r those following the sustainability agenda, its no secret that the flavor-du-jour for the past couple of

years has been cross-sector, cross-market, cross-everything collaborations. Yet how does a
company looking to create real change bring the right players together across the value chain to
identify and implement the solutions that will work at scale?
In our latest Sustainability Progress Update, we highlight our success building new relationships with
both customers and suppliers where a renewed focus on sustainability is delivering mutual benefits.
Yet there is still a lot to be done; new opportunities to cut cost and reduce risk, but also new
opportunities to create mutual growth.
As a founding member of the Sustainable Shipping Initiative (SSI), we are working with leaders in the
maritime sector including owners, insurers, banks, class societies and, not least, customers to plan
how we can together contribute to and thrive in a sustainable future. Progress is not always swift
when companies with different perspectives and modus operandi come together, but there is true
value in diversity and this is why the Sustainable Shipping Initiative is such an interesting forum for
collaboration.
In September 2013, the initial four work streams will deliver the first stage of tangible outcomes,
including a new cradle-to-cradle system to track and trace materials used to build a ship, and a
financial model that will reward owners, charterers and finance providers when retrofitting fuel
saving technologies. This is only a first step of course.
For scalable, transformational change we need the rest of the industry to follow suit and Im
personally very excited to see if others will take the gauntlet.
Learn more about the work of the SSI at: http://ssi2040.org/
By Signe Bruun Jensen, Global Advisor, Maersk Line Environment & CSR
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