Kitchen & Bath Business - September 2020 - 28

RESEARCH ROUNDUP

Cultivating the
Next Generation
IT'S BEEN ONE OF THE BIGGEST CHALLENGES

in the home remodeling industry for quite some
time: How can projects be scheduled and completed in a timely manner when there is a shortage
of skilled trade professionals to get the jobs done? 
As part of the National Kitchen & Bath Association (NKBA) NextUp Initiative to attract more
talent to the kitchen and bath industry, NKBA
surveyed U.S. high school students to learn as
much as possible about career likes, dislikes, perceptions and motivations among the rising generation. The result was the "Skilled Trade Candidate
Attitudinal Assessment" survey, released in June.
The good news is that the long-time stigma associated with the skilled trades is lessening. About
half of the students NKBA surveyed said they were
receptive to at least one of the skilled trades, while
fewer than a quarter expressed concern that parents or peers would view such careers negatively. 
A significant information gap exists, however.
Only about one-quarter of the high school students
surveyed said they feel "very informed" about job
availability and preparation for a skilled trade career.

NKBA surveyed high schoolers to determine
the best approaches for steering them
toward careers in skilled trades

The top perceived benefits of skilled trade careers are the opportunity to be the
THIS SPREAD High school

students explore different K&B
career options at a BridgeYear
NKBA Career Tour in Houston.
Photo credit: B&R Mixed
Media

SPARKING THEIR INTEREST

KEY FINDINGS

More than 550 male and female students in grades
nine through 12 participated in the online survey
in March 2020. Although trades ranked below
such popular fields as healthcare, business and
education, more than half the respondents said
they would "definitely"or "probably"consider one
of the skilled trades as a career. 

28
28-29_KBB_0920_ResearchRoundup.indd 28

boss (cited by 76 percent of respondents), the chance to build a business, to help
clients and to create plans and designs.
"Learning a skill" and "Good pay" were each cited by 22 percent of students. Of
note were the differences in pay perceptions between sexes, with 25 percent of
males and just 18 percent of females mentioning it as a benefit.
The next most popular response reflected that these positions are "Always
needed/in-demand," a keen observation cited by 14 percent of the sample.
Just below 10 percent stated that it allowed for independence and was a
stable career.
On the negative side, "Hard/physical work" was mentioned most often, cited
by 22 percent, and far ahead of the second-highest response. Interestingly, a
reference to pay not being strong was listed next, although further back at 12
percent. So, salary was considered both a pro and a con, which clearly means
recruiters need to do a better job communicating on this subject. "Dangerous,"
"Long hours" and "May not be skilled enough at job" rounded out the negatives,
each mentioned by 8 percent. 
Interest is nearly equal between male and female students. Females demonstrated
a higher interest in careers where greater design work is involved. Males are
slightly more interested in the potential for business entrepreneurship.
Smart home and AV/security specialty trades rank near the top in appeal among
all the skilled trades.

By ROBERT ISLER,
Market Research
Analyst, NKBA

To be successful in recruiting the next generation, the NKBA found that it's
never too early to begin planting seeds. Nearly half of the respondents initially
showed interest in learning about these fields before they even entered high
school. For those not exposed prior, more than 50 percent said they wish they
had been introduced earlier.
The most common ways to learn about skilled trade careers are high school
training programs, social media, working on home improvement projects and
knowing someone in the trades.    

/ SEPTEMBER 2020 / KBBONLINE.COM / The official publication of NKBA (NKBA.org) and KBIS (KBIS.com)

8/18/20 12:51 PM


http://www.KBBONLINE.COM http://www.NKBA.org http://www.KBIS.com

Kitchen & Bath Business - September 2020

Table of Contents for the Digital Edition of Kitchen & Bath Business - September 2020

Kitchen & Bath Business - September 2020
Contents
Editor’s Note
Show Note
NKBA Note new & noteworthy
Happenings
Hot Topic
Trends
Better Business
Tech Savvy
Research Roundup
CEDIA Expo
KBIS 2021
Color Find
Before & After
Solutions
Wellness Design
What’s Hot
Favorites
Kitchen & Bath Business - September 2020 - Intro
Kitchen & Bath Business - September 2020 - Kitchen & Bath Business - September 2020
Kitchen & Bath Business - September 2020 - Cover2
Kitchen & Bath Business - September 2020 - 1
Kitchen & Bath Business - September 2020 - Contents
Kitchen & Bath Business - September 2020 - 3
Kitchen & Bath Business - September 2020 - 4
Kitchen & Bath Business - September 2020 - 5
Kitchen & Bath Business - September 2020 - Editor’s Note
Kitchen & Bath Business - September 2020 - 7
Kitchen & Bath Business - September 2020 - Show Note
Kitchen & Bath Business - September 2020 - 9
Kitchen & Bath Business - September 2020 - NKBA Note new & noteworthy
Kitchen & Bath Business - September 2020 - 11
Kitchen & Bath Business - September 2020 - Happenings
Kitchen & Bath Business - September 2020 - 13
Kitchen & Bath Business - September 2020 - 14
Kitchen & Bath Business - September 2020 - 15
Kitchen & Bath Business - September 2020 - Hot Topic
Kitchen & Bath Business - September 2020 - 17
Kitchen & Bath Business - September 2020 - 18
Kitchen & Bath Business - September 2020 - 19
Kitchen & Bath Business - September 2020 - Trends
Kitchen & Bath Business - September 2020 - 21
Kitchen & Bath Business - September 2020 - 22
Kitchen & Bath Business - September 2020 - 23
Kitchen & Bath Business - September 2020 - Better Business
Kitchen & Bath Business - September 2020 - 25
Kitchen & Bath Business - September 2020 - Tech Savvy
Kitchen & Bath Business - September 2020 - 27
Kitchen & Bath Business - September 2020 - Research Roundup
Kitchen & Bath Business - September 2020 - 29
Kitchen & Bath Business - September 2020 - CEDIA Expo
Kitchen & Bath Business - September 2020 - 31
Kitchen & Bath Business - September 2020 - KBIS 2021
Kitchen & Bath Business - September 2020 - 33
Kitchen & Bath Business - September 2020 - Color Find
Kitchen & Bath Business - September 2020 - 35
Kitchen & Bath Business - September 2020 - Before & After
Kitchen & Bath Business - September 2020 - 37
Kitchen & Bath Business - September 2020 - Solutions
Kitchen & Bath Business - September 2020 - 39
Kitchen & Bath Business - September 2020 - Wellness Design
Kitchen & Bath Business - September 2020 - 41
Kitchen & Bath Business - September 2020 - What’s Hot
Kitchen & Bath Business - September 2020 - 43
Kitchen & Bath Business - September 2020 - 44
Kitchen & Bath Business - September 2020 - 45
Kitchen & Bath Business - September 2020 - 46
Kitchen & Bath Business - September 2020 - 47
Kitchen & Bath Business - September 2020 - 48
Kitchen & Bath Business - September 2020 - 49
Kitchen & Bath Business - September 2020 - 50
Kitchen & Bath Business - September 2020 - 51
Kitchen & Bath Business - September 2020 - 52
Kitchen & Bath Business - September 2020 - 53
Kitchen & Bath Business - September 2020 - 54
Kitchen & Bath Business - September 2020 - 55
Kitchen & Bath Business - September 2020 - Favorites
Kitchen & Bath Business - September 2020 - Cover3
Kitchen & Bath Business - September 2020 - Cover4
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