Through a series of expert interviews, focus groups, and 1-on-1 follow up interviews, we found that clean energy jobs are trade jobs — and whatever the perceptions of outsiders — trade workers are in on a secret: they’re great jobs, with good pay, solid benefits, clear career paths, and training that ensures upward mobility.

And among trade jobs, clean energy is the most stable and fastest growing industry in the country. It’s a chance to invest in yourself, and build the future of American energy – putting yourself and your family on the fast track to a better life and a more resilient future.

While the value proposition for clean energy jobs is clear, workers aren’t exploring the field. This is due to a lack of understanding of the specific opportunity, skepticism of “green” initiatives, and a stubborn stigma around trade work. We uncovered that workers are most motivated by positive messaging that speaks to local opportunities and individual value, across three categories of benefits.

Beyond the benefits, research uncovered four key career inflection points that prompt workers to seek out change and create openness to new paths.