The Next Fleet Generation : Gen Z find driving careers appealing yet recruitment hurdles remain

This blog is part of The Next Fleet Generation, a five-part series based on Samsara’s latest research into the UK’s driver recruitment challenge. Together, the blogs explore how technology, people and perception are reshaping driving and physical operations, examining everything from Gen Z’s attitudes and life on the road to the ways employers are building the next generation of fleets.

Forget whatever preconceptions you might have about Gen Z. According to our survey,* young people are more open to driving as a career in logistics and physical operations than many might assume. More than half (58%) say a driver-focused career in operations or logistics is appealing, while nearly two-thirds (62%) say they hold a positive view of the sector overall. 

When pressed about the positives of driving for a living, flexibility (47%), autonomy (43%), avoiding office life (40%), good pay potential (37%), and opportunities to travel (28%) topped the list. 

For an industry that faces an ageing driver population, that has to be encouraging and suggests that with the right approach, things can turn around. But it’s not all plain sailing. At the same time, long hours (45%), perceptions of boring work (28%), male dominance (28%), low pay (27%), and poor working conditions (22%) stood out as negatives.

Gen Z are open to driving-related careers

Beyond specific sectors in the world of physical operations, the younger generation are clear about the values they want from any career. They want to work in roles that are valued and respected (80%) and where employers take sustainability seriously (66%). 

Wellbeing is also central, with more than three-quarters (78%) saying mental health support is important in career choices. Over half (57%) say they are interested in jobs that use the latest AI technology.

These priorities line up closely with how driving and physical operations are already evolving in a profession that is more respected than before, increasingly tech-driven, and essential to the sustainability of supply chains.

It was a point made by Amber Kirkby, Fleet Systems Team Leader, at Lanes Group, who highlighted the importance of wellbeing. 

“For me, retention is about recognition and wellbeing, not just pay,” she said. “We run a driver rewards scheme—awarding the safest drivers and those who’ve reduced speeding—so there’s healthy competition. We shout out good deeds on social channels, and we’ve built real support networks. The message we try to get across is that ‘you’re not one of 4,000 drivers—you’re a person, and we treat you that way’.”

While Andrew Sharp, Transport Shift Manager at Delifresh, explained how technology also helps to keep drivers safe. 

“Drivers describe Samsara as ‘like having a co-pilot’,” he said. “In other words, you may be alone between drops, but you’re never ‘on your own’.” 

These examples typify the way the industry is changing to meet the needs of its employees. But while the industry is changing for the better, what's clear is getting that message out there also needs to be a priority, especially since parents (50%) remain the single biggest influence in terms of career decisions, followed by friends (35%) and social media (33%). 

This is a crucial insight for recruitment. Attracting new recruits into the industry isn’t just about speaking directly to young people themselves, but also influencing the people around them. 

Why this matters for the industry

That means recruitment messaging alone won’t be enough. The industry needs an uplift in how the entire sector is perceived. Families need to see logistics as offering stable, modern careers. Schools and advisors need to understand the career pathways. And the public needs to appreciate the role drivers play in keeping the economy moving.

The findings suggest that the direction of travel is heading in the right direction. It’s up to the industry to connect those dots, dispel lingering stereotypes, and make the sector’s progress visible not just to young people, but to everyone who influences their choices.

After all, there isn’t a successful economy on the planet that does not depend on transport logistics and physical operations to move people and products from A to B. Without that, the world as we know it would simply grind to a halt. Which is exactly what will happen if we can’t attract more people into roles that make a real-world impact on us all. 

Five reasons why young people should consider a career in driving and physical operations

1. It’s a high-tech, modern profession

Today’s fleets use cutting-edge technology such as AI-enabled dash cams, real-time telematics, and digital workflows to help them stay safe, efficient, and productive. For a generation that values innovation, it’s a career that is increasingly rooted in technology. 

2. It makes a real-world impact

Drivers are the backbone of the economy keeping supply chains moving, communities connected, and essential services running. It’s meaningful, visible work that contributes directly to society.

3. It’s full of opportunity and progression

Apprenticeships, mentoring and in-house academies mean you can earn while you learn and keep moving forward. Depending on your own ambitions, starting off behind the wheel can open doors into management, compliance, systems, or operations roles.

4. It’s people-first, with strong cultures of support

Employers are investing in recognition, wellbeing, and inclusion that make drivers feel valued, not just employed.

5. It’s stable, flexible, and rewarding

Driving offers competitive pay, job security, and independence, making it a solid alternative to costly university routes. Roles offer variety—from city deliveries to long-haul logistics—and freedom from office life. With the right attitude, skills and support, you can build a career that’s both secure and self-directed.

* Survey of 1,001 people aged 16-25 years based in the UK and carried out between September 9-15, 2025, conducted by Opinion Matters.

Read more:

• The Next Fleet Generation : Technology holds key to solving ongoing driver recruitment crisis as Gen Z signal their interest in physical operations

• The Next Fleet Generation : How employers are improving driver recruitment and retention

• The Next Fleet Generation : Driving as a launchpad for a career in physical operations

• The Next Fleet Generation : Drivers urge younger generations to join as the retirement cliff nears