A new wave of major logistics companies has signed up to back Generation Logistics as the award-winning campaign prepares to enter its fourth year, reinforcing industry efforts to attract young people into the sector.
With 2026 approaching and the third year of the campaign drawing to a close, organisers confirmed that a number of prominent organisations have renewed or joined as sponsors, underlining continued confidence in the initiative’s impact. Trade bodies including the Association of Pallet Networks and the British Ports Association have committed to the next phase, alongside global operators such as DHL Supply Chain, Maersk, SEGRO and the Ministry of Defence.
They join a broad coalition of returning supporters from across logistics, transport, retail and supply chain operations, all of whom have pledged to continue promoting the range of career opportunities available to young people entering the industry.
Campaign organisers say year four will involve closer collaboration with sponsors than ever before, with participating companies gaining access to marketing activity including creative content, paid social campaigns, video production, training and masterclasses, media opportunities, case studies, job listings and high-profile speaking roles.
Since its launch in 2022, Generation Logistics has delivered significant reach, with organisers reporting a 37% increase in awareness of logistics careers. Over the past three years, the campaign has reached more than 658 million people and generated over 8.3 million social media engagements.
Paul Farr, managing director for ground and rail in northwest Europe at CEVA Logistics, said continued backing of the campaign was vital to the future of the sector. “We recognise the importance of the Generation Logistics campaign and are proud to have supported this initiative from its very beginning in 2022,” he said. “There is a crucial need to encourage young people to enter the sector, and we’re pleased to be standing alongside other logistics organisations all pledging their support.”
He added that collaboration across the industry would help highlight the breadth of roles available. “As the sector comes together, we look forward to continuing our work with Generation Logistics and showcasing the wide range of rewarding career opportunities that logistics has to offer.”
Bethany Windsor, programme director for Generation Logistics, said the calibre of companies supporting year four reflected both the commitment of the sector and the progress made so far. “The latest wave of sponsors for the campaign’s fourth year all being household names is a wonderful testament to the dedication of the sector, as well as the impact of Generation Logistics to date,” she said.
She added that sponsor backing was central to the campaign’s longevity as it looks ahead to the next phase. “Sponsor support plays such a crucial role in the success and lifespan of Generation Logistics, as we work towards raising a much greater awareness of the sector as a valuable career path in 2026,” she said, urging more businesses to get involved to help “futureproof the sector” and encourage the next generation of logistics talent.