Generation Logistics has worked to showcase the variety of career paths
Britain’s logistics sector has rallied once again behind Generation Logistics, as a fresh wave of major names sign up to support the campaign’s fourth year — reinforcing its role as one of the most influential talent initiatives in UK transport and supply chain.
Following its initial sponsor announcement, Generation Logistics has confirmed a further line-up of high-profile supporters, including the British International Freight Association (BIFA), GXO, Indurent, Martin Brower, Metro Supply Chain, Morrisons, Multimodal, the Road Haulage Association (RHA), Rudolph & Hellmann, Tesco, Veterans Into Logistics, VTCT Skills, Welch Group, WS Transport and Wincanton.
They join earlier sponsors Asda, Europa and TJX, alongside trade association partners such as the Chemical Business Association, Cold Chain Federation, The International Air Cargo Association, and the Rail Freight Group — expanding an already formidable coalition of industry backers.
Since its launch, Generation Logistics has worked to showcase the variety of career paths available to young people aged 13 to 24. Over its first three years, awareness of logistics careers rose by 37%, with the campaign reaching an audience of more than 658 million and driving 8.3 million social media engagements.
Now entering Year 4, the campaign aims to build on that momentum, collaborating even more closely with sponsors to highlight the breadth, diversity and benefits of working in logistics. Partners will gain access to wide-ranging promotional opportunities, including creative content, video production, paid social campaigns, training and masterclasses, press features, job listings and speaking slots at major industry events.
Bethany Windsor, Programme Director for Generation Logistics, said the new partnerships bring renewed energy to the initiative. “We’re incredibly excited to welcome these new sponsors on board,” she said. “They further strengthen our ability to reach young people and showcase the dynamism and diversity of our sector. Each new sponsor brings fresh perspectives, expertise and enthusiasm to the campaign, which allows us to deliver even greater impact.”
While the campaign’s growth is encouraging, its leaders stress that there is still much work to do. Executive sponsor Phil Roe underlined the importance of sustained industry commitment: “Receiving support and backing from the sector plays a highly crucial role in the campaign’s capability to meet its overarching goals, and our ability to nurture the next generation of talent.”
He added that the mission to attract and inform young people remains ongoing. “Efforts must continue to raise awareness, educate and support younger people, and this won’t be complete until there is a much more thorough understanding of the industry and the many valuable career opportunities on offer.”
Roe urged more companies to join the movement: “Generation Logistics offers a great opportunity for sponsors to showcase the amazing work they are doing to support the future of our sector – I’d urge businesses of all sizes to get behind the campaign and ensure we can all continue to recruit the talent we need for years to come.”
With another year of activity ahead, Generation Logistics is building a powerful platform to inspire the next generation and demonstrate how vital logistics is to everyday life. The campaign continues to grow not just in scale, but in impact — positioning itself as a cornerstone of the UK’s efforts to tackle the industry’s long-term skills challenge.
Businesses interested in supporting the campaign or finding out more about sponsorship opportunities can visit www.generationlogistics.org/year4
.