During National Apprenticeship Week [5-11 February], UK Transport Minister Guy Opperman MP celebrated the first successful year of the Generation Logistics campaign, highlighting its role in changing the image of the logistics sector and promoting it as a key driver of economic growth.

Minister Opperman praised the joint efforts of the government and businesses in making logistics careers more attractive and emphasised the importance of attracting new talent to maintain a strong supply chain for the economy's health.

The campaign's achievements were showcased at a parliamentary event attended by representatives from over 50 companies and trade associations, along with young Generation Logistics ambassadors. These ambassadors are crucial in engaging with future employees and highlighting the sector's varied opportunities.

A new careers guide for teachers and advisers was introduced at the event, aiming to increase awareness of logistics professions. Bethany Windsor, the campaign's program director, noted an 11% rise in awareness and a 140% increase in positive sector perceptions in the first year. The initiative, supported by sponsors and ambassadors, plans to further reach out to educators and integrate logistics into school curriculums, positioning logistics as a top career choice for young people.