Canadians twice as likely to recommend job-oriented trades or apprenticeship training over a general university program to young people

Recent efforts to promote the skilled trades seem to be working, and may also be eroding support for general University education, long believed to be the foundation of social mobility in Canada. The Survey on Employment and Skills asked Canadians what advice they would give a young person: enrol in a job-oriented trade school or apprenticeship program or pursue a general university program. The upcoming report, slated for release this month, found that Canadians are twice as likely (56%) to advise a young person to take trades or apprenticeship training than they are to recommend a general university program (26%). An additional 15 percent did not express an opinion either way. 

The survey of 5000 Canadians by the Environics Institute, Diversity Institute and Future Skills Centre (FSC) is funded by the Government of Canada. However, this question was asked 30 years ago, in two Environics Focus Canada surveys. At that time, job-oriented trades or apprenticeship training was also favoured over a general university program. Since 1995, however, the proportion favouring trades training has increased by seven percentage points (from 52% to 59%) while the proportion favouring a general university program has dropped by 13 points (from 39% to 26%). The proportion expressing no opinion has increased (from 9% to 15%).   

This jump in preference towards job-oriented skilled trades and apprenticeship programs has occurred over a period during which Universities have been criticized for not preparing young people for jobs while governments, industry associations and trade unions have stressed the importance of skilled-trades and career opportunities. 

Still, as Wendy Cukier, professor of entrepreneurship and innovation, Toronto Metropolitan University, and coauthor of the report notes, “it seems clear that Canadian attitudes to trades are shifting and the stigma against trades is being eroded as people learn about the job opportunities and pay rates.  At the same time, it does not necessarily mean Canadians do not value a general university education but rather that they are less certain about it as a reliable pathway to getting a good  job, particularly in the current environment. In addition, the opportunity costs for skilled trades are often lower - you can earn while you learn - rather than accumulating the debt that often plagues university grads.”

The survey finds that a large majority of Canadians (77%) agree that “a young person who learns a skilled trade is certain to find a good job that pays well.” Agreement is high among all age groups, but increases somewhat as age rises, from 70 percent among those aged 18 to 29, to 84 percent among those aged 60 and older.

Jobs are sparse right now for youth and Canada’s youth unemployment rate remains elevated. Statistics Canada’s August 2025 data (external link)  show the youth (15–24) unemployment rate at 14.5 per cent—near the highest since September 2010 (excluding 2020–2021). The youth employment rate was 53.8 per cent in August, well below the 2017–2019 pre-pandemic average (58.4 per cent) and far lower than the 82.7 per cent employment rate for Canadians aged 25–54.Jobs 

Viewpoints about job-oriented trades and apprenticeship programs versus a general university program varied by region. Residents of the Prairie provinces (65%) and of the Maritime provinces (65%) are a little more likely than the national average to recommend a job-oriented trade school or apprenticeship program. The proportion holding this view is lower in Newfoundland and Labrador (50%) and in Quebec (55%). 

Preferences also vary by Indigenous and racial identity. Indigenous (65%), Black (64%) and non-racialized Canadians (62%) are more likely to recommend trades/apprenticeships over a general university program. South Asian Canadians are slightly below average (55%). Chinese Canadians are the only group to favour university (45%) over trades (38%).

These insights complement research by the Diversity Institute, Environics and FSC about shifting labour markets and the urgent need for a laser focus on employer needs in the skills and employment ecosystem.  It also reflects research on Canada’s skilled-trades crunch, driven by an aging population and strong demand in construction, manufacturing, transportation and related sectors: 700,000 retirements are expected by 2028, and industry projects 167,000 new apprentices will be needed over the next five years. 

It also underscores the need for innovation in supports for University graduates in transitioning to employment, including enhancement of existing work integrated learning programs and clarity on the ways in which University education lays a solid foundation in skills for success, which when augmented with employment related skill’s training and work integrated learning opportunities is still a pathway to long term success. Cukier adds “Perceptions are not always aligned with reality - we need to ensure that Canadians have all the facts about trends, opportunities and pathways to success and the supports to get there. Disruption on many levels is bringing much uncertainty and we need to anticipate the future, innovate and build the capacity to quickly adapt.”

Other key findings:

• A majority (60%) also agrees that “these days, a young person in Canada can’t expect to get a good job without a college diploma or university degree.” Far fewer disagree (34%), while six percent express no opinion either way.
• 68% of Canadians with skilled-trade credentials favour trades for young people.
• University graduates also lean towards recommending skilled-trades.
• People who are third generation (or more) Canadian (62%) are more likely than second- (58%) or first- (53%) generation immigrants to recommend that a young person pursue a job-oriented trade school or apprenticeship program. 
• First- (33%) and second- (30%) generation Canadians are more likely than third (or more) generation Canadians (22%) to recommend a general university program.

The skilled-trades system spans 300-plus designated trades and employs roughly one in five workers. Activity clusters in industries that accounted for about 29% of GDP in 2021. This survey signals that Canadians are acknowledging that trades are a viable career pathway which is a big step forward towards Canada’s economic growth and  infrastructure development focus.