Before most kids know what manufacturing is, they love it. They’re obsessed with construction sites, dump trucks and building blocks. But somewhere between elementary school and career day, that fascination fades. And with it, we lose a critical piece of our economic future. 

Across the board, we’ve let the industry’s image decline. The perception of manufacturing as dark, dirty and disappearing is wildly outdated. But it persists, especially in high schools and among career counselors. And that perception is costing us talent. 

At a time when the U.S. needs to shore up its domestic supply chains and reassert industrial leadership, we’re facing a labor shortfall that threatens progress. We’re staring down a skilled labor gap that could leave nearly 2 million manufacturing jobs unfilled by 2033, reports Deloitte and The Manufacturing Institute. And, according to Xometry’s 2025 Career Advancement Survey and the Women in Manufacturing Association, 79% of companies reported experiencing labor shortages.

The Path Forward

To rebuild the workforce, we need to rebuild awareness. That means showcasing what manufacturing really is today: A high-tech, high-opportunity industry that powers everything from infrastructure to artificial intelligence. It includes roles like robotics engineers, automation experts, digital marketers and data scientists, alongside machinists and operators.  

We need to get that message out early to restore excitement. I recently met a client who partners with their local high school to run a rotational program where students explore different advanced manufacturing jobs. That kind of hands-on exposure builds brand loyalty and helps students see a future in the field. We need more of that. 

We also need to create on-ramps — for example, initiatives like the Million Girls Moonshot from the STEM Next Opportunity Fund, which aims to close the gender gap in STEM by providing education and resources to aspiring talent over the next five years. 

Representation Matters 

According to the Bureau of Labor Statistics, women make up 47% of the workforce but only 27% of manufacturing. In our 2025 survey, nearly 75% of women said they “fell into” the manufacturing industry, versus 49% of men. That tells us women aren’t being proactively targeted, recruited in the right places, or don’t see themselves in the roles we’re hiring for.

Closing the gender gap alone could wipe out the skilled labor shortage. But it’s not just about gender. Gen Z is far more racially diverse than the current manufacturing workforce. If we want to attract the next generation, our teams and messaging need to reflect them.

Showcasing diverse teams on websites and in recruiting materials matters. So do employee resource groups (ERGs) and flexible work policies. Our survey also found that 76% of manufacturing employees value flexibility, but only 54% of companies offer it. In many cases, we can do more, whether through shift schedules, time-off policies or hybrid work for non-production roles. These are tactical investments that can pay off in employee retention.

A Career, Not a Back-Up Plan 

Manufacturing is lucrative. The average total compensation tops $100,000, about 15% above the national average. But that’s not well-known, and many young people entering the workforce (and their parents) still equate “manufacturing” with job insecurity or outdated conditions.

But these facts aren’t breaking through. Parents still encourage college over trade school by a wide margin. High school counselors often measure success by how many students attend four-year institutions, not how well they’re matched with career opportunities. 

This industry is high-tech work. Robotics engineers, automation experts, data scientists, and digital marketers are as essential to modern manufacturing as welders and computer numerical control (CNC) operators. 

An Industry Effort 

Manufacturing is foundational to the U.S. economy. It’s also deeply local, with the majority of facilities classified as small or mid-sized businesses. But this isn’t just about one company or one platform. If every manufacturer commits some of their time, resources, or budget to building the next generation of talent through partnerships, apprenticeships, or scholarships, we could move the needle quickly. 

We don’t need to “reignite” the spark for manufacturing. The fire is already there — our survey found that over 80% of the industry would recommend a career in manufacturing. What we need is to show people, especially young people, women and underrepresented communities, what this industry really looks like today. 

When they see it, they’ll want to build it. 

Rachel Zepernick is general manager of Thomas.