Rosie’s Back—and She’s Bringing the Trades with Her
In a striking return to relevance, Rosie the Riveter has reemerged—not in a factory, but stuck in the gig economy like so many Americans today. In the latest “Built to Last” campaign, we see Rosie juggling side hustles, social media, and burnout, until she finds her purpose again—this time in maritime manufacturing. It’s more than a clever commercial. It’s a rally cry: the skilled trades are making a comeback in the United States.
And not a moment too soon.
America’s Skilled Trades Shortage
The U.S. is in the middle of a skilled labor crisis. Since 2007, we’ve lost over a million tradespeople, and demand only continues to grow. Industries like construction and manufacturing are facing massive shortages, with hundreds of thousands of open positions and not enough trained hands to fill them. Retirements are outpacing new entrants, and without a major shift, this gap will only widen.
But there’s good news—there’s real opportunity here. For those willing to learn a skill, invest the time, and get their hands dirty, the trades are a direct path to a high-paying, meaningful career.
Making Trades Cool Again
This is exactly the message behind the Rosie commercial. It doesn’t just highlight a career in welding or shipbuilding—it flips the narrative. The trades aren’t “plan B” anymore. They’re Plan A for a growing number of Gen Zers looking for something real. No student debt, no endless internships. Just skill, pride, and a paycheck.
The numbers back it up. Trade school enrollment is on the rise, and young Americans are waking up to the fact that these careers are in demand, future-proof, and—yes—cool.
Mark Andol’s Mission: Rebuilding Respect for the Trades
At General Welding & Fabricating, this message isn’t just inspiring—it’s personal. Founder Mark Andol has spent his life proving that American manufacturing still matters. Through the Made in America Store and his work in the field, Mark has become a champion of vocational careers, visiting places like the Northland Workforce Training Center and BOCES to speak directly to students about their future in the trades.
He doesn’t just talk the talk. He lives it. Every trailer we build, every plow we repair, every weld we lay down—it’s done with the belief that skilled labor is the backbone of this country. Always has been. Always will be.
Time to Get to Work
There’s a ton of work out there—more than we have workers for. And the pay? Competitive. The demand? Sky high. If you’re looking for a career that lets you build something with your hands and walk away knowing you made a difference, the trades are calling.
We’re proud to carry on this mission at General Welding & Fabricating, where “You dream it, we build or repair it!” isn’t just a tagline—it’s a promise.
