Baxter Freight’s Sustainable Freight Network goes global in Singapore to talk all things Sustainability within the logistics industry.
Through the week of May 12th, I have been in the company of the ReverseMi Network at the 2025 Conference in Singapore.
ReverseMi offers a forum for like-minded logistics providers to gather, communicate and learn how to meet the ever-increasing pressures to become more sustainable. This year saw representatives from over 20 different countries, spanning over 5 continents.
This year was particularly special as I represented the Sustainable Freight Network (SFN) for the first time on stage as a guest speaker for the event. It has been a fantastic few days building, teaching and developing the SFN in real time. I feel as though moving forward with sustainability in logistics is becoming a long-term, tangible goal for our industry.
The following shows some key insights that I gained from this event:
The Global Scale: Leaders and Learners
Coming into this year’s conference, I had expectations about the type of conversations I would be having. I was under the assumption that the conversations would be typical in Baxter Freight’s day-to-day in developing the SFN…
“How do we tie our carbon certificate rates to our freight rates? How can we communicate with the market that our GLEC-verified Scope 3 reports are of greater value than spend-based analysis methods?”
However, topics of this nature were hard to find amongst my conference peers.
Sustainability is an ever-expanding topic, from water purity to recycling to carbon footprinting. Further, each aspect is regarded as having a differing level of importance depending on where we are in the world.
So why is this, when we are all there for the same purpose? My insight is for good reason.
Sustainability is an ever-fluctuating topic, one of which is driven by compliance, commercial opportunities and individuals in the marketplace. A logistics provider’s capacity to provide sustainable logistics depends directly on its own domestic levels of all three of these factors. Which makes sense, right? If there is no demand, why would sustainable logistics be provided?
This makes sense, looking at the SFN’s history in its pursuit of expertise over the last two years. The Smart Freight Centre, Shipzero and 123Carbon are all northern European-based companies, moreover, this is the region where they are at their peak. What this means is that we have put ourselves in an incredibly exciting position. The SFN has goals to make Baxter Freight known for its sustainable logistics, nationally. The takeaway from last week is that we have an opportunity to truly lead the way in sustainable logistics around the globe.
I’ve broken down how Book and Claim frameworks can help change the landscape of Electric Vehicles (EVs) in Guatemala and explained how Scope 3 reporting can help a member’s Venezuelan customer sell more chocolate to the EU. There’s been so much great conversation and learning, all of which has left me motivated to develop the SFN further to help companies like this to drive down CO2 emissions across the globe.
The Language Barrier; Jargonna confuse me even more!
Jargon is everywhere, and whilst people in the know see it as everyday language, to others it can create a world of confusion and make a molehill feel like a mountain. We see it all the time, freight, supply chains, and logistics are all full of acronyms and jargon, which vary from different types of transport to different countries. Sustainability is no different, especially in an industry that is just beginning to take on the challenge.
Sustainable logistics is a brand-new game that we are all learning to play. The rules, the players and most importantly, the jargon are mainly coming from the minds and policy makers of Europe. Sustainability in logistics is a first-time problem for the industry, hence, there has been great innovation and introduction of new concepts in creating a viable solution.
So, we have completely new rules and completely new tools to tackle a completely new problem. The issue with this is that it takes some serious investment to understand all the development. My personal challenge was to carefully consider my audience when talking about the work of the SFN. Too much detail and jargon would be overwhelming during a simple introduction. However, if we don’t take some time to understand key concepts, like GLEC and Carbon Insetting, then how can we realise the true power of these solutions?
The answer was to meet the audience wherever they were in their understanding of these new concepts and terms. I tried to avoid using any jargon that the audience had not used themselves, instead, I talked more about the direct value the concepts would have for their own customers. This way, the great developments of the SFN could be discussed, leaving many of the audience wanting to follow up for a more detailed conversation in the coming weeks.
Sustainability Services VS Sustainability Strategies
This point may be slightly contentious, but I believe it’s an important one to raise if, globally, the logistics industry is going to make a real change.
What I’ve seen from this year’s conference is some very encouraging signs that logistics providers want to make a difference. Wanting to take steps towards a sustainable business and sustainability goals. They recognise the pressures both the environment and their own customers face, and the value they can add in alleviating some of that pressure.
Unfortunately, logistics providers are somewhat in the dark about what the best first steps are in tackling sustainable logistics without upheaving their entire logistics operations. What seems to be the current trend is for companies to invest heavily in upgrading their sustainability strategies and, in turn, attract more customers. This can include scheduling to achieve ISO14001 or the B Corp accreditation, or even creating their own environmentally friendly projects that have positive impacts across wider SDG goals. Even though these are all brilliant activities, logistics providers are still hesitant to engage.
Why? Because, like any other project, businesses are weighing up the large investment required and the risks associated with making a return on that investment. Corporate sustainability is expensive; right now, it is something only large, cash-rich companies are engaging in because they have the financial reserves. If corporate sustainability is to trickle down and remain amongst SMES, then there needs to be much greater confidence in the financial benefits of adopting such strategies.
This is where I suggest logistics providers look at the potential value they can add as a Sustainability Service, which plays into their customers’ own Sustainability Strategies. The industry can have a much more transactional relationship with the wider economy by Reporting, Reducing and Removing Scope 3 emissions, instead of investing in longer payback projects.
So, whether this is looking at Sustainable transport, investing in renewable energy, or reducing waste, each business strategy looks different. By no means am I saying logistic providers should stop bettering themselves internally. Baxter Freight is running both of these strategies simultaneously.
However, for companies that are not ready for larger investments, it may be advantageous to think about sustainable logistics as a value add to the end customers’ own sustainability strategies. This way, logistics providers of all sizes and origins can make a real difference, while also maintaining growth.
Final Thoughts
I’ve thoroughly enjoyed my experience in Singapore. My own personal development in public speaking has grown alongside the tailored messaging of the Sustainable Freight Network. I look forward to more opportunities to do the same later this year.
Finally, understanding global attitudes towards sustainability and the varying demand for sustainable logistics has been so valuable. The great news is that there is an upward trend in demand for sustainable development, and people want to make the change. It is true, logistics providers have differing levels of confidence around how to deliver that change. However, I am leaving this conference confident that the Sustainable Freight Network is going to set the example of how real change can be made in tandem with real growth.
Thinking of how you can incorporate sustainability into your supply chains?
Now is the time to start. We are committed to understanding the complexity of the sustainable challenge ahead and working with thousands of suppliers and customers to navigate their way through reducing carbon emissions and upholding sustainability strategies.
Reach out to our team of experts to start your sustainability conversation today.
For more information on our services, please visit our Sustainable Freight Network or contact us now.
