New research by Barratt Redrow has found that just 9% of young people are most interested in pursuing a career in construction.
The research, which follows National Apprenticeship Week, found that teens are turning away from the traditional idea of success defined by job titles, management roles and “climbing the corporate ladder”,
In a survey of 2,000 young people aged 13-28, more than half (51%) of teens said climbing the corporate ladder is “not for them”. It is the ninth consecutive year the UK’s biggest housebuilder has surveyed young people on their career ambitions and aspirations, and reflects a growing shift in what the next generation wants from work.
The findings show that today’s younger people are drawn to careers that offer skills, autonomy, tangible outcomes and a faster route to financial stability. Nearly three in five (59%) say managing people in an office is less appealing than learning a practical skill, while 62% would rather master a hands-on skill than office politics and 67% prefer managing their own work. Almost half (48%) say earning a living from a skilled trade is now more aspirational than office-based management jobs.
Barratt Redrow says that the research suggests this shift is being driven by realism rather than a lack of ambition, as younger people are faced with rising living costs and concerns about AI and automation, prioritising careers that allow them to earn earlier, avoid debt and build a secure future.
Half of those surveyed said good pay is one of the most important factors when thinking about their future career, followed by work-life balance (37%), feeling proud of what they do (33%) and job security (27%). By contrast, status or job title ranks low, selected by just 8%.
40% of participants believe trade jobs will earn more than office jobs by 2030. Furthermore, 47% say that despite their parents going to university, they are choosing or have done an apprenticeship instead. This has been a rapid opinion shift, as only three years ago, 68% of 16-24s said there was a general stigma with being an apprentice over pursuing higher education.
However, despite construction being well placed to meet young people’s career priorities, Barratt Redrow says that more needs to be done to create more awareness of the industry, as just 9% of teens say that they are most interested in working within it.
To help address this and support more young people into the industry, Barratt Redrow is announcing 207 apprenticeship vacancies, offering young people the chance to earn while they learn and progress into long-term careers in housebuilding.
David Thomas, CEO of Barratt Redrow, commented: “Young people joining our workforce want practical skills, financial security and careers where they can see the impact of their work. Construction is well placed to offer all of that, with a wide range of roles, great pay and job security, whether through apprenticeships, graduate programmes or professional careers. As the industry faces a growing skills gap alongside increasing demand to build, investing in the next generation through skilled apprenticeships that lead to long-term careers is not just good for construction, but essential for the future of UK housebuilding.”
