Rising up in Harmony, North Carolina, simply exterior Charlotte, Jacob Palmer was a basic tutorial achiever. “I was a good student,” he says in an interview with Fortune. “In high school, I participated in all types of extracurriculars, student leadership, I did a lot of public speaking. I had all sorts of friends.” However he mentioned one thing modified throughout the pandemic. “School looked drastically different doing online classes and Zoom calls. It felt very intangible.” He says he found out fairly rapidly that on-line faculty “didn’t work for me. I hated it.”
Palmer mentioned that as an alternative of sticking with faculty, he tried issues out, together with a stint at a FedEx warehouse for a number of months, and a change of surroundings at his grandparents in rural Virginia, the place he labored at a manufacturing facility for a number of months.
When he returned residence, in want of a job, his mother was placing in a scorching tub and she or he talked about the electrician engaged on it was “super passionate and loved his job.” Palmer mentioned he sounded him out, estimating that he was about 29 on the time, and appreciated that he labored for himself. “I had a general interest in working with my hands, fixing and making things, as well as a basic understanding of electrical theory from my time in AP Physics class.” Quickly afterward, he began as a full-time apprentice at a small, Charlotte-based contracting agency, incomes $15 an hour at first and dealing his method up the ladder.
He was removed from alone. Palmer’s micro-generation deserted faculty in droves throughout the pandemic, driving 42% of an general 15% decline in undergraduate enrollment between fall 2010 and fall 2021, in line with the Nationwide Middle for Training Statistics (NCES). General, faculty could have peaked, as consultants have predicted a “demographic cliff” ever since 2007, when Individuals began having fewer kids with the approaching of the Nice Recession, and birthrates haven’t recovered since, in line with the Facilities for Illness Management and Prevention. Palmer was a part of a motion deciding to attempt one thing else as an alternative of school.
“I spent a few years just untangling the extension cords and doing the grunt work,” he mentioned, incomes hours en path to sitting for {an electrical} license. However although he didn’t turn out to be a school scholar, he nonetheless discovered himself finding out arduous, as a result of he needed to move his licensing examination, in January 2024. Only a month later, at 21, he opened his personal enterprise, Palmer Electrical. By the tip of that yr, in line with revenue and loss statements reviewed by Fortune, he grossed practically $90,000. Yr-to-date in 2025, he’s already exceeded that.
“I’m a one-man, one-truck operation,” he explains, including that he began simply doing work for pals, household, and “around the neighborhood.” Quickly, word-of-mouth referrals started to circulation. As of early September 2025, he’s booked out a month upfront. However the actual kicker? He’s 23, debt-free, and totally impartial. “I don’t owe anybody anything,” he says, contrasting his place with college-bound friends saddled by loans and job uncertainties.
A broader pattern: the rise of blue-collar ambition
Palmer’s story isn’t a fluke, says Marlo Loria, Director of Profession and Technical Training and Modern Partnerships at Mesa Public Colleges in Arizona—a district on the forefront of adjusting perceptions concerning the trades. “In my school district, we have students that are a lot more interested in the trades as compared to, maybe, what some national statistics are looking at,” Loria explains. Whereas faculty remains to be a spotlight, she sees a definite shift: “The hardest thing is everyone thinks college is a bachelor’s degree, right?” Loria asks. “College is just a vehicle for getting training and skills for whatever career you want, and that might take you a year, it could take you six weeks, it could take you four years.”
Jobber, a 14-year-old software program supplier that has helped over 300,000 individuals begin, construct, and scale home-services enterprise, produces an annual “Blue Collar Report.” Its 2025 version highlighted how a blue-collar profession could be a greater than viable various to varsity for entrepreneurs comparable to Palmer. It polled over 1,000 Gen Zers from age 18 to twenty and over 1,300 mother and father with highschool and college-age children, and located that Gen Z and their mother and father alike are no less than rethinking faculty as rising prices, AI disruption, and job insecurity push the expert trades into the highlight, however stigma and outdated steering from colleges signify a roadblock.
Loria informed Fortune that her district and others nationwide are adopting academy fashions that mix faculty, trades, and direct profession pathways, giving college students choices past the four-year college pipeline. “Our youth want to know why. Why do I need to go to college? Why do I want to get in debt? Why do I want to do these things?” She mentioned the reply that she used to listen to—as a result of I informed you so—isn’t slicing it anymore, and as an educator and administrator, she has to come back to know “the reality” of social media’s dominance: “they have access to all of the information at their fingertips.” She says her method to make use of a profession because the “carrot” to shepherd college students into their post-secondary choices.
And Palmer’s area is of especial curiosity to Loria’s college students, she added. “Electricians are really super huge right now, especially in Arizona,” she mentioned, citing the surge in data-center constructing that’s reshaping the regional economic system. She mentioned the growth is having a sort of “cross-cutting” impact throughout sectors. “To support AI, you’ve got to have electricians and you’ve got to have construction workers to build the data centers … We have Google and Apple and Meta building major multifaceted data centers here, but they say the only thing that’s going to hold back that growth will be our lack of access to construction workers.”
