As Generation Logistics celebrates the close of its highly successful second year, the campaign has firmly cemented its role as a transformative force within the logistics sector.

Conceived to address critical skills shortages and reshape perceptions of careers in logistics, the campaign has delivered results that exceed expectations and set the stage for even greater achievements in the coming year.

Year 2: A Resounding Success
Year 2 of Generation Logistics, concluding on 31st September 2024, has been nothing short of remarkable. The campaign achieved or exceeded nearly all of its ambitious targets:

• Website Engagement: Over 580,000 hits, surpassing the target of 500,000 (116% of goal)
• Social Media Impact: More than 3.1 million engagements, surpassing the 3 million target (105% of goal)
• Educational Outreach: Over 3,700 curriculum downloads, far exceeding the target of 2,500 (149% of goal)
• Broad Reach: Created over 860 million opportunities for the target audience to see campaign messages
• Raising Awareness and Sentiment: Increased awareness of the logistics sector by 23% (115% of target) and positive sentiment by 30% (120% of target)

Key initiatives like the inaugural Generation Logistics Week and the launch of the 2024 careers booklet have further strengthened the campaign’s visibility and relevance, engaging educators and young people alike.

Recognition for Excellence
The impact of Generation Logistics has not gone unnoticed. The campaign has been recognised with countless awards, underscoring its innovative approach and measurable outcomes.

Most recently, the campaign won Best Social Media Campaign at the Memcom awards and was highly commended for Best Public Awareness Campaign – both judged against work from other membership associations.

Additionally, Generation Logistics was named Best Marketing Initiative at the international Association Excellence Awards. These accolades validate the campaign's creative strategies and commitment to addressing sector challenges head-on.

Looking Ahead: Year 3 Ambitions
Building on the momentum of the past two years, Generation Logistics entered its third year on 1st October 2024 with renewed vigour and ambitious plans.

With funding of nearly £500,000 from sector companies and partners, the campaign is well-positioned to continue driving change.

Year 3 Key Campaigns and Goals:

• Enhanced Engagement: Aiming for 350,000 website visits and 2.2 million social media interactions
• Education Expansion: Reaching 1 million educators and facilitating 2,500 curriculum interactions. A place-based approach is being taken, with local initiatives in regions such as Leicestershire, Lincolnshire, and Berkshire to date
• Diverse Role Focus: Four major campaigns will spotlight critical roles like Transport Planner and Technician, alongside key soft skills like customer care and managing change

Partnerships and Collaboration
Collaborations with national and regional organisations, including the Careers and Enterprise Company and STEM Learning, will ensure the campaign continues to resonate across diverse audiences. Generation Logistics Week 2025, planned for June, will be a major highlight, aiming to broaden the reach and impact of logistics education.

With strong momentum, expanded partnerships, and innovative campaigns, Generation Logistics is poised to make Year 3 its most impactful yet—securing the future talent pipeline and elevating the logistics sector’s profile as a career destination of choice.

To find out more about Generation Logistics, please contact: generationlogistics@logistics.org.uk