GENERATION AI Reframing Logistics for Gen Z and Gen Alpha By TROY LESTER , CRO and Co-Founder, Warp
3. Lean into Generation Z & Alpha work values • As logistics digitizes, highlight roles in AI monitoring, cybersecurity, supply chain analysis, and digital twin management, many of which can offer partial remote flexibility. • Flexibility and a blend of physical/ digital work will appeal to Gen Alpha’s expectation of the workplace. • Prioritize diversity, equity, and inclusion, and showcase diverse leadership. For these younger generations, this isn’t a nice-to-have, it’s a baseline requirement.
I chose to go into logistics because I love delivering the experience of getting “what you want, when you want it” in the real world. But the logistics industry is at a crossroads. The old way, i.e., long hours, relentless pressure, and high turnover, is unsustainable. But a new path is possible. By embracing technology, aligning with the values of younger generations, and reframing what a career in logistics represents, the industry can transform itself into a profession of choice. Here’s how: 1. Tell the story differently • Recast logistics not as “operations” or “manual labor” but as a sector defined by technology + problem solving + global impact. • Position logistics as a hub for robotics, automation, AI, and data science applications—from warehouse robotics to AI-driven route optimization. • Partner with schools and STEM programs to highlight logistics as an applied tech career path, not just manual labor. Meet Gen Alpha where they are on digital platforms such as YouTube, TikTok, Discord, and Roblox, with engaging content about careers in logistics. 2. Connect to purpose and impact • Highlight logistics’ critical role in sustainability (e.g., optimizing routes to reduce carbon emissions, adopting EV fleets, and building greener warehouses). • Showcase the human impact: delivering the food, medicine, and essential goods that keep communities safe and functioning. • Rebrand logistics roles as part of “moving the world forward,” appealing to Gen Alpha’s desire for meaningful, value-aligned work.
4. Think outside the box to recruit and retain talent
• Use gamification, AR/VR training, and simulation platforms to onboard and upskill employees. For a generation raised on interactive tech, this makes training engaging and relevant. • Promote logistics challenges (e.g., hackathons, robotics competitions, supply chain simulations) to attract young problem-solvers. • Create clear career pathways where entry-level workers can grow into robotics technicians, data analysts, supply chain strategists, or sustainability officers.
Cultivating Young Talent Supply chain automation company Dematic invests in the next generation of supply chain and logistics professionals by supporting hands-on problem-solving in schools and helping young scholars.
learning spaces to Hidden Lakes Elementary in Keller, Texas in May 2025 and West Oakview Elementary in Grand Rapids, Michigan in August 2025. Each installation transformed part of the school grounds
into an outdoor classroom where students build and plant raised garden beds. By integrating these experiences into the school day, the program connects traditional educational lessons with hands-on learning in science, gardening, nutrition, and sustainability. The Project Learning Garden program has reached more than 750 schools across the United States. Dematic has partnered
Dematic partnered with the Captain Planet
Foundation , a nonprofit dedicated to engaging and
empowering young people to be problem solvers for the planet, to bring hands-on Project Learning Gardens to students in two communities: Grand Rapids, Michigan, and Keller, Texas. The organizations brought outdoor
44 Inbound Logistics • November 2025
Powered by FlippingBook