Practical Strategies for Shippers and Carriers to Drive Sustainability in 2025

The transportation industry faces uncertainty in 2025 as the impacts of the new administration leave the energy and freight markets in flux. Despite this, growing consumer demand for more sustainable products continues to push shippers to prioritize emission reductions. Meeting these expectations requires a focus not only on short-term strategies but also on long-term sustainable transportation solutions to drive meaningful progress.

According to Breakthrough's 2025 State of Transportation Report, 87% of shippers have instituted sustainability goals, yet 89% of carriers face delays in adopting alternative fuels. While alternative energies represent just one of many sustainable transportation options for shippers to reduce emissions, it is one of the most impactful strategies for achieving significant emissions reduction. Such numbers highlight the need for collaboration and innovative strategies to bridge the gap between sustainability objectives and practical implementation.

Challenges in achieving sustainable transportation

High upfront costs, alternative energy supply, and regulatory uncertainties hinder adoption, requiring industry-wide collaboration and innovation. One of the biggest hurdles for carriers is the high cost of transitioning to sustainable transportation solutions, with 57% citing upfront expenses as a primary challenge. Upgrading to newer Class 8 truck models or alternative energy-powered vehicles represents a significant investment—an often challenging decision for carriers operating within tight margins. However, the transition to sustainable transportation involves more than just equipment. Energy availability remains a pressing concern, with 33% of shippers and carriers identifying energy supply as a critical barrier.

Adding to these financial and logistical hurdles are regulatory uncertainties. The current administration’s focus on scaling back federal emissions standards and halting state-led initiatives has created uncertainty for carriers and shippers. This shift has left many wondering which subsidies might be withdrawn. Without clear direction, long-term planning for sustainable transportation strategies becomes difficult. Despite this ambiguity, many OEMs and shippers remain committed to advancing sustainability, pushing forward with their efforts regardless of regulatory support.

Events like The Mercury Group are bringing shippers together to exchange strategies, insights, and innovative solutions. By working collectively, shippers are proving that meaningful change is achievable, even in the face of adversity.

Sustainable transportation solutions for shippers and carriers

Addressing sustainability challenges in transportation requires collaboration between shippers and carriers. The RFP process presents a key opportunity to gather critical sustainability data and foster meaningful discussions about the future of these partnerships. However, 86% of shippers fail to incorporate alternative energy requirements into their RFIs or RFPs, missing a significant chance to drive progress. Yet, sustainability efforts go beyond mere conversations or requesting metrics, and setting a precise transportation emissions baseline is just the beginning of building a more efficient, transparent, and sustainable freight ecosystem.

To address these challenges effectively, shippers must adopt practical strategies that integrate sustainability into their procurement and operation processes. Some of these sustainable transportation examples include:

1. Share responsibility for sustainable progress

Integrating sustainability into the decision-making process requires a collaborative effort between shippers and carriers. Shippers need to clearly articulate their intent to prioritize sustainable and cost-effective carriers, demonstrating a commitment to partnerships that align with long-term science based targets (SBTs). On the other hand, carriers must transparently communicate the upfront investments they are making to build more sustainable networks, including the challenges and opportunities associated with these efforts. By fostering open communication and shared accountability, both shippers and carriers can work toward mutually beneficial outcomes.

2. Optimize routes and load fill to minimize miles traveled

Optimizing transportation routes and load fill is a highly effective strategy for improving sustainability. By reducing miles traveled, shippers can lower fuel consumption, decrease greenhouse gas emissions, and advance progress toward SBTs. In fact, route optimization is the second most popular sustainability tactic after shippers who have tracked scope 1, 2, and 3 transportation emissions. With the help of large language models and generative AI, shippers can pinpoint more efficient routes and flag opportunities to consolidate loads to reduce emissions—all while enhancing overall operational efficiency.

3. Promote education on alternative fuels

The rise of alternative energy presents a compelling opportunity to reduce emissions and advance sustainable progress. Yet, only 31% of respondents prioritize educational initiatives to help their transportation teams better understand alternative energy options and their environmental impact. This highlights a significant area for growth. By partnering with a strategic transportation emissions expert, shippers can explore alternative energy in their network, connect with carriers, and adopt best practices to seamlessly integrate sustainable solutions into their operations.

The path to sustainability won’t happen overnight, but the long-term benefits far outweigh the initial challenges. Shippers and carriers that stay committed to adopting sustainability practices will not only align with governmental regulations, but also build stronger relationships with sustainability-focused consumers and stakeholders.

Drive sustainability and innovation in transportation

The transportation industry is at a pivotal moment. By proactively implementing practical sustainability strategies, shippers can reduce their carbon footprint while creating agility and resilience. Collaboration across the supply chain, coupled with a commitment to innovation, will drive meaningful progress.