Industry challenges and opportunities: Freight slumps, labor shortages, productivity
The trucking industry is currently navigating one of its most turbulent periods in decades. From economic headwinds and regulatory snarls to labor shortages and digital threats, carriers must be strategic, resilient, and adaptable. Those investing wisely in technology, workforce stability, security and sustainable practices stand a better chance of emerging stronger.
Some of the most serious issues are reflected in topics on the agenda covered at the upcoming Women In Trucking Association’s (WIT) 2025 Accelerate! Conference and Expo, scheduled for Nov. 9-12 in Dallas.
Attendees will gain insights into the following challenges, in addition to many others.
Challenge 1: Freight Recession, Trade Instability and Market Volatility
There is a prolonged downturn in demand and freight volumes continue to decline. However, there’s currently volatility that is making this market difficult to predict — and to plan for.
“It’s possible that the stronger freight market seen in the first few months of this year has continued and is resulting in some tightening of the market,” said Avery Vise, vice president of Trucking for FTR Transportation Intelligence, who spoke at WIT’s Accelerate! Conference last fall.
“To be clear, this is not something that has been reflected in the spot volume or rate data for dry van and refrigerated this year, so this would be an unexpected development,” he continued. “On the other hand, May was a strong month for general freight truckload payroll employment, so it’s conceivable that demand for route guide freight finally is outpacing the supply of drivers, leading to a tipping point that is showing up in the spot market. Again, this is possible but would be a new development.”
It should be noted that Eric Starks, FTR’s chairman of the board, is scheduled to speak at the 2025 Accelerate! Conference.
Challenge 2: Labor Shortage and Workforce Engagement
Like many industries, trucking is grappling with a deepening labor shortage, with tens of thousands of driver seats remaining unfilled and high turnover rates straining operations. Long hours, demanding schedules and intense competition for talent make recruiting and retaining skilled drivers increasingly difficult.
Beyond filling positions, carriers are recognizing the importance of workforce engagement — investing in better communication, flexible schedules, competitive pay and career development opportunities — to build loyalty, reduce attrition and keep the wheels of commerce turning.
Interestingly, many companies in the industry are addressing these challenges head-on by recruiting talent from populations not historically working in the trucking industry, including women. More and more, through the efforts of these companies and organizations like WIT, women are being attracted to trucking.
In fact, according to the 2024-25 WIT Index, which is the industry barometer the benchmarks and measures the percentage of women in key roles in the trucking industry, women now make up 28% of C-suite executives, 34.5% of company leaders, 38.5% in truck dispatch roles and 38.5% in safety roles.
Increased efforts to bring women into trucking
Trucking companies are getting innovative in their efforts to recruit more women, recognizing the value of a diverse and inclusive workforce.
Many are partnering with organizations like WIT, hosting career fairs, and participating in school outreach programs that highlight opportunities beyond traditional driving roles.
Cutting-edge social media campaigns are showcasing real stories of female drivers, technicians and leaders to break stereotypes and inspire interest.
Some for-hire and private fleets also are redesigning equipment for better ergonomics, offering mentorship programs and creating flexible scheduling options — all aimed at making the industry more welcoming and accessible for women.
Such initiatives will be covered extensively at the 2025 Accelerate! Conference in November by recruiting experts from such organizations as Stay Metrics (Tenstreet), F|Staff, FreeWorld, People First Consulting, R.E. Garrison and Holcim Group.
Many companies have intentionally incorporated programs and services that make their corporate culture more attractive to women. Such enhancements involve the ability for their employees to achieve family/life and work balance, competitive compensation and benefits, and continued training and professional development.
Some companies, such as International, XPO, Schneider National, Daimler Truck North America and WM, have been recognized as “Top Companies for Women to Work” by WIT and will be sharing their best practices in shaping their corporate cultures to power performance, purpose and results during this year’s Accelerate! Conference.
Challenge 3: Skyrocketing Cargo and Identity Theft
Cargo theft incidents in North America soared in 2024 (a 26% increase over 2023) with actual losses potentially exceeding $1 billion, according to Verisk CargoNet. This increase is driven by evolving tactics that are highly organized, sophisticated, creative and strategic.
In addition, digital and identity-based fraud are shifting from opportunistic break-ins of facilities and trailers to strategic fraud. Criminals are impersonating motor carriers and providers, altering shipping details and documents, and using stolen credentials to reroute cargo — all via digital platforms like load boards and registration systems.
Subject matter experts on theft and fraud in trucking from such companies as CargoNet, Travelers Inland Marin, DHL Supply Chain, Jarrett and Highway will speak at the 2025 Accelerate! Conference in November.
Other topics important to the trucking industry will be covered at the conference, including compliance and regulatory issues, top legal issues for motor carriers and providers, emerging trends in trucking technology, and career paths and satisfaction for professional truck drivers.
The event is expected to attract 1,800 attendees and will offer more than 70 educational and networking sessions, 180-plus speakers and subject matter experts, more than 150 exhibitors and sponsors, and an expansive Truck and Technology Tour. For more information and to register for the Women In Trucking Association’s Accelerate! Conference & Expo in November, visit WomenInTrucking.org.
Brian Everett is the group publisher and editorial director of Redefining the Road, the official magazine of the Women In Trucking Association (WIT). He is heavily involved in strategic counsel for WIT and managing the association’s annual Accelerate! Conference & Expo.
Everett has a reputation as the “go-to guy” for marketing in the transportation and logistics industry. That’s because he has more than 30 years marketing, communications, and sales experience in transportation, warehousing, and logistics, with a special expertise in business strategy, B-to-B marketing, and association management. He also is senior partner of MindShare Strategies. Everett regularly provides marketing counsel to the firm’s key accounts. He is particularly well-connected to shippers as the former Executive Director of the National Shippers Strategic Transportation Council (NASSTRAC) and is the group publisher and editorial director for Food Chain Digest and Food For Thought, the official magazine and member e-newsletter, respectively, of Food Shippers of America.
Everett also was Director of Marketing for C.H. Robinson for 10 years, and helped transform this low-profile company to one of the world’s most widely known brands in the third-party logistics market when it went public in 1998. He also was CEO of the Transportation Marketing & Sales Association (TMSA) for approximately 20 years, and has provided counsel in business strategy, marketing and sales for leading companies in MindShare Strategies’ client portfolio, including Saddle Creek Logistics Services, the American Logistics Aid Network (ALAN), LeSaint Logistics/TAGG Logistics, RWI Logistics/RWI Transportation (part of the Castellini Group of Companies), Satellite Logistics Group, UPS, Line Drive Trucking, and H&M International Transportation, to name a few.
Everett has served on the board of directors for the International Association of Business Communications at the international, regional, and local chapter levels; on the Council of Supply Chain Management Professionals (CSCMP) Twin Cities Roundtable; and was the Chairman of the Transportation Track for a recent Warehousing Education Research Council (WERC) annual conference. In fact, in recognition of his career experiences and passion for industry involvement, Everett was named the youngest recipient of TMSA’s “Lifetime Achievement Award.”
