Like workers from any generation, Millennial and Gen Z truck drivers are motivated by pay. But recent research released by the American Transportation Research Institute found that there are other factors that are equally or even more important when it comes to joining or remaining with a motor carrier.

Eighty-four percent of younger drivers consider company culture important. The report goes on to describe initiatives, such as rewarding veteran drivers for informal mentorship, which can build the community-centered cultures that younger drivers seek.

On this week’s 10-44, ATRI Research Analyst Alex Leslie joins Jason and Matt to discuss ATRI’s findings in its research and offer tips to motor carriers on ways to attract the next generation of truck driver.