Truck Driving, Reimagined: Addressing Canada’s Driver Shortage Crisis
Written by Thierry Quagliata, Show Manager, Truck World
Across the intricate web of Canada’s transportation sector, the trucking industry stands as a pivotal artery, employing over 450,000 Canadians throughout the sector and being the single biggest employer of males in Canada. Despite these large numbers, Canada is experiencing a major shortage of qualified truck drivers who are capable of transporting the goods that sustain our nation’s economy – a deficit that’s expected to increase by another 17% over the remainder of the decade.
The trucking industry is at a crossroads, grappling with an issue that threatens our ability to ship and access the goods that we want and need. In an era of convenience, this creates a staggering issue – with 24- to 48-hour delivery demanded by some consumers, reliable truck drivers and shipping services are essential for businesses eager to own their share of the market. According to recent studies, without support for employers to attract and retain more workers, driver job vacancies will exceed 40,400 by 2030, and one in four companies will likely have to delay plans to expand their business because it can’t hire enough drivers.
The driver shortage is compounded by issues such as succession planning – with the average age of drivers increasing by two years more than any occupation, with few young Canadians interested in taking over family fleet management or other roles – plus a persistent negative public image associated with the profession, including long hours, poor work-life balance, time away from family, classist misconceptions and a general consideration of the profession being part of a “dirty” industry. One of the greatest issues, however, is the persistent gender disparity within the industry – despite strides towards inclusivity, women continue to face systemic barriers and entrenched misogyny, leading to women occupying a mere 15% of the trucking workforce.
Despite facing a myriad of challenges, Canada’s truck driver shortage can be solved. Incentivizing prospective drivers is key, and several fleet operators are already investing more in talent by increasing driver salaries to try and improve recruitment and retention rates. Government grants and incentives serve as catalysts for industry growth, providing much-needed support for training programs and recruitment initiatives, but what else can we do?
To put it simply, Canada’s trucking industry needs a makeover, or a unique public relations campaign to help Canadians better understand how drastically the profession has changed since its inception. Driving is not the fume-filled, uncomfortable and lonely trip that most Canadians envision; the high-tech nature of modern trucks and the advent of electric vehicle and alternative-fuel models promises a cleaner, quieter, and more appealing work environment for drivers of all kinds. With equal pay for men and women and an average salary reaching $75,000 annually, truck driving offers a great opportunity for Canadians looking for a sustainable and stable way to support their families.
Driving is also not a one-size fits all experience. With a role for everyone, the Choose to Truck campaign helps match Canadians eager to start their career with the type of driving that works best for their preferences. For example, long-haul trucking may be a fit for younger adventure-seekers looking to see and experience Canada from coast to coast, whereas local trucking might be best for those with families who want to be home every night to tuck their kids in. Flatbed trucking could be a great option for more physical drivers who like to get a workout in while strapping loads, and construction trucking allows drivers to live out their childhood dreams of moving dirt and other materials from point A to B.
Addressing work-life balance concerns is pivotal in attracting and retaining drivers in an increasingly competitive landscape. Introducing relay models and offering a spectrum of roles ensures that there is a trucking job suited for every individual’s preference and lifestyle. Companies across Canada are endeavouring to provide better work-life balance by providing as many customizable options as possible, from hands-free, drop-and-hook freight, to dedicated, regular runs for those who like consistency and predictability. By highlighting competitive salaries, benefits packages, and career advancement opportunities, companies can differentiate themselves and attract the skilled workforce needed to drive the industry forward.
To help connect prospective drivers with their future careers, job fairs and industry events – like the bi-annual Truck World show, set to return April 16-18, 2026, at The International Centre in Mississauga – provide platforms for employers to showcase their offerings and connect with prospective drivers. Truck World is also the ideal place for Canadians to learn more about how the industry is adapting to changes in consumer demands – the GreenTECH Pavilion showcases new products and innovations that are driving the future of the transportation industry through reduced emissions and increased efficiency.
In confronting the looming crisis facing Canada’s trucking industry, collaboration is paramount. Governments, industry stakeholders, and advocacy groups must unite in a concerted effort to implement sustainable solutions that address the multifaceted challenges of the driver shortage. By embracing innovation, promoting inclusivity, and prioritizing the well-being of drivers, we can lay the groundwork for a thriving and resilient trucking sector that serves as the backbone of our nation’s economy.
About Truck World
Truck World, owned by Newcom Media is the premier biennial event showcasing the latest advancements and trends in the trucking industry. With a diverse array of exhibitors, insightful seminars, and unparalleled networking opportunities, Truck World has proudly held its position as the nexus of innovation and collaboration within the transportation sector since its inception in April 2000.