Moving towards sustainable logistics – one step at a time

Despite it being an unforgiving task in the shipping and logistics industry, DFDS is on a mission to carry out an ambitious sustainability agenda in their B2B division.


Great green potential

Operating in an industry known for its heavy carbon emissions, DFDS is working tirelessly to reduce its carbon footprint and reach the goal of carbon neutrality by 2050. DFDS’ green ambitions are sky high, but through both small steps and large investments, the company is developing technologies to bring it closer to its goals. A major emphasis has been placed on creating new types of fuel, reengineering supply chains and building new sustainable vessels. Going forward, DFDS plans on scaling up these green investments even further.

While DFDS’ actions and intentions are in the right place, communicating them remains a challenge. Afterall, how do you overcome the perception of being a major contributor to today’s climate crisis when large corporations are consistently accused of green-washing? More importantly, how do you communicate your sustainability agenda when you have countless loose ends to your green solutions that need to be tied up?

Focusing on concrete actions

Collaborating with DFDS’ B2B marketing team, we gathered details about DFDS’ sustainability objectives, business models, strategies, and initiatives to clarify which direction the communication should lean. We discovered that DFDS had an enormous number of green initiatives already underway that needed to be shared. It was crucial for the communication to be honest and genuine, to avoid any misinterpretation that DFDS was green-washing.

To do this, DFDS turned to its own people, as they are the ones performing tasks everyday geared towards creating a greener DFDS. We created the concept “We are on our way – one step at a time”. The concept is honest in expressing that there is a long way to go and much to be done, but that, small attainable steps can be taken today. Combined with larger, longterm initiatives that are in the pipeline, DFDS is set to reach carbon neutrality by 2050. The communication never promises more than what DFDS can deliver, using only facts and concrete proof of actions to convey the message.


Do you want to hear more?
Casper Lind Petersen
+45 22 34 77 14 or clp@sunrise.dk

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