If you’ve been in the sector as long as I have, you’ll know we are currently at a crossroads: warehouses are getting smarter, logistics are going green, and demand for tech-savvy talent is surging. But our greatest opportunity (and challenge) right now is attracting the next generation of Gen Z and Millennials into supply chain roles.

Why Gen Z and Millennials Matter

Let’s face it, the industry’s old playbook doesn’t cut it anymore. Younger professionals are entering the workforce with new priorities: they’re digitally fluent, socially conscious, and want more than just a job—they want impact and meaning.

What’s Holding Them Back?

Old-school image: People still think “supply chain” means clipboards and forklifts, when in reality it’s about data analytics, sustainability solutions, and creative problem-solving.

Limited exposure: Unlike tech or finance, supply chain careers aren’t front-of-mind when students or grads plan their futures.

Growth doubts: Myths persist that career advancement in logistics is slow, or that the work is repetitive (it isn’t!).

What Are They Looking For?

Purpose and Impact: Gen Z and Millennials want work that “means something.” If your company is moving towards carbon neutrality, championing ethical sourcing, or supporting communities, shout it from the rooftop.

Tech-Forward Roles: The fastest-growing areas are in automation, digital supply chain management, and data analysis. Highlight the innovative technologies and platforms your team uses.

Diversity & Inclusion: Younger talent expects inclusive environments where different voices and ideas are welcomed.

Flexibility: Hybrid and remote options are increasingly important, even in operational roles. Flexible shifts or digital-first teams can set you apart.

Learning & Progression: Transparent career paths, mentoring, and access to upskilling (think: online courses and cross-functional projects) are key.

Practical Steps to Attract Gen Z and Millennials

Modernise Your Messaging: Update your job ads and social media, ditch jargon for language about impact, growth, and innovation.

Partner With Education: Collaborate with universities and TAFEs. Guest speaking and internship programs place your company front and centre.

Highlight Technology and Sustainability: Feature automation, eco-friendly initiatives, and supply chain digitisation in your employer branding.

Promote Career Development: Publicise real stories of young team members climbing the ranks or expanding skills across different functions.

Partner with a recruitment firm that can assist in promoting your brand to their network: A specialised recruitment agency can broaden your organisation's reach well beyond traditional job postings.

Real Experiences Make a Difference

Recently, I spoke with a 25-year-old logistics coordinator who joined a Sydney-based 3PL after completing a supply chain internship. What hooked him? The chance to lead a process automation project in his first year, plus exposure to green supply chain initiatives. Stories like this one are powerful magnets for new talent!

Final Thought...

The future of supply chain is fast, flexible, and full of impact. To attract Gen Z and Millennials, organisations need to reframe their roles and workplace culture as places where they can innovate, create change, and build rewarding careers.