Securing the first license for the Nordic Swan’s eco-label for e-commerce logistics was Postnord’s way to win customers' and consumers' trust, create business opportunities from sustainability ambitions, and enhance the Postnord brand.

As the largest provider of logistic services in the Nordic countries, Swedish state-owned postal service PostNord is spearheading the transition to fossil-free transport. Postnord has what is considered one of the most ambitious climate-action programs in its industry.

Pivot partner Lennart Bjurström managed the project and working collaboratively with internal experts, Postnord secured the Nordic Swan’s Ecolabel for e-commerce logistics. This third-party label makes it easy for consumers to choose a more sustainable delivery option for goods purchased online.

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Spearheading fossil-free logistics

  • The ask

    When the eco-labelling scheme Nordic Swan had launched its criteria for sustainable e-commerce logistics in 2023, Postnord set the goal of becoming the first company to acquire the license.

    The Ecolabel requires that PostNord meets 20 criteria within all of its e-commerce deliveries across climate impact, improving energy efficiency and working conditions for employees and sub-contracted workers.

    The decision from top management set the bar high and a project team was assigned to deliver on it.

    Read more on the criteria:

  • The approach

    Efforts covered the entire transport network of PostNord Sweden from warehouse/terminals to deliveries to parcel agents, parcel boxes and home deliveries.

    The project was divided into two workstreams:

    - To meet requirements of the Ecolabel

    - To develop and inform internal and external communications.

    The working group focused on ensuring that PostNord met the criteria, and provide documentation for third-party verification.

    PostNord secured the Ecolabel license in September 2023. Work is ongoing, including efforts to increase the share of e-retailers that publish the Nordic Swan Ecolabel on their checkout platforms. PostNord is reducing its climate impact, in part by increasing the share of renewable fuels and investing in electric vehicles.

    The approach

  • The learnings

    The transportation sector accounts for approximately 25% of total CO2 emissions in the EU. Road freight (trucks and vans) alone contribute to over 30% of its transport-related emissions.

    Leading the transition to fossil-tree logistics is both risky and costly.

    Finding ways for external validation that is trusted by both customers and consumers is key to turning sustainability action into business opportunity.

    By securing this label, PostNord can offer customers a way to brand their delivery options too -- a win-win-win-win.

    1. A win for people and the planet.

    2. A win for consumers who can choose a sustainable delivery option.

    3. A win for e-retailers that can showcase their sustainability commitment.

    4. A win for PostNord that is rewarded for its investments in sustainability actions.