The logistics industry is undergoing a profound transformation, driven by changing customer expectations, labour shortages and rapid technological advancements. In a series of interviews conducted at Logiconomi 2025, we talk with executive leaders from Toyota Material Handling Europe, PUMA and Randstad Enterprise, exploring the most important trends and the way companies are adapting to stay ahead. Find out what trends are influencing how businesses organise their operations.
Labour shortages: a persistent challenge
Labour shortages remain a pressing issue across the logistics sector. Joost Heins, Global Head of Intelligence at Randstad Enterprise, explains: “Only 5% of companies do not experience any shortages right now. It’s hard to find people and that puts a bigger strain on the workforce you do have.” The consequences are far-reaching, from increased employee workload, leading to increased pressure on existing staff and higher rates of absence, to delayed shipments and even dissatisfied customers.
To address this, Joost outlines two main strategies: “You either reduce the gap through reskilling, tapping into new talent pools or improving employee retention—or you compete in the gap by becoming the most attractive employer.” Joost emphasises the importance of flexibility, a sense of belonging and strong recruitment campaigns. “People want to work somewhere where they feel at home,” he adds.
Per Fyrenius, SVP Corporate Development at Toyota Material Handling Europe, echoes this concern, noting that labour shortages impact productivity, service levels and workplace safety. “We can help with automated solutions and assistive technologies that make it easier for less experienced operators to handle our equipment,” he says.
Sustainability and energy efficiency
Environmental stewardship and social responsibility are no longer optional, it’s a strategic imperative. Per Fyrenius highlights the growing demand for balancing economic success with responsible business practices: “Pressure flows down the chain, beginning with consumers. Our customers are working to balance energy costs and ensure energy security, all while facing growing demands from their own customers to adopt more sustainable practices.”
Electrification and battery innovation are key enablers. “We’re seeing a shift from lead-acid to lithium-ion batteries and material handling equipment is becoming more energy efficient,” Per continues. He also points to the future of connected webworks: “The charging of forklifts aside, picture a busy distribution centre with dozens of electric lorries arriving, unloading and awaiting recharge. If every vehicle plugs in at once, the site’s power infrastructure could become overwhelmed, leading to grid strain, costly peak demand charges or even outages. That’s where smart site orchestration becomes key.”
Automation and digital transformation
Automation emerges as a vital tool to manage volatility and scaling operations. Thomas Liske, VP Logistics at PUMA, shares the following: “Today’s customers have grown accustomed to instant gratification. They want fast, reliable deliveries regardless of whether it’s peak holiday season, a new product launch or just an ordinary weekday. That volatility makes our logistics operations complex and we need automation to scale up and down with flexibility.”
However, Thomas stresses that ultimately automation is a people business. “In the end, you need that one dedicated individual or a well-oiled team who can really make it happen. While technology plays a key role, it's the people that drive real success.”
According to Per Fyrenius, digital technologies—including AI and cybersecurity—are reshaping logistics as they have infiltrated every facet of modern life. “New technologies emerge and evolve quickly. The digital transformation is a major driver of trends, pushing innovation forward and offering opportunities across the board.”
Enabling sustainable performance
Logiconomi is a communication platform, created by Toyota Material Handling Europe, to identify and understand challenges, trends and emerging technologies in the logistics industry. The aim is to support all players active in the logistics industry with insights and inspiration for improved logistics operations.
Discover more trends as we uncover more interviews in this blog series or in our latest trend report.
