The good news for the logistics sector from the last few years of political turmoil is that the importance of the sector has risen in the public consciousness. What has not happened, at least not yet, is for that increased awareness to translate into it being seen as a dynamic, stimulating career path. The stereotype of the middle-aged over-weight male lorry driver representing the sector needs to be corrected so that the best brains (as well as muscle where needed) can be enticed to consider it as a serious long term career path. Who should take on that PR job and how are questions that need to be addressed.