The award-winning awareness initiative Generation Logistics has unveiled the first four companies backing the campaign in its fourth year.
Retail giant Asda, logistics firm Europa and global retailer TJX have all renewed their support for a fourth successive year. They are joined by a number of trade associations already on board, including the Chemical Business Association, Cold Chain Federation, The International Air Cargo Association and the Rail Freight Group.
The campaign, now entering its fourth year, has already delivered three years of high-profile activity aimed at closing the skills gap and highlighting the diverse opportunities available in logistics. In that time, awareness of careers in the sector has risen by 37%, with Generation Logistics reaching more than 658 million people and generating 8.3 million social engagements.
The latest phase will add a new dimension, with a greater emphasis on showcasing individual sponsors as well as the collective campaign. Sponsors will benefit from direct access to Generation Logistics’ core audience of 13–24 year olds, helping to demonstrate the accessibility and breadth of career pathways across the supply chain.
Bethany Windsor, Programme Director for Generation Logistics, welcomed the returning supporters and the opportunities ahead.
“We’re absolutely thrilled to be welcoming our fourth year sponsors on board, including familiar faces who are continuing to demonstrate their commitment and dedication to the campaign, as well as onboarding new companies and the exciting opportunities that these bring with them.
“The variety of sponsors so far cover all facets of the supply chain, which is crucial to future-proofing the sector, and especially so when speaking with the available talent pool. Encouraging the next wave of logisticians is the responsibility of all of us working within the sector, and we look forward to building on these efforts as we move into the campaign’s fourth year, thanks to the support of our committed sponsors.”
Phil Roe, the campaign’s executive sponsor, stressed that there is still significant work to do. “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. 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.
“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.”
In its fourth year, Generation Logistics will work even more closely with sponsors to promote the diversity and benefits of logistics careers. A tiered support model will offer sponsors a range of expert marketing benefits, from campaign content and video production to press opportunities, case studies, training, job listings and speaking slots.
The campaign will also continue to deliver classroom initiatives, including curriculum-mapped lesson plans, school visits, and the annual Generation Logistics Week each summer, which focuses activity around schools and educators.
Bethany Windsor added: “We’re so proud of what we’ve achieved within our first three years, and our fourth year will see us continue to push these boundaries as we work to raise awareness of the diverse career options available to young people - all of which wouldn’t be possible without the fantastic support of our sponsors.
“For any companies who may be interested in joining the campaign and becoming a sponsor themselves, information and available packages can be found on the Generation Logistics website. We look forward to welcoming sponsors from right across the sector on board and moving towards the campaign’s fourth year running!”