More than half of Gen Z say they’d consider a career in driving, seeing it as flexible, independent, and increasingly tech-driven. New research from Samsara found that 58% of respondents aged 16 to 25 find a driver-focused job appealing, while 62% have a positive view of the logistics industry overall.

What’s Related

Flexible schedules topped the list of reasons Gen Z finds driving appealing, followed by the chance to work independently and avoid office life. Others pointed to the potential for good pay and opportunities to travel as added perks.

Still, some perceptions continue to hold the industry back. Many cited long hours as a drawback, while others described the work as boring or too male-dominated.

Technology draws young workers

More than half (57%) of those surveyed said they want to work in jobs that use AI or other advanced technology. That connection to innovation could help fleets attract younger drivers by showing how much the role has changed.

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

“Younger adults want to work in roles where technology empowers them to do meaningful work,” said Seth Stanfield, UK Director at Samsara. “When fleets invest in connected tools and automation, they’re not just improving operational efficiency. They are creating space for the fleet pilots of today.”

Respect matters

Beyond technology, mental health and respect are major priorities for Gen Z. The study found that 78% value mental health support in their careers, 66% want employers to take sustainability seriously, and 80% want to feel valued and respected at work.

“For me, retention is about recognition and wellbeing, not just pay,” said Amber Kirkby, Fleet Systems Team Leader at Lanes Group. “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.”

Still, recruitment remains one of the industry’s biggest challenges. “We’ve revealed that at least 40,000 new lorry drivers a year for the next five years are needed, so we’re working hard to best attract young people to get behind the wheel of Britain’s trucks,” said Sally Gilson, RHA Policy Lead for Skills and Drivers.