Generation Logistics powers into year two with support from DfT to unearth the next generation of logistics talent

Speaking at Road Transport Expo 2023, Transport Secretary, Mark Harper, confirmed that the DfT will continue to support the pioneering campaign that creates the next generation of logistics workers by challenging perceptions and demonstrating the breadth and diversity of the career opportunities available within the sector.  

Phil Roe, Executive Sponsor of Generation Logistics, said: “It’s fantastic news that the DfT has committed to supporting Generation Logistics for a further year and is recognition of the results we have achieved so far. 

 “As a sector, it’s incumbent on us to do everything we can to highlight to young people embarking on their careers that logistics is an amazing sector to go into.” 

Transport Secretary, Mark Harper said, “The first year of Government funding has had a positive impact, showcasing the diversity of career opportunities in this vital sector. That is why we are pleased to announce additional year two funding to further build resilience into the sector.  

“We continue to work closely with industry leaders, like CILT (UK) and Logistics UK, to fully understand the needs of the industry and this is yet another step we are taking to grow the economy and support industry across the UK.” 

INDUSTRY COLLABORATION 

Launched in August 2022, Generation Logistics is a collaboration between more than 40 leading companies and trade associations from across the industry, managed by the Chartered Institute of Logistics and Transport (CILT(UK)) and Logistics UK.  

Over the last year, Generation Logistics has delivered a comprehensive awareness campaign, championing individuals and “best in class” organisations to highlight how a career in logistics will ‘Push Your Boundaries’. 

“For the logistics sector to thrive, the whole industry needs to work together and that has been one of the most satisfying aspects of the campaign so far,” says Roe. “For the first time, the industry has come together to fund and deliver a high-profile, national campaign to shift perceptions. And while the campaign receives some very important support from the government, from the outset it has been an industry-led initiative and that’s exactly what is needed for it to succeed.” 

“Key to the campaign’s success is the way it works with ‘digital native’ specialists,” continues Roe, “who really understand the ‘non-traditional’ communication channels needed to raise awareness among young people.  The campaign has already generated almost 600,000 visits to the Generation Logistics Hub, and over three million engagements on social media, such as TikTok, Snapchat and Instagram.  

“Generation Logistics is helping develop a long-term plan to address the staff and skills shortages for what is a key part of the economy,” Roe concludes. “But to shore up the supply of talent across the whole sector and avoid a rapid return to critical shortages, logistics needs to be a leading destination for jobseekers and highlight what it can offer – real people, real jobs, real passion.” 

RAISING AWARENESS 

As Generation Logistics moves into its second year, its focus becomes raising awareness among those aged 13-24 and educators in schools and colleges about the industry and the opportunities it presents to young people through quality-assured, curriculum-mapped resources. 

Bethany Windsor, Programme Manager of Generation Logistics said, “We are passionate about changing the perception of the sector and promoting logistics as a career of choice.  Our initial research showed young people were reticent about a career in logistics largely because they didn’t know what it involved.  

“Generation Logistics is showcasing the myriad of critical and fulfilling roles required to ensure the right thing is in the right place at the right time and customers across the globe are happy.” 

To date, the campaign has generated impressive results: 

• Reached an audience of over 340 million people, and climbing 
• Generated over 600,000 visits to the Generation Logistics Hub (www.generationlogistics.org), which is packed with information about logistics and opportunities within the sector 

• Resulted in almost three million engagements with interested individuals on social media alone   

Organisations interested in supporting Generation Logistics in the second year of its campaign can download more information from the Generation Logistics hub – Become a Sponsor.

Published On: 20/07/2023 14:00:00

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