After three years of reshaping perceptions of the logistics sector, Generation Logistics has announced a new sponsor-focused direction for the fourth year of its national awareness campaign.
First launched in 2022 with backing from leading names such as SEGRO, GXO and Asda, Generation Logistics has sought to inspire young people and educators to view logistics as an industry rich with opportunity.
The campaign has recorded a 37%* increase in sector awareness, reached more than 658 million people, and generated 8.3 million social media engagements.
Year 4 – branded GL4 – represents an evolution of this approach. The campaign will now actively direct its highly engaged audience towards companies offering career opportunities, helping employers attract the next generation of logistics talent.
To achieve this, Generation Logistics has introduced a tiered sponsorship model providing tailored marketing support.
Packages include everything from campaign content, social media promotion and video production, to press coverage, masterclasses, speaker opportunities, case studies, and access to job listings – all aligned with sponsors’ own marketing goals.
Three sponsorship tiers have been unveiled:
SPOTLIGHT – £3,000 investment
Includes campaign content, organic social media, case studies, job postings and more, supported by a paid social campaign forecast to generate 4,700 sponsor social impacts and 1,000 website visits.
AMPLIFY – £15,000 investment
Adds speaker slots, press opportunities and additional content, with paid social expected to deliver 31,000 sponsor social impacts and 6,000 website visits.
IMPACT – £30,000 investment
Offers press coverage, radio campaigns, masterclass sessions and more, backed by a paid social campaign projected to achieve 78,000 sponsor social impacts and 15,000 website visits.
Generation Logistics was established through collaboration between more than 30 major UK and global logistics firms, responding to research showing that over 90% of British young people have never considered logistics as a career, while 35% associate the sector with the word “boring”.
By combining social media growth, advertising, PR and creative content, the campaign has already begun to challenge these perceptions.
Bethany Windsor, Programme Director at Generation Logistics, said: “We’re really proud of what we’ve achieved so far – it’s rare that an awareness campaign is able to move the needle quite as much as we have.
"That said, our work isn’t done, and GL4 is all about capitalising on the audience we’ve built, and helping young people understand the rewarding career pathways that our sector, and our sponsors, offer.
“We’re really conscious that none of this could happen without the support of the sector, but also steadfast in the belief that our campaign offers sponsors genuine value, and an invaluable opportunity to access a younger audience central to the future prosperity of logistics.
“If our three years have proven anything, it’s that by doing it as a collective, we can be much more than the sum of our parts, and genuinely change perceptions. We want as many logistics companies as possible to be part of that.”