the big job offer. They are the job.

This is what the next generation of entrepreneurs looks like:

• Tech-savvy

• Self-taught

• Video-ready

• Value-driven

And they’re proving you don’t need a boardroom or a bachelor’s to build a business.

Your Business Needs to Catch Up:

If your marketing still assumes that “entrepreneur” means startup founder in a co-working space, you’re missing a growing segment.

These tradespeople aren’t just workers. They’re competitors, collaborators, and in many cases, customers.

If you serve small businesses, these are your people.

If you’re trying to attract young talent, these are your benchmarks.

And if you’re wondering why your old marketing isn’t landing, maybe it’s because you’re selling prestige when they want purpose.

How to Market Smarter in the Age of Blue-Collar Entrepreneurs:

1. Lead with real results:

This crowd doesn’t care about fluff. They care about proof. Show how your offer actually helps them earn more, save time, or grow.

2. Respect the hustle:

Don’t talk down to non-college audiences. Many of these folks have done harder things by 20 than some MBAs do by 30.

3. Add a creator mindset:

They’re watching YouTube, not reading brochures. If you’re not visible on video or search, you’re invisible.

4. Talk ownership, not just employment:

The trades aren’t just about jobs anymore. They’re a path to independence. Frame your offer as a way to support that.

Want Your Message to Resonate With the Next Generation of Small Biz Owners?

Start by writing one clear sentence that tells them what you do and why it matters.

That’s what the 5-Minute Marketing Fix helps you do. It’s a quick, free tool to help you stand out—whether your audience is a plumber with a GoPro or a CEO with a podcast.

👉 Download it free here

Related Articles:

1. AI vs Human Creativity in Problem Solving: What Works Best?

If you're fascinated by Gen Z tradespeople using both tools and tech, this article shows how blending human insight with AI can supercharge any small business.

2. Digital Marketing Costs in 2025: What Agencies Really Charge

Young entrepreneurs might be handy with tools, but they still need marketing. This guide breaks down what digital help actually costs—and where to find good value.

3. AI Marketing Trust Gap Widens as Consumers Push Back

Gen Z’s success often comes from being real. If your marketing feels too robotic, this post explains why authenticity still wins—and how to keep your brand human.

4. AI Replacing Humans Backfires—What CEOs Miss

Big companies chase automation. Gen Z tradespeople chase mastery. This article explores why smart businesses are keeping skilled humans at the center.

5. Why 95% of AI Pilots Fail and What to Do Instead

Jacob Palmer didn’t try to automate his way to success—he built it brick by brick. This read shows how small, strategic steps (not shortcuts) lead to sustainable growth.

FAQs on Gen Z Entrepreneurs and Blue-Collar Marketing

Why is Gen Z ditching college for the trades?

Because it’s faster, cheaper, and often more profitable. Many are choosing real-world skills over debt, and they’re turning trades into full-blown businesses—complete with YouTube channels and six-figure income.

Are tradespeople really entrepreneurs now?

Yes. And they’re not hiding it. They’re filming their work, building personal brands, and creating content that brings in revenue alongside their day jobs. These aren’t side hustles. They’re real businesses.

What does this shift mean for small business marketing?

If your marketing still talks like everyone wants an office job and a degree, you’re missing the mark. You need to speak to independence, practicality, and proof—not prestige.

Should I start targeting tradespeople as customers?

Absolutely. If you sell tools, tech, software, or services for small businesses, they’re already your market. And if not, they may still be part of your ecosystem—as future collaborators, clients, or competitors.

What kind of content does this audience respond to?

Straight talk and real results. They’re watching tutorials, following creators, and skipping anything that feels like corporate fluff. If you’re not useful or relatable, you’re invisible.

How do I make my message land with Gen Z entrepreneurs?

You start by getting your one-liner right. Tradespeople are busy and no-nonsense. If your pitch is fuzzy, you’ve lost them. Try the5-Minute Marketing Fix to tighten up your message and make sure it actually hits.