Can Trucking Find Its Way Back to Putting People First?

One of the most important conversations I had this year wasn't about a new truck, an engine, or the latest technology. It was about the people who keep this industry moving.

At the 2026 ATA Management Conference & Exhibition, I had the opportunity to speak with Mark Colson, the incoming president and CEO of the American Trucking Associations (ATA).

I asked him a question that I believe many truck drivers would like answered: Does ATA really represent the hardworking men and women behind the wheel, or does it primarily represent the large trucking companies?

I appreciated that Mark didn't shy away from the question.

Thanks to research from the American Transportation Research Institute (ATRI), we can clearly see that drivers and trucking company owners don't always share the same priorities. The disconnect is real, and perhaps the most encouraging part is that we're finally talking about it openly.

For too long, it has sometimes felt like drivers and carriers were standing on opposite sides of the same industry, even though neither can succeed without the other.

What stood out to me most was Mark's emphasis on people. He talked about listening, understanding the concerns of those working in trucking, and recognizing that companies are ultimately made up of individuals.

We also discussed safety and the bad actors who damage the reputation of an industry filled with hardworking professionals doing things the right way.

I've always believed trucking deserves a better reputation. And perhaps the way to restore it isn't through another public relations campaign, but through better cooperation, stronger safety standards, and making sure the people doing the work feel heard and respected.

Of course, words alone won't solve these problems. Mark is stepping into a demanding leadership role, and the real test will be what happens next.

But I walked away from this conversation encouraged.

Having one of the industry's most influential incoming leaders openly discuss the importance of drivers, technicians, dispatchers, and everyone else who keeps freight moving gives me hope that we're heading in the right direction.

If we can bring drivers and carriers closer together, we might not only build a safer industry, but also restore some of the pride and respect trucking deserves.

I invite you to watch my full conversation with Mark Colson. We also discuss autonomous trucks, industry safety, and his priorities as he prepares to lead ATA.

I'd especially like to hear from drivers: Do you feel your voice is being heard by the organizations representing the trucking industry?

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