Brief
Ford pushes Ad Council to champion skilled trades for AI‑worried Gen Z
Ford executives say a new public‑service push could help Gen Z see trades as a viable path amid AI‑related employment concerns.
By Felo News Desk · Published
Ford Motor Company’s chief communications officer Mark Truby told Fortune that the automaker wants the Ad Council to launch a campaign similar to historic "Smokey Bear" ads, encouraging Gen Z to consider skilled‑trade careers as artificial‑intelligence anxiety rises.
Truby, who referenced his three Gen Z sons aged 19 to 24, said they worry AI might replace the jobs they plan to train for. He cited unemployment data showing a 5.7% jobless rate for recent college graduates in June, compared with 4.1% for all workers, and Stanford research indicating a 19% employment shortfall for 22‑ to‑25‑year‑olds in AI‑heavy occupations.
Ford CEO Jim Farley, speaking at the Pro Accelerate event in Detroit, framed the shortage of mechanics, electricians and other “essential economy” workers as a looming crisis that could worsen with AI. He argued that the nation has over‑emphasized college as the sole route to success.
At the same event, comedian Nate Bargatze and senior fabricator Jillian Marquez shared personal anecdotes about bypassing college for trade work, underscoring the message that mindset, not a degree, can lead to a rewarding career.
Key facts
- Ford wants the Ad Council to create a campaign promoting skilled trades to Gen Z. (fortune.com)
- Unemployment among recent college graduates was 5.7% in June, versus 4.1% for all workers. (fortune.com)
- Stanford economists found a 19% employment gap for 22‑25‑year‑olds in AI‑exposed jobs. (fortune.com)
- Ford estimates 1.7 million skilled‑trade openings will need filling each year through 2035. (fortune.com)
- Jim Farley called college “not the only path” to a great life at the Pro Accelerate event. (fortune.com)
Sources
- [1] fortune.com — originally reported as “Ford's Jim Farley says Gen Z needs its own 'Smokey Bear' moment for the forest fire of AI paranoia, the jobs apocalypse and the skilled trades”
