Steven Jones
CEO, Sustainable Shipping Initiative
Focus on the positives and value of change for the benefit of our oceans and biodiversity, rather than emphasise fear and sustainability costs.
Our oceans face unprecedented risks from human activities, and marine life is threatened like never before. To avoid disaster, we must not only think and act differently but also change how we communicate on issues, shifting the narrative towards solutions and hope.
We must find the language of change, of nurturing nature and of spirited sustainability. It is not always easy to swap ego for eco. For a more sustainable future, adopting a positive vocabulary and communicating healing methods can bring better results.
We must shift our tone to celebrate the opportunities and benefits of safeguarding our oceans.
Celebrate sustainability benefits
For businesses, sustainability discussions and environmental protection can often be shrouded in negativity — focusing on the sacrifices, opportunity loss and limitations. However, we need to realise the rhetoric of failure can hinder action.
Instead, we must shift our tone to celebrate the opportunities and benefits of safeguarding our oceans. We must recognise that embracing sustainability is not about choosing the planet over profit, but rather about gaining resilience and success.
Maritime industry becomes environmentally responsible
The maritime industry is seeing change from the top through regulations, while companies are embracing innovative solutions and collaboration. At the forefront is the Sustainable Shipping Initiative (SSI) Roadmap, providing a comprehensive framework for transitioning to an environmentally responsible industry.
By prioritising the needs of communities, oceans, people, transparency, finance and energy, the Roadmap offers a path where oceans thrive and the industry remains a vital contributor to global trade, peace and prosperity. Shipping is acting; companies are changing; there are new ideas, innovations, visions and engagement with communities. The SSI Roadmap is key to change and also monitoring it.
Promoting ocean conservation
Highlighting the positive impacts and opportunities of ocean conservation means we can mobilise stakeholders across and beyond the maritime industry. Through a shared commitment to sustainability and environmental stewardship, we can secure a vibrant and healthy future for our oceans, sustaining both the maritime industry and the planet. The concept of being nature-positive cannot be seen as a negative, and we must ensure it is not.
