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A few pain points jump out from this: the


SOCIAL ISSUE WHERE THERE’S A 35,000 PERSON JOB SHORTAGE IN THE US, THEIR EYES OPEN WIDE.


goods from point A to point B as quickly and cost-efficient as possible. It just so happens that to do this now and in the past 60 years, it’s been trucks and the drivers that command them. Te driver’s profile in the past has been


a noble one. Te brand of the driver has been hard working, safe, family oriented, independent and careful. But somehow this typecast has evolved into a slew of negative connotations: dirty, unintelligent and disturbing (due to recent Hollywood portrayals).


None of us want these connotations, but


the industry hasn’t evolved in the most positive ways either. Half of the driver population is obese, is now averaging between 45 to 52 years in age and is 96 percent male. To add to it, one of the most crucial pieces of driving, the pay, hasn’t evolved either. According to Reuters, the average driver makes only 1.8 times more than a food service worker (compared to 4 times more in 1980). Te driver is a highly specialized role, yet getting paid close to that of someone that works at a local restaurant.


SHORTAGE. YOU KNOW ABOUT MOST OF THE ISSUES I’VE MENTIONED ALREADY. BUT IF I TELL MY FRIENDS ABOUT A BIG


YOU ALL KNOW ABOUT THE DRIVER


average age and the general profile of the driver. To bring in the next generation of drivers,


the millennials, these pain points have to be overhauled. It certainly won’t be easy. Te minimum age to drive interstate is 21.


Most carriers want drivers to be at least 23. Tis means someone is out of high school for five years, post-associates degree for three years or post-bachelors for 1 year before they become a driver. And then they want to try trucking!? No, trucking becomes the “2nd


choice


career” for millennials, as they’ve already jumped into something before trucking ever becomes an opportunity. Yes, regulations are part of the pain in


this, but there’s a few logical reason why young people don’t want to join the industry. Te biggest being that industry is in its own way. As an outsider, I’ve scanned the websites


and social media of numerous trucking companies, national associations and other groups and too often the content and strategies focus on attracting the same audience the industry already has. Tis is a problem.


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