WORK

Somewhere in the 1980s, America stopped respecting the people who build things. The trades became the fallback, the thing you did if the better plan didn't work out.

That view is collapsing as the world rapidly changes. The desk jobs a generation was told to chase are evaporating. At the same time, there's a new premium being put on people who can build with their hands.

We want to tap into the deeper emotional aspects of a meaningful, long lasting career. There is real potential for pride in this work, both personally and for our country. There is a story that can be told about the value of these jobs in the face of uncertainty. This story will hit home with Gen Z’s growing anxiety about their future.