UK government invests £300,000 in Generation Logistics campaign

The Department for Transport (DfT) has announced £300,000 of government funding to support Generation Logistics, a campaign aimed at encouraging more young people to take up a career in the logistics industry.

Generation Logistics was launched in August 2022 so the announcement of this funding comes as it prepares to enter its second year.

When Logistics Manager sat down with Parliamentary Under Secretary of State at the Department for Transport Richard Holden back in April, this is what he had to say about Generation Logistics:

“Generation Logistics is about making an open, modern industry […] I think it’s about ensuring that all parts of the industry are at the level that we want to see them at. Some areas are moving faster than others, but I’m determined to ensure that as part of the broader 33-point plan we address all of those different spaces, because I don’t want to see any part of the industry scrambling around when I want it to be seen as a positive employment choice for people at every stage.”

So far, Generation Logistics has used mobile and online platforms to reach a younger audience with informational content about the sector and working within it. As a result, it has seen almost 2.9 million engagements with social media posts and 521,000 visits to its online hub.

As reported by Logistics Manager in May, the Generation Logistics campaign had taken advantage of a slightly unorthodox tool to engage a younger demographic – TikTok. On its account it posts videos ranging from street interviews about what the general public think logistics is to testimonials from young professionals in the sector. Some even contain pop culture references linking logistics to celebrities and video games.

This type of content, while not traditional, might be effective; Bethany Windsor, Programme Manager of Generation Logistics, noted that the campaign’s initial research “showed young people were reticent about a career in logistics largely because they didn’t know what it involved”. If this is the case, then educating more people about logistics might well make a difference.

According to the DfT, the second year of the campaign will be primarily focused on raising the profile of the logistics industry in schools and colleges around the UK. It will provide these institutions with resources and materials to help teach more young people about logistics which should, in turn, lead to more young individuals considering a career in the sector.

Secretary of State for Transport Mark Harper said: “The first year of government funding has had a positive impact, showcasing the diversity of career opportunities in this vital sector. That is why we are pleased to announce additional year two funding to further build resilience into the sector.”

The campaign has now received £645,000 in funding, with this £300,000 investment for the second year building on an initial investment of £345,000.

With supply chains having been impacted by staff shortages for several years now, securing the workforce of the future is imperative now more than ever, hence the government’s eagerness to take action like this.

For more on recruiting and retaining talent in the logistics industry, check out this feature in the May issue of Logistics Manager Magazine!

Source: logisticsmanager.com