Image is defined in one dictionary as “a mental representation.” In other words, it’s the picture in your mind that appears when someone mentions a word. For example, when you hear the word “nut,” you could imagine anything from a piece of metal that accompanies a screw or something you eat, such as a cashew or walnut, or even a person who you think is a little bit goofy.

Ask the non-trucking public to describe a “trucker” and you may hear words such as “man”, “burley”, and “uneducated”. When you change the words to “professional driver” you might hear a few more positive descriptive words, but not always.

Most of us agree that the trucking industry has an image problem and it all relates to the perception of those who don’t understand the importance and value of our industry. This could be due to the mental representation they have in their minds of “truckers.”

How many movies or television shows have depicted drivers as less-than-desirable neighbors? From Thelma and Louise to Duel, the drivers aren’t always the nicest guys on the road.

For those of us employed in the trucking industry, we each represent a segment, or a mental representation, to our neighbors and friends. Whether you are a driver, dispatcher, sales representative, safety professional, or technician, the people you meet will tie your affiliation to the trucking industry in their “mental representation.”

You might be the only professional driver in your church or the only diesel mechanic in your neighborhood. The image you leave these people with is one they will associate with your profession. Whether that is fair or not isn’t the issue, our minds just find a way to stereotype in the future what has been known to us in the past.

So, how does your personal image contribute to the one the industry is currently dealing with? If you’re wearing sweat pants and a dirty t-shirt to the grocery store on Saturday after a long trip without a shower, the clerk might (unfortunately) create a negative mental representation about you.

What if you were clean, dressed nicely, and smiled a lot? Wouldn’t that create a different image in someone’s mind about who you are and what you do for a living? Is it fair for someone to associate one person with an entire industry? No, but does it happen? Yes.

Think about the story about the blind men and the elephant. Each man felt a different part of the animal and came to his own conclusions about what an elephant looked like. One felt the tusks and assumed that all elephants were smooth and pointed. Another one felt the elephant’s skin and assumed that all elephants were coarse, and another blind man felt the trunk and thought the beasts were round and flexible. The story illustrates the different perspectives of the blind men. Each one had their own mental image of the elephant and they were all correct, but they were all wrong as well.

Don’t let the image of an industry be lowered because of your actions and your appearance. Think about how you represent your fellow drivers, managers, owners, and other colleagues in trucking. Although you are one small piece of a large group, you might be the only person your neighbor meets from your carrier.

If you truly care about the image of our industry, then take responsibility for your small part of it. Think about the elephant and the blind men and how their mental image was created by only touching a part of the animal.

We lament the fact that the motoring public doesn’t seem to understand the importance of the trucking industry, the professionalism of the drivers, and the skills needed to transport goods in a safe, efficient manner. You can help change that.

Make sure the image you portray leaves a positive mental representation with everyone you meet. We can change their perception, one person at a time.

Comments (7)

Ellen Voie

Ellen Voie founded the Women In Trucking Association in March of 2007, and currently serves as the nonprofit organization's President/CEO. Women In Trucking was formed to promote the employment of women in the trucking industry, remove obstacles that might keep them from succeeding, and to celebrate the successes of its members.

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" Freight Relocation Technicians are people just like persons in any other professions. What makes it different in trucking is the fact that our office is Americas highways and byways. Our professionalism or lack there of is stated right up front when we open that cab door and enter the highway.
Showing up to our customers improperly dress poor attitude foul smelling gives a certain perception that we ain't worth hide we are in. Discourteous behavior on the road further galvanizes our faith as bad business.
My personal opinion is that we lost our way back when BJ and the Bear and Smokey and the Bandit 1st aired. While very entertaining it set forth this false imagine the persons in the driving profession. Alot of drivers today have this rebel attitude I can do whatever want thing jumping off. What happen to drivers being "The Knights of The Highway?

December 01, 2013 10:00:02 AM

I agree. Just look at the drivers fueling at the truck stops. Many are dressed in worn and torn clothing, dirty, unkempt, and just put forth a poor representation to the general public. I always wear a clean shirt, comb my hair, and shower at least every two days - every day if possible.

October 06, 2013 16:43:51 PM

Why do people have to look down on us? Without us, they would be doomed. Trucking accounts for about 70% of transportation of goods in the US.

September 29, 2013 23:55:29 PM

Very good article Ellen! Also a very important article. I remember a few years ago when I was driving full time, watching some drivers barely get out of their trucks due to their poor health and excess weight. I remember thinking that I didn't want to be that way and of course it's up to me to make sure I don't let myself get in that shape. It was an incorrect image of our industry, but it was my first impression. These guys were dedicated hard working individuals that were responsible, punctual and professional in every way except their appearance. Unfortunately appearance is the first thing we base our decisions on.

In my operation I don't have the same dress code as Henry does for example but that is because of our different type of operation. We are clean cut and always show up at every incident dressed in the appropriate attire for our industry. I make sure our fire cloths are in good condition as well and clean at the beginning of every incident. I always make sure the truck is clean and shining when we first arrive. I want to do what I can to project a professional, positive image for our industry and my company.

September 24, 2013 8:24:55 AM

Exactly correct. This is a issue I have been working onfor years and do everything possible to not fit the stereotype image. Its great to see this subject moving to the front burner.

September 23, 2013 7:30:16 AM

I always tell our truckin' runners to tell the other runners what we do for a living. meeting them as runner helps break the stereotype.

September 22, 2013 20:14:49 PM

Great blog Ellen. We are all wired to judge people on first impressions and it's not always a bad thing. It's an instinct that protects us from danger many times. We can use it to our advantage in our industry as we're always on the go and meeting new people each day....so we have many "first impressions" as we work and travel from place to place. Thanks for speaking out on this important subject!

September 22, 2013 10:19:45 AM