DEWALT’s Trade School Push: A Strategic Play to Fuel Growth in the Skilled Trades

DEWALT, the iconic power tool manufacturer, is doubling down on its mission to reshape the future of the skilled trades. Through its 2025 scholarship initiative and broader Grow The Trades program, the brand is not only addressing a critical labor gap but also positioning itself as a long-term beneficiary of a growing industry. For investors, this strategy signals a calculated bet on the trades’ resurgence—and a potential tailwind for its parent company, Stanley Black & Decker (NYSE: SWK).

Investing in the Trades: A Necessity, Not a Niche

The skilled trades are in crisis. The U.S. Bureau of Labor Statistics projects that construction and extraction occupations alone will grow by 6.1% by 2032, yet a persistent shortage of qualified workers threatens to stifle this growth. Enter DEWALT’s $30 million initiative, which includes scholarships, grants, and partnerships to train the next generation of tradespeople. By 2024, the program had already distributed $850,000 in scholarships and $4 million in grants to organizations like the ACE Mentor Program and mikeroweWORKS Foundation.

This investment isn’t just altruistic. A robust pipeline of skilled workers means sustained demand for tools, equipment, and services—DEWALT’s bread and butter. The company’s scholarships, which support 1,000 applicants annually, are a direct bid to cultivate a loyal customer base. As shows, the parent company has outperformed competitors like Snap-on (SNA) and Hilti (HITL) during periods of strong construction spending, underscoring the strategic value of such initiatives.

The Data Behind the Demand

The math is compelling. DEWALT’s grants aim to skill 150,000 individuals by 2027 through apprenticeships and trade schools. This addresses a core industry challenge: 40% of construction employers report difficulty hiring skilled workers, per the Associated General Contractors of America. By reducing this gap, DEWALT ensures its tools remain indispensable to a growing workforce.

Moreover, the program’s focus on underrepresented groups—women and veterans—aligns with a broader demographic shift. The trades are still male-dominated (93% of construction workers in 2022), but DEWALT’s outreach could tap into a larger talent pool. For instance, the mikeroweWORKS Foundation has awarded over 300 scholarships annually since 2008, a model DEWALT’s grants now amplify.

Social Media Meets Social Impact

DEWALT isn’t stopping at financial support. The brand is leveraging its marketing muscle to rebrand the trades as “cool.” Its “National Decision Day” campaign encourages students to announce their trade school choices via social media, using branded hashtags and digital banners. This not only builds pride in trades careers but also keeps DEWALT’s brand front-and-center in a demographic ripe for tool purchases.

The strategy is paying off. A 2023 survey by the National Association of Home Builders found that 60% of millennials and Gen Z workers see the trades as a viable career path—a 15% increase from 2019. As this demographic enters the workforce, DEWALT stands to benefit from a generation primed to buy its premium tools.

Conclusion: A Winning Hand for Investors

DEWALT’s trade school initiative is a masterclass in symbiotic investing. By tackling labor shortages, the company secures its future demand while bolstering its brand equity. With $30 million committed through 2027, the program’s scale suggests a long-term play: every scholarship recipient and grant beneficiary becomes a potential customer for decades.

Stanley Black & Decker’s stock performance reflects this confidence. Over the past five years, SWK has grown by 38%, outpacing the S&P 500’s 23% gain—a trend likely to continue as the trades rebound. With $1.2 trillion in U.S. infrastructure spending on the horizon and DEWALT’s program nurturing the workers to execute it, the company is well-positioned to dominate a sector in critical need of its expertise.

For investors, DEWALT’s trade school push isn’t just a goodwill gesture—it’s a blueprint for sustained growth in an industry where the right tools (and the right workers) will always be in demand.