Changing 3 million lives through the skilled trades

Changing 3 million lives through the skilled trades

In 2018, Lowe's Home Improvement wanted to do something ambitious: to change the lives of 3 million people through a powerful tradeskill program. Of course, Lowe’s couldn’t do it alone. So industry, nonprofit and government leaders united behind our movement, Generation T, to help promote one of the fastest growing industries: the skilled trades.

Despite high growth and steady pay, the demand is far outpacing the supply of workers. But it’s not just about the pay. These jobs are not being automated — they’re being augmented by technology.

Research by Lowe’s shows that skilled tradesmen often love their work because they love seeing a finished product at the end of the day. They love making people happy and enjoy a work-life balance. In fact, numerous studies show that those who work with their hands are happier.

So what’s the problem? Do people know the full truth? Do they know they have more options when it comes to pursuing a career?


In short: They don't.


For 40 years the skilled trades have been miscast. Technical schools have been closing, and they’re often seen as a default. Pop culture has played its part, glorifying technology and finance jobs, while unintentionally belittling the jobs that helped build our homes.

Lowe’s 2017 joint research verifies this: people feel that a career in the skilled trades would make them feel boring, dull and average.

So We Started to Think:


  • What if we could help solve a societal issue for the 32 million working adults who don't feel like they have long-term career options?
  • What if we help usher in an era where craft meets tech?
  • What if we helped rebuild the middle class?
What If
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