Our Approach
Step 1: Qualitative Exploration
We conducted eight focus groups with youth (aged 16-30), parents, educators, and guidance counsellors across the province. The goal was to have candid conversations about the factors that shaped participants’ decisions as they planned – or guided young people toward – their career paths. This phase revealed unconscious biases, outdated stereotypes, and systemic barriers—such as streaming in schools—that steer students away from trades. We also conducted in-depth interviews with workforce development agencies in Ontario to gather their perspectives on recruitment and retention, especially as retirements in the trades continue to exceed inflows of young workers. These conversations revealed additional barriers to entering the trades such as not knowing the pathways to entry and a lack of support finding apprenticeships.
Step 2: Quantitative Validation
We conducted an online survey with 1,550 respondents across Ontario, targeting five key audiences:
- Youth (16–30)
- Parents/Guardians
- Educators (teachers, guidance counsellors)
- Tradespeople & Apprentices
- Other adults/general population
The survey explored: Awareness of skilled trades occupations and sources of awareness; consideration or pursuit of a skilled trades career; influence or encouragement to pursue trades; public perceptions and attitudes toward skilled trades; and awareness of skilled trades promotion in schools. We found that nearly half of youth expressed a willingness to consider trades, but few strongly associated trades with fulfillment, flexibility, or prestige—attributes they value most in a career. These results helped the research team to segment Ontario youth into different groups and identify key segments who are more interested in pursuing careers in the trades. The analysis also shed light on the factors that drive consideration of skilled trades as a future career.
Step 3: Ideation Workshop
At STO’s Apprenticeship Summit, we facilitated an interactive workshop with delegates that included industry leaders, educators, tradespeople, and other stakeholders. Using live polls and group discussions, we co-created strategies and came up with ideas to reframe misconceptions, increase hands-on exposure, and scale programs like the Ontario Youth Apprenticeship Program (OYAP).
