Paving the way for a sustainable future

In recent years, there has been a growing global emphasis on environmental sustainability and the urgent need to combat climate change. As individuals, communities and nations come together to address this pressing issue, a new concept is gaining traction, “Black is the New Green”. This notion encapsulates a revolutionary approach to sustainability, where innovation and technology converge with environmental consciousness, ultimately leading to a greener, more sustainable present and future.

The phrase “black is the new green” symbolises the transformation of traditionally black industries, such as logistical transportation and shipping, into sustainable and eco-friendly ventures. It is a paradigm shift that encourages businesses and policymakers to adopt sustainable practices, reducing their carbon footprints and contributing “positively” to the planet's well-being.

Jordan's strategic location at the crossroads of Asia, Europe and Africa makes it a vital hub for regional and international trade. This unique geographical position has enabled the country to engage in diverse economic activities, including the transportation and shipping of goods between continents. However, Jordan's commitment to sustainability extends beyond trade and commerce. With its abundant sunshine and vast wind potential, the nation has recognised the importance of embracing renewable energy sources — to secure a more sustainable future. By investing in solar power plants and wind farms, the country has diversified its energy sources and paved the way for a more sustainable future. “Black is the new green” in Jordan's context signifies the transition from traditional fossil fuels to renewable energy, reducing its carbon footprint and mitigating the effects of climate change.

One of the key areas where this transition is taking place is the logistical (i.e., transportation and shipping) industry. Historically, the logistical industry has heavily relied on fossil fuels, which have been the primary source of greenhouse gas emissions and climate change. To tackle these challenges, pioneering logistics companies in Jordan are adopting sustainable practices that align with global environmental goals, such as Aramex, DHL, Maersk, Agility Logistics, Naouri Logistics, as well as Orient Logistics, among others.

Conventional modes of logistical operation and practices, especially those reliant on fossil fuels, have been notorious for their significant contributions to pollution and greenhouse gas emissions. To counter this, these companies have embraced advancements in electric vehicles (EVs), environmentally-friendly packaging, green warehousing, eco-friendly shipping, route optimisation and smart logistics, which are shaping a more sustainable present and future. This transition exemplifies how “Black is the new green” in the shipping and logistical context, where eco-friendly alternatives, are being embraced for the “collective” benefit of the socio-economic and environmental dimensions of sustainable development (SD).

However, logistical companies could further their advancement by embracing and investing in cutting-edge, as well as cost-effective technologies. For instance, renewable energy sources to power their operations, which would significantly reduce the carbon footprint of logistics companies. By installing solar panels on warehouses and distribution centres, they can generate clean energy and contribute to the decarbonisation of their facilities. Furthermore, they could explore alternative fuel options beyond electric vehicles, which could prove instrumental in reducing emissions. The adoption of hydrogen fuel cell technology, biofuels and other — alternatives, which — presents — promising opportunities for the logistics industry to achieve even “greater” environmental sustainability. Thereby, the logistical industry might be supporting national efforts towards the fulfilment of ministry (i.e., Green Growth National Action Plan 2021-2025), national (i.e., Climate Change Policy (CCP) of 2013-2020) and international (i.e., Paris Agreement) commitments.  

Having said that, it is crucial to acknowledge that embracing “Black is the new green” requires collaboration from all stakeholders, including governments, businesses, communities and individuals. Governments could introduce and enforce policies that incentivise sustainable practices while penalising harmful ones. Businesses should prioritise sustainability in their supply chains, logistical operations and practices. Communities should advocate for greener initiatives and participate in eco-friendly behaviours. And as individuals, we can all make a difference by adopting sustainable habits and supporting environmentally responsible (i.e., avoid next-day delivery) choices.

From this perspective, “Black is the new green” embodies a profound shift towards sustainability and environmental consciousness. By reimagining traditionally black industries through innovation and embracing eco-friendly alternatives, we can create a greener and more sustainable world for present and future generations. Jordan, as a nation, has already taken significant steps towards this transformation, but the journey has just begun. Together, let us continue to embrace this transformational phase, as well as work towards a brighter, greener future.