Jennifer Jordan-Saifi, CEO of the Sustainable Markets Initiative, is calling on shipowners to continue investing in emissions reduction despite political uncertainty, arguing that individual operators and regional markets can make progress where global agreement remains difficult.
Speaking ahead of Nor-Shipping 2027, Jordan-Saifi said shipping has a range of technology and fuel options available, with fleet efficiency, flexible vessels and green shipping corridors among the routes shipowners can pursue.
Jordan-Saifi leads the Sustainable Markets Initiative (SMI), launched by King Charles in 2020 with a 10-year mandate to support private-sector action on sustainability. In an interview featured by Nor-Shipping, she said shipping companies still have a role to play even as geopolitical issues take attention away from longer-term environmental goals.
“But I’ve had conversations with some shipowners recently and they’re almost like ‘thank you for putting sustainability back on the agenda,’ because that needs to be front of mind. There is real desire and commitment there with many private shipping businesses, and that’s fantastic to see. What we need now is momentum.”
For shipowners making fleet investment decisions, Jordan-Saifi argues that flexibility has a practical role while the future fuel mix remains unsettled. She points to dual-fuel vessels and ships capable of using different energy sources as options when there is uncertainty over which technologies will dominate.
She also sees scope for regional action where a global framework proves difficult.
“If China and Europe are ready, if we can build and strengthen green shipping corridors, then allow leaders to lead and the rest to follow. The pioneers can pave the way, share their learnings and, when they’re ready – when they see it actually working – others can step up and join in.”
Jordan-Saifi also argues that some fleet efficiency work receives little attention despite producing both emissions reductions and commercial gains.
“I’ve spoken to many owners that have created huge efficiencies across their fleets,” she said. “So, they’re reducing emissions, saving on fuel and realising both environmental and commercial gains.”
She sees industry events as a means of sharing those experiences between shipowners, technology providers and other parts of the maritime sector.
“Shipping has a real opportunity to be at the forefront of change,” Jordan-Saifi said. “What we want to see is more and more companies leaning into that, demonstrating that ‘being the change’ is what really matters.”
Her conclusion is direct: “Change is happening, progress is being made, we just have to do more… quickly. Now is our time!”
