Headquartered in the Nordics, Greencarrier is characterised by its strong, purpose-driven leadership. Although the company has regarded being green as a core value ever since its founding, under the helm of CEO Johan Jemdahl, this focus has grown and become an even larger part of the firm’s CSR mentality. Part of Jemdahl’s approach involves making everyone at Greencarrier responsible for practicing sustainability and taking ownership of their own green credentials. It has also involved switching from a product-centric company strategy to a customer-centric one, wherein guiding, assisting and challenging customers to make smarter logistics decisions is a key mission.