MOVEMENT'32 – TOGETHER WE STRENGTHEN THE GOODS CYCLE FOR SWITZERLAND.
The new support association Swiss Supply presented its MOVEMENT'2 (M'20 for short) initiative at its 2023nd General Assembly on April 1, 32 at GS32 in Bern.
MOVEMENT'32 is a movement to empower SUPPLY for Switzerland with a time horizon of at least ten years. "Supply" (= supply) includes all tasks to ensure the goods cycle such as purchasing, logistics, storage, transport, international forwarding, packaging, recycling and disposal. Approximately 300 people work directly in these areas, twice as many are indirectly entrusted with supply tasks in their profession, so in total almost every fifth employee.
More information on the MOVEMENT'32 website
Why does Switzerland need MOVEMENT'32?
Supply companies and organizations in Switzerland are increasingly coming under pressure from a shortage of workers and skilled workers, neo-ecology and a lack of appeal as an entire economic sector. On the surface, the life plans of Generation Z seem to contradict the aspirations of traditional entrepreneurship, and there is also the accelerated change in society and business circles. New working models and hybrid working with home office are forcing owners and managers to act adaptively. In addition, there is the rapidly advancing degree of automation, transformation through digitization and the constant anchoring of neo-ecology. Green logistics is no longer a catchphrase, but represents a basic constant of supply - and the trend is rising.
Our analyses, current studies and expert interviews show a clear picture: The diverse challenges for supply in Switzerland can be prioritized on the following topics: declining commitment of the existing workforce with decreasing loyalty to the company, lack of overall perception of supply in Switzerland, lack of specialist and Workforce with associated demographic change, social change and family image, integration and activation of Generation Z and women, as well as the lack of a sense of togetherness.
On the other hand, there are numerous opportunities that need to be seized and communicated vigorously: the systemic relevance of Supply for the entire Swiss economy, the pronounced progressiveness in technological and operational terms, the characteristics of ecological resources, the far-reaching career development opportunities within Supply, the proximity of the job profiles to the respective customers, our professional pride and the wide range of company sizes in Supply - from one-man companies to corporations.
What do we want to achieve?
The broadly supported initiative focuses on the three pillars youth development, charisma and Knowledge sharing. With its three fields of action, MOVEMENT'32 aims to make a relevant contribution to maintaining the competitiveness of the Swiss economy - on the basis of a modern and broadly based strategy. Summarized in one sentence: Together we strengthen the goods cycle for Switzerland. The three fields of action with the associated lighthouse initiatives are supplemented by a portfolio of accompanying measures in the form of projects and activities. Here is an excerpt of the planned projects: Long-term national presence campaign, activation of Generation Z and their involvement, national digital supply platform, toolkit for employer branding, road shows, special issues and "White Book Supply" as well as increased joint presence at job fairs, in the Swiss Museum of Transport and at the planned state exhibition Svizra27. This means: MOVEMENT'32 derives its raison d'être from activities and long-term measures that individual companies or organizations cannot manage on their own. The importance of supply for the economy, society and prosperity in Switzerland is thus made clear with combined forces and made accessible to a broad public.
Our vision as an objective in short:
- The SUPPLY industry enjoys a high reputation as an essential system component.
- The progressive job profiles related to the goods cycle are popular and in demand.
- A strong sense of togetherness carries us into the future.
Who is Movement'32 aimed at today and in the future?
In a first fundraising phase, the new movement is focused and exclusively aimed at future sponsors and partners. Until a minimum volume is reached, measures or lighthouse projects are implemented step by step with an external impact. Central is the widest possible activation of companies and institutions that finance the project, get involved and contribute meaningfully. For this reason, it is possible to become part of MOVEMENT'32 both as an individual for an affordable annual fee and as an organization with a low-threshold partnership fee. The larger the number of participants at the earliest possible time, the more efficiently the movement spreads. This effect is just as important for success as the overall financing.
With the actual MOVEMENT'32 starting in 2024, the focus will be on six prioritized target groups that are to be addressed differently. Media and digital platforms form essential amplifiers for messages, but the focus is always on people and their needs. The planned beacons and projects are primarily aimed at: 1. Children aged 10+; 2nd Gen Z (16+); 3. women and families; 4. existing employees in SUPPLY with increasingly varied activities; 5. Lateral entrants and returnees, as well as 6. Old hands (65+).
First approaches and prototypes for visual communication
In addition to the flagships and measures, there are initial approaches for a communicative guiding principle "I LIKE TO MOVE IT". The projection of the respective concerns of SUPPLY workers from various fields of activity such as purchasing, logistics, transport and forwarding, packaging and circular economy enables immersion in the respective areas and the associated worlds of thought.
Combined with the six main stakeholder groups, this leitmotif offers a multitude of conceivable visualizations, playful interactions and media implementations. The coloring with a fresh, youthful palette and the use of motion blur in SUPPLY visuals complements the basis for effective activation with the respective audience.
Initiator, project organization and responsibilities
MOVEMENT'32 is currently managed by a Steering Committee, consisting of project staff from Swiss Supply (Daniel Moser, strategy workshop/ASTAG; Cedric Herzog, Basel Chamber of Commerce, logistics cluster; Andreas König, Swiss Supply) and the management consultancy atedo AG. Third-party partners for film production, agency services, fundraising and other external service providers are brought on board according to the course of the project, possibilities and needs.
The initiator and supporter of MOVEMENT'32 is the National promotion association Swiss Supply. It includes 10 relevant Swiss supply organizations and a further 19 cooperation partners. The organization was founded in 2021 with the purpose of informing the population about our systemically relevant and indispensable services, improving our reputation and inspiring our future offspring for the fascinating, meaningful and varied activities.
So far, more than three dozen people and institutions, consisting of consultants, supply companies, association committees and other affiliated organizations as well as experts and executives have contributed to the basic development of the new movement. The strategic conception of M'32 was supported by the financial support of eight Swiss Supply-Institutions made possible: ASFL SVBL, Logistikcluster Region Basel, ASTAG, GS1 Schweiz, procure.ch, Stiftung Logistik Schweiz, ILS Schweiz and SPEDLOGSWISS. The core team would like to thank everyone involved for their constructive and valuable help in setting up MOVEMENT'32.
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Update by Andreas König, Director Swiss Supply, September 2023:
At the end of August 2023, the board of directors of Swiss Supply decided not to start with direct discussions to acquire partners as originally planned. A “summit meeting” will now be organized in advance in order to inform the major potential partners together and comprehensively about our M'32 ideas and to win them over as participants. With appropriate lead time, this event is scheduled to take place in autumn 2024. Jörg Mathis, President, will be happy to provide you with information on the current status of Movement'32 Swiss Supply: joerg.mathis@gs1.ch.
