Thermoforming Report

by Keith Brown, President & Owner, Siena Group

An article came across our desk: “Nearly 4 million new manufacturing jobs are coming to America as boomers retire—but it’s the one trade job Gen Z doesn’t want” by Emma Burleigh of Fortune.  Unfortunately, it is locked behind a subscription wall and so we dug in a bit… and found several articles on the topic and were obviously based on the same studies.  So, I thought I’d throw my hat in the ring on this topic!

If you’ve been here before, you know I have an opinion!  First, let me share a couple of articles we read and liked on the topic: this one from LightWave, this one from Forbes, and this one from The HR Digest.  Interestingly, Forbes cited a different number of expected jobs in the future: 2 million jobs by 2032, while the other two cite Deloitte’s analysis that 3.8 million new manufacturing jobs will exist in 2033.  I’m not sure where the discrepancy is, but let’s just go with the fact that there will be LOT of new jobs in the manufacturing world in less than 10 years!

All of the articles talk through this and come to similar conclusions: the pay isn’t there (or at least the expectations are not being met), it lacks flexibility, and the perceived (or real) conditions are not viewed positively.  The “Fortune [article link above] brought up another study by Soter Analytics, which showed that only 14% of workers would be willing to take up industrial work.” (HR Digest)

The article from HR Digest does a good job at highlighting the realities of the situation pretty well in my opinion.  Though manufacturing in the US is seen very positively (referenced in our March blog), it seems that the current generation – Gen Z (those born 1997 through 2012) – are not so keen to wade into manufacturing jobs. 

Here’s another interesting observation from the HR Digest article: “In the last few years, Gen Z workers have developed a fascination for blue-collar jobs.” 

Wait… something doesn’t add up here!  Since you are still reading, here is my conclusion: Mike Rowe has done a damn good “dirty” job over the many years he’s been talking about the blue vs. white collar jobs!  [On a side note, he was a guest on a podcast about 6 months ago and shared that “the color of collars, you know, I think has probably outlived its usefulness.”  It’s a good listen, and he makes a lot of great points!] 

So, the question the article asks is what came to my mind as well: “If trade jobs are acceptable to Gen Z than why are manufacturing jobs not seeing the same support?” 

My answer: Marketing and PR.  Like Mike Rowe shared in the podcast, it is “the power of PR and the corrosive power of bad PR”.  Over the years, he’s highlighted the trades in a positive way, and it has gained an interest.  But a lot of those Gen Z’ers still don’t understand the realities of trades: it is hard work, and sometimes that work is done in very challenging and difficult environments.  Trust me – I have two Gen Zee-agers at home, and They. Just. Don’t. Get. It. 

Where Do We Go From Here?

We need to find a Mike Rowe for manufacturing! 

The “How It’s Made” series that started in 2001 and had a run of 32 seasons, airing through 2019. It was interesting and compelling but only told the cool stories about the variety of manufacturing processes out there for many things that we use and consume. It didn’t talk about the people that made and make all that stuff!  

We have a perception problem.  As the view of manufacturing has made a comeback, that same methodology needs to be implemented to improve the perception of manufacturing as a career choice. 

What the articles do not highlight is there will always be opportunities to advance and grow within an organization.  That Floor Associate that demonstrates leadership can be groomed and mentored into a Production Supervisor and then into a Production Manager… even into Plant Leadership!  Or another Floor Associate who demonstrates strong technical abilities and goes into Maintenance and may even become an Automation and Controls Technician or shift into an Engineering role.  Trust me, I have had many conversations with some amazing people that have done just that!

From the Forbes article, “We will not be able to interest young people in non-college pathways without re-imagining long-held assumptions about the prestige we place on jobs that don’t require a college degree. Young people are not going to prioritize preparing for jobs that society doesn’t value.”  I couldn’t have said it better myself!

The articles also highlight the potential issue with the pay structure of said Floor Associates/Front Line Workers.  Pay can definitely be a challenge and is something that needs to be addressed.  As AI and automation continue to make in-roads in every part of our lives, it will impact manufacturing.  All of the many articles and posts about how to help train workers to use new technologies dovetails nicely into this line of thought: more skill means better pay and better pay means more opportunity.

From the Forbes article again, “Employers will need to be intentional about recruiting and retaining workers, as talent will be difficult to come by. Younger generations of workers are interested in jobs that pay fair wages, offer flexible scheduling and opportunities for continued learning, and allow them to take ownership of their roles. The exodus of Boomers creates new incentives for employers to take these workers’ priorities seriously.”

All of this is interesting to think through and discuss! 

But… it is 2025!

I don’t know about you, but when these articles talked about 2033, my first thought was “that’s a ways down the road.”  NOPE!  That is around the corner! 

We need to stop thinking about it and start making changes now so that we can avoid a crisis of open jobs in the near future.  “Aligning young people’s aspirations for education and training with the jobs we need for the economy to function should be a priority for all of us. The exit of the Boomers gives us an opportunity to recalibrate how we value and reward work. We should take it.” (Forbes).

The Time is Now

With millions of manufacturing jobs opening up and a new generation still on the fence, we’re staring down a looming workforce crisis. But this isn’t just about job openings — it’s about perception, value, and preparation. If we want Gen Z to see a future on the factory floor, we need to do a better job of telling the story — the real story. One that includes opportunity, innovation, growth, and impact.

The future of manufacturing isn’t ten years away. It’s at the door. And it’s time we opened it — together!

At Siena Group, we are your Thermoforming Talent Partner! We’re here to help in any and every way possible! With more than 30 years of experience in manufacturing, hiring & recruiting talent, we bring a greater understanding of the companies we partner with and the candidates we pursue. Let’s Strengthen Your Search!