Attracting the Younger Generation

Words: Karen HickeyEach month, the Associated General Contractors of America (AGC of America) releases its analysis of U.S. Department of Labor data, with the latest construction employment statistics. And each month, almost without fail, the press release includes a call for more to be done to help attract workers to construction.

In a recent national survey, AGC of America found that “two-thirds of contractors have a hard time finding qualified craft workers to hire.” And this is amid a strong demand for construction.

Part of attracting workers is getting young people interested in the trades, learning from the “veterans” and becoming the next veterans themselves.

The North Carolina Masonry Contractors Association (NCMCA) has just approved the formation of a new subgroup that will focus on the young professional. Similar to the MCAA’s South of 40 program, the core mission of this group will be to provide members the opportunity to learn, become more involved, and introduce a youthful voice into the masonry industry. While vocational programs and various masonry competitions around the country involve the younger generation, there has been very little effort to include those aged 20—40 in monthly meetings, conventions and board meetings.

Brandon Hartsell, Central Region vice president of the NCMCA, is leading this effort in his region. He says we need to develop lasting relationships with younger people, encourage their new ideas and educate the leaders of tomorrow. “In this way,” he says, “the masonry industry will be as solid as the products we promote. If we do not scout the talent and attract a younger generation to this business, how do we ensure it will still be strong in 30 years?”

Along with Brandon, I ask you to consider the following: what is being done in your region? What are you doing to help?
A Legacy of Inspiration: Lynda Spina, CFO retires from STABILA North America
April 2026

After almost 30 years of dedicated service, Lynda Spina is retiring from her role as Chief Financial Officer of STABILA North America, closing an extraordinary chapter defined by steady leadership, financial discipline, and lasting impact.

Elsa Bueno
MAP Partner
Read More
Masonry in the Media: The Alamo, The Merchandise Mart, & More
April 2026

The scenery of films and TV shows alike is often a crucial yet underrated detail that can ultimately make or break a scene. In these American-made structures, take a look at how these movies and shows transformed iconic masonry buildings into the perfect

Lily Burger
Masonry in the Media
Read More
Announcing The Daily Digest From The MCAA
April 2026

Pay attention to your inbox starting Wednesday, April 8th. The MCAA is pleased to announce The Daily Digest, a selection of masonry news from around the world delivered right to you. “I receive daily emails from several news sou

Dan Kamys
Industry News
Read More
Turning Visualization into Opportunity: How Digital Design Tools Are Supporting Today’s Masonry Contractors
April 2026

Today’s homeowners are taking a proactive approach to planning and design. Before reaching out to a contractor, many clients spend hours researching products, comparing materials, and building inspiration boards online. By the time they request a quote,

Sarah Lograsso
MAP Partner
Read More
Interested in working with us? Learn about and join the Masonry Alliance Program →