Jobber cites projections for expert trades demand from the U.S. Bureau of Labor Statistics that helps Loria’s argument. From 2023 to 2033, it sees demand for the trades rising a lot quicker than the 4% common for all occupations, with electricians (11%), plumbers (6%), and HVAC technicians (9%) representing a number of the most in-demand and hardest-to-fill roles. The price of faculty, in the meantime, has tripled during the last 30 years, with CollegeBoard knowledge exhibiting that tuition and costs prices $11,610 per yr on common at public, in-state colleges, and $30,780 for undergraduates from out of state. The prices of commerce colleges range, however not often surpass $15,000 for a complete program.
Blue-collar YouTuber
In Southern California, 19-year-old HVAC technician Itzcoatl Aguilar remains to be on the launch pad. House-schooled, he began working within the trades at 16 and now commutes to job websites round Los Angeles, Orange County and the Inland Empire, he tells Fortune. Generally he works as much as 12 hours a day, he added. Lately, he switched to a brand new firm the place his boss is actively mentoring him, and he sees one other one or two years earlier than he can turn out to be his personal boss. Similar to Palmer, he’s methodically investing in a piece van and instruments and prioritizing getting his personal license.
Whereas a few of his highschool friends enrolled in faculty, he noticed extra worth in getting into the workforce straight. “Having to be in a career that I would personally need to spend time away for four years, and then not even having a surety that my degree is going to … get me job security.” That was one thing that he simply didn’t need to do, he says. Aguilar mentioned he hasn’t even cashed a paycheck but at his new job, so he can’t give income figures, and he was making one thing like minimal wage earlier than, however he’s nonetheless residing together with his mom and two sisters (he’s the youngest of eight siblings). He’s comfy residing at residence “because it really gives me an edge on financials and saving, and obviously I help out with the rent and [other bills].”
He’s additionally drawing further income from his YouTube channel, “EwokDoesHVAC,” which he began seven months earlier than. “I was very inspired by other HVAC channels,” he says, including there’s a surprisingly massive variety of them. He found them after he began doing HVAC work himself. “I was very devoted to HVAC, so I did a lot of research … I did a lot of research on YouTube.” He’s grown to almost 30,000 subscribers, he says, however he’s by no means had extra long-form views than his first video, which recognized him within the title as an “18-year-old HVAC technician.” He estimates he obtained 450,000 views from it (shut: it was 407,000 views at time of publication). His newer movies common roughly 10,000 views apiece.
Aguilar provides that he “always wanted to be a YouTuber,” recalling movies from elementary and center college, “literally in the car recording, just eating a muffin, chatting, talking about what happened at school, like someone fell down a stairway. ” He mentioned he was “seeing all the YouTubers, so I kind of wanted that.” In any case, he was born in 2005, the identical yr YouTube was created. When requested if it’s exhausting working two jobs—HVAC and his facet hustle—he says that old style gross sales is “very draining.” Attempting to make a sale with an actual particular person is far more durable than placing himself on digicam, he says, “because on the camera, you can turn it off.”
Being your personal boss
Social media, Loria observes, has turbocharged curiosity in various profession paths among the many Gen Zers that she’s suggested. “They see things on social media, influencers, for example, that are making all this money, and they think, ‘Well, that’s what I want.’” Fashionable blue-collar influencers embrace “The Expert Plumber” Roger Wakefield, who isn’t a Gen Zer, and Lexia “Lex the Electrician” Czumak-Abreu, who positively is.
Loria says she faucets into this social-media urge for food to pitch a imaginative and prescient of entrepreneurship, advising college students to “go learn a skill, a trade, go get your license, but also take some classes on how to be a business owner, because maybe one day you would want to run your own electrical company or your plumbing company.” She says they speak in her neighborhood about “blue-collar billionaires. They’re the ones that have the nice boats and the three houses.” Realistically, she provides, these individuals are not really that rich, however they’re an aspirational instance. Swiss funding financial institution UBS calls these the “everyday millionaires,” commenting on how outstanding progress is within the seven-digit wealth bracket.
Palmer tells Fortune that he’s already achieved most of his early skilled targets, together with being his personal boss, and after his mom moved to Florida in June 2025, he moved in together with his girlfriend. Up subsequent, he mentioned, YouTube has been taking on extra of his consideration just lately. “Depending on how next year goes on YouTube for Palmer Electrical, that could be a big part of my future, content creation.” He provides, “I hate the word ‘influencer,’ but, you know, electrical influencer?”
It’s not about vainness, he clarifies: it’s one other income stream. He estimates that he began out producing round $450 per 30 days from YouTube promoting on his movies, and his most up-to-date was $1,300 for August 2025. “Middle-school Jacob would be going crazy right now,” he provides. “He wouldn’t know what to do with himself.” Palmer’s YouTube web page reveals one thing like the other trajectory of Aguilar’s, as he began with lower than 1,000 views for his first video however grew to 88,000 for a success video in the summertime of 2025.
Palmer can foresee a time the place, like Aguilar, YouTube and content material creation takes up an even bigger portion of his earnings and his time, and that can assist with the inconvenient reality of simply how arduous he’s working. He solely took one week of “true vacation” during the last yr. He’s maximizing his weekends, for example going to a seaside on the weekend or work journeys attending conferences in several elements of the state. Palmer notes that he’s a member of the North Carolina Electrical Inspectors Affiliation. That’s the draw back of being your personal boss, he provides: “If I stop, the checks go to zero.”
