Zeam tackles the shortage of skilled workers in the carpentry trade

The NextGen consultancy ZEAM has won over the Association of Swiss Master Carpenters and Furniture Manufacturers VSSM in a pitch process. The collaboration is intended to reposition the carpentry trade for young target groups and counteract the shortage of skilled workers in the long term. The VSSM is focusing on a social-first strategy in order to be present where Generation Z spends its time.

Generation Z between digitalization and the search for meaning

Generation Z has grown up with the internet and at the same time shows a growing need for physical, tangible work. DIY projects and manual work are gaining in importance. At the same time, artificial intelligence is changing the perception of traditional career paths: many young people increasingly see office-based activities in particular as automatable and question their future viability.

"We are the first generation to have grown up completely digitally. That's exactly why many people are longing for something real that they can actually touch," says Yaël Meier, co-founder of ZEAM.

Social First as a strategic lever

In order to reach young people in a targeted manner, the VSSM will focus on a social-first strategy in future. ZEAM is responsible for the strategic and creative implementation. "ZEAM represents Generations Z and Alpha and knows exactly what appeals to them, and implements the content in a targeted and attractive way - that's what convinced us," says the VSSM.

Addressing the shortage of skilled workers sustainably

The partnership aims to get more young people interested in the carpentry trade and counteract the shortage of skilled workers in the long term. "Skilled trades have the potential to offer guidance and prospects to an insecure generation. We need to seize this opportunity now," says Meier.