INDUSTRY OPINION


Refrigeration needs a rebrand - and fast


The refrigeration industry is facing a demographic cliff . Like many technical trades, it’s grappling with an ageing workforce and a dwindling pipeline of new talent. Robbie Whitelam, Industrial Sales Manager – CCR Commercial Refrigeration, shares his thoughts on how the sector can attract the next generation.


A


t its core, refrigeration is a growth industry. Even amid economic headwinds, it continues to off er stable employment, technical progression, and upward


mobility. Many of today’s directors began their careers on the shopfl oor, and that kind of trajectory should be a compelling story for young people weighing their options. But the message isn’t landing. Refrigeration remains the ‘Cinderella sector’ of engineering,


largely invisible to students, parents, and even career advisors. Plumbing, electrics, and gas dominate the vocational spotlight, while refrigeration quietly powers supermarkets, data centres, hospitals, and manufacturing plants. It’s everywhere, and yet nowhere in the public imagination. This invisibility is more than a branding problem; it’s a pipeline crisis. Some colleges, such as Grimsby, have shuttered refrigeration courses due to low demand. That’s not just a local issue – it’s a symptom of national neglect. Without awareness, there’s no interest. Without interest, there’s no enrolment. And without enrolment, the industry loses its future. So, what’s the fi x? Refrigeration is known for its technical


cooperation, even among competitors, on standards, development, and safety. Why not apply that same ethos to talent development? Imagine a cross-industry coalition focused on outreach: joint school visits, shared apprenticeship promotion, unifi ed messaging about career paths. Not just at the college level, but starting earlier, when students are still forming ideas about what work looks like. Most kids know what a plumber does, but few could explain the role of a refrigeration engineer, and that gap is our opportunity. Of course, awareness alone won’t solve everything. College funding is tight, apprenticeship frameworks vary by region, and the economy is in a challenging phase. But waiting for perfect conditions is a luxury the industry doesn’t have, because the grey-haired workforce isn’t getting younger. Today’s young people are looking for careers that off er purpose, fl exibility, and progression. Refrigeration ticks all those boxes, but it needs to say so, loudly and clearly. That means rethinking how we present the sector. Less jargon,


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more storytelling. Less technical mystique, more real-world impact. Cooling a hospital operating theatre or keeping vaccines viable isn’t just engineering, it’s an essential service. And let’s not forget the green angle. Sustainability is a major


draw for Gen Z and Gen Alpha. Refrigeration has a strong environmental story to tell, from energy-effi cient systems to low-GWP refrigerants. But that narrative needs amplifi cation. If we want to attract climate-conscious talent, we must position refrigeration as part of the solution, not just a behind- the-scenes utility. Ultimately, the challenge is not just recruitment, it’s


relevance. The industry must make itself visible, relatable, and aspirational. That means engaging with schools, colleges, and communities. It means investing in outreach, not just equipment. And it means speaking with one voice about the value and vitality of refrigeration careers. We have the story, we just need to tell it better. The next


generation won’t come knocking unless they know we’re here, and why it matters. Cinderella sectors don’t get invited to the ball. They have to make their own entrance. Let’s start now. Before the clock runs out.


So, what’s the fi x?


Refrigeration is known for its technical cooperation, even among competitors, on standards, development, and safety. Why not apply that same


ethos to talent development?


www.acr-news.com • September 2025 19


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