The Consumer Behavior Lab

Awarded Campaigns: How DP World Changed Global Shipping by Questioning a Hidden Assumption

DP World spearheaded a campaign that challenged a nearly century‑old shipping temperature standard, moving the accepted refrigeration limit from –18°C to –15°C. By persuading rival operators to adopt the warmer setting, the initiative cut fuel consumption and greenhouse‑gas emissions while lowering refrigeration costs. The coordinated effort demonstrated the power of behavioral‑science tactics, specifically tackling status‑quo bias, to drive industry‑wide change. The campaign earned multiple marketing awards, highlighting its strategic impact on global logistics.