It’s a cultural phenomenon that my (our) generation is growing up with a completely different definition of success than previous generations. When our grandparents and great grandparents were huddled behind enemy lines in occupied Europe almost 70 years ago; they were not praying for the war to end so they could go home and be a creative director. They did not want to be the CEO of a major corporation or found the next innovation consultancy. They wanted to make it home to work hard. To build cars, drive cabs, open stores and contribute to the prosperity of a nation. We have lost this mentality today. We are a generation of immediate gratification and highest aspiration.

I reference the Mike Rowe talk because he speaks to something that is waiting to be championed. He notes that every year there are fewer plumbers, fewer electricians and enrollment in trade schools is dropping off exponentially. People are not looking at these careers and getting excited about the possibilities any longer. The life of the Blue Collar worker is becoming more and more unattractive.

When in actuality this is completely wrong. You want to know what an honorable day of work is? It’s performing a service that satisfies basic societal needs. We must begin bringing the appeal back to these jobs.

People who put in more than 8 hours everyday of difficult, physical labor are the new elite society in our country. More and more MBA’s, lawyers and academically trained robots are pouring into the workforce and the thought of getting their hands dirty is enough to send them back for more degrees. Hard work is not something everyone can do- this should be celebrated.

Value brands (Target, Vizio, Wal-Mart, Ikea) are very much in vogue but none of them speak to this blue collar group while ruthlessly excluding the delicate, pencil pushing white collar worker. Where is the brand for the American Worker? A lifestyle brand that is built with the hard worker in mind and one that serves the specialized needs of this group. Grooming products, clothing, shoes, tools, cooking products, catering trucks.

The opportunity is waiting- the American worker is due for another time in the spotlight.