Future of Roads Minister Lillian Greenwood MP praised young logistics professionals at a parliamentary reception on 24 June 2025, highlighting their vital role in reshaping perceptions of the sector.
Speaking at the event held in Parliament to mark the third anniversary of Generation Logistics, the award-winning industry awareness campaign, Ms Greenwood paid tribute to the emerging talent within the logistics sector and the campaign’s significant outreach achievements.
“Your campaign has shown what we can achieve when the industry comes together,” she said. “You have shown that logistics is unique. That it is a fulfilling career full of possibility.”
Launched less than three years ago by Logistics UK and CILT(UK), Generation Logistics has already made a notable impact among young people aged 13 to 24, generating over 1.7 million visits to its dedicated website, more than 8.2 million social media engagements, and reaching an audience of over 2 billion.
The parliamentary reception took place during Generation Logistics Week—a series of curriculum-mapped activities engaging schools across the UK.
Addressing the more than 40 businesses and associations sponsoring the campaign, Ms Greenwood said: “You’ve reached millions, shared impactful stories and opened doors to an often-misunderstood sector that usually operates behind the scenes.”
She emphasised the importance of continued effort: “It is vital those in this room, and operators up and down the country, continue to push the campaign to new heights, because I am in no doubt Generation Logistics remains a leading way to shape a skilled and innovative sector, fit for the future.”
Phil Roe, executive sponsor of the campaign, welcomed the Minister’s support but urged the sector not to become complacent. He said:
“It is wonderful to hear how much of an impact the campaign has made with government, but as far as young people and their educators are concerned, the task is very much still a work in progress.”
He highlighted the ongoing challenge of raising awareness: “There are still many young people, including some of those set to join the workforce this summer, who have never heard of logistics as a career, and that is why it is so important that we continue to raise awareness and cultivate the brightest and best talents for the workforce of tomorrow.”
Looking ahead, Mr Roe announced plans for the campaign’s fourth year: “We are set to launch our prospectus for the fourth year of the campaign very shortly, and I am keen to encourage businesses of all sizes from across the logistics spectrum to get behind Generation Logistics and become sponsors.”
He added: “Thanks to the incredible partners and sponsors that have been involved thus far, we have made great strides forwards but there is still much to be done.
"Our industry has exciting job opportunities to offer, but until we are considered as a career option in the same breath as jobs in retail, manufacturing, hospitality or healthcare, we will struggle to recruit the talent we need in the longer term.”
Mr Roe concluded with a call to action for the entire sector: “To attract and recruit the talent our industry needs is the responsibility of all of us within the sector – not just the larger businesses, but organisations of every size.
"Our sponsorship options can cater for companies right across the industry and I hope we can rely on the whole sector to continue its support to attract the workforce logistics needs and deserves in the years to come.”
Organisations interested in sponsoring Generation Logistics are invited to email generationlogistics@logistics.org.uk to request a copy of the year four prospectus, which outlines plans for the campaign’s work starting January 2026.