Here's something that might surprise the guidance counselors who steered millions of students toward four-year universities: Americans increasingly think apprenticeships are the safer bet for long-term employment.

The Apprenticeship Advantage

According to the 2025 Apprenticeship Perceptions Index—a study conducted by LaborStrong in partnership with Pollfish—93% of 1,000 workers aged 18 to 64 believe union-backed apprenticeships offer better job security than a college degree. That's not a marginal preference. That's a consensus.

The practical skills argument resonates too. Some 43% of respondents said apprenticeships deliver more hands-on, job-ready skills than traditional college programs. Which makes sense when you consider that apprentices are literally learning by doing the job, not just reading about it.

The Recognition Gap

But here's the tension: even though people believe apprenticeships work, they don't think they get the respect they deserve. A full 63% of participants said trade apprenticeships need more recognition than they currently receive.

When asked whether apprenticeships should get the same government funding and policy attention as colleges, 35% strongly agreed and another 36% somewhat agreed. That's 71% saying yes, the system should prioritize apprenticeships more.

Following the Money

The cost comparison is striking. The Education Data Initiative reports that annual in-state college tuition runs $9,750, while out-of-state students pay $28,386. Meanwhile, North America's Building Trades Union estimates it costs about $10,000 per year to train an apprentice.

And retention? The same union found that 91% of apprentice-trained workers remain at their company nine months after hiring—a metric that suggests both higher return on investment for employers and genuine job stability for workers.

The data points to something bigger than a preference shift. It suggests Americans are rethinking what career security actually looks like, and increasingly, it doesn't require a campus or a diploma.