Unfortunately for a lot of people they think about careers in a very structured fashion. You are either a doctor or a lawyer or a retail clerk because those are the real jobs. These days thinking only of the real jobs could find you living without one as the industries that are actually growing during this recession are not the traditional ones.
When you think of what is available and growing in today's job market, think of the unusual. Items that are different and providing services that are unconventional are available now. A lot on new stuff is happening online. The internet is an unbelievably large and far reaching thing, it has possibilities that are just being realized for business.
For work that won't go away you could always go into the medical field. For those just starting college this could be a good plan. There are many aspects within this area. Doctors and nurses aren't the only thing out there. There are many specialized technical fields too. Web based jobs are multiplying. There are companies that will market for you online and help raise your Google rating. Because many businesses are using more promotional products instead of traditional marketing right now, so selling or printing custom items is a growing field.
Sometimes you have to think outside of the box to create new revenue streams. Don't be embarrassed by stepping outside of your normal line of work. It is the people that can adapt that are best able to not only survive but move ahead in life. If you have thought about a side business, it is a good time right now. Don't go blowing your savings or anything crazy. Think very low budget.
Whatever you decide to do, you should do well if you can focus on something that provides a needed service or is very useful. You need to be careful in your endeavor. If you want to invest in a new business don't spend all your capital on refurbishing a location or buying stock for the store. Always keep some working capital. I have seen so many new places go under so fast because they didn't set aside any money to get through the beginning slow period of business.
Promotional key rings are wonderful for a new business, you can give one to everybody. There are loads of inexpensive promotional gifts that will help get the word out about your new venture.