Logistics The New Sexy

If you ask a recent university graduate where they would like to work, they are likely to say, for example, at a technology company. A few years ago, they might have said banking, and further back, the public sector. But neither then nor now would they dream of working for a transport company, even though nothing they own would ever reach them without logistics.

This makes it essential for companies in the sector to create working environments capable of attracting the best talent. Breaking away from long-standing perceptions is not easy, but now more than ever, the industry needs to step forward, raise the profile of logistics and show that, as well as being an attractive sector, it is essential to keeping the economy moving.

Modernising the sector to attract talent from new generations is the idea behind “Logistics The New Sexy”, the project that won the 2024 CEL Award for Logistics Excellence in Communication and Marketing.

“Logistics The New Sexy” is a campaign created by the Palibex Network that combines creativity, consistent messaging and a strong social media presence. The project was recognised by the Spanish Logistics Centre (CEL) for transforming logistics into a more attractive sector while remaining aligned with the company’s corporate values and highlighting the importance of people, CSR and innovation as key pillars.

The initiative did not begin as a marketing campaign, but rather as a statement of intent aimed at showing that there is also room for creativity and innovation in the world of logistics.

With this in mind, and as a first step towards breaking away from the monotony traditionally associated with the sector, Palibex embraced the world of art through innovative arts patronage projects. For more than a decade, Truck Art Project has transformed the transport Network’s truck fleet into moving canvases, turning roads into travelling galleries and making art more accessible to everyone.

This commitment to bringing art into public spaces has also taken shape through other initiatives such as PBX Creativa, a collection of murals designed to transform the grey surroundings of industrial estates into more pleasant, welcoming and inspiring workplaces for employees.

In the world of sport, Palibex has also drawn attention to the importance of transport and logistics by taking part in major competitions such as the Dakar Rally and the Copa del Rey MAPFRE sailing regatta, promoting values closely associated with the professional environment, including effort, solidarity and teamwork.

The entire project is underpinned by a strong corporate culture centred on positivity and the importance of employees. This philosophy has been brought to life through the “Palibex Sonríe” programme, which promotes training, work-life balance, flexible working hours and, ultimately, the physical and emotional well-being of the people who make up the company.

Palibex has been featured in prestigious publications such as The New York Times and the Financial Times; it has been included in Forbes’ list of the best companies to work for in Spain and, most recently, it received the CEL Award for Logistics Excellence in the Communication and Marketing category.