Blockchain: Blockchain technology is transforming supply chain transparency and security by providing
an immutable and distributed ledger. DHL highlights its use for Digital Product Passports, enabling
tracking of products from production to end-of-life, increasing credibility, acceptance, and sustainability
by identifying all parties involved and monitoring physical location via IoT. It also uses blockchain for
Crypto Stamps and to enhance traceability and transparency, acting as a single source of truth to prevent
fraud, counterfeiting, and ensure compliance with international trade laws. Amazon, through AWS,
offers Amazon Managed Blockchain for building Web3 applications, providing real-time blockchain
data, fully managed infrastructure, and instant scalability. This supports use cases like creating token-
gated experiences and building digital asset wallets, with support for various public and private
blockchains. Maersk partnered with IBM to create Trade Lens, a blockchain-based platform that uses
smart contracts and digital signatures to track and trace goods, improving transparency, reducing delays
and errors, simplifying customs clearance, and enhancing food safety.
c) Employee Voice and Well-being: Diversity, Digital Upskilling, and Mental Health
The well-being and development of the workforce are increasingly recognized as critical components of logistics
efficiency and long-term business success. Global leaders are investing in comprehensive strategies that
encompass diversity, digital upskilling, and mental health support.
Workforce Diversity: DHL actively promotes diversity and inclusion, fostering an inclusive work
environment where discrimination is rejected, and mutual esteem and respect are foundational values.
Maersk is committed to creating a diverse, equal, and inclusive workplace, with global priorities focused
on building and valuing diverse talent, fostering equity and inclusion, and creating societal impact. Their
commitments include leadership advocacy, fair hiring principles, unconscious bias training, extended
parental leave, and promoting psychological safety. In contrast, Amazon recently scaled back its
Diversity, Equity, and Inclusion (DEI) initiatives in December 2024, shifting towards a "performance-
driven diversity" model, which has raised concerns about workplace inclusivity.
Digital Upskilling: All three global giants recognize the importance of upskilling their workforce to
adapt to technological advancements. DHL employs a "70-20-10" learning model, emphasizing
experiential and collaborative learning alongside formal training, including e-learnings and leadership
development sessions. They also run the "Go Teach" program to improve employability for young
people, providing digital literacy and professional skills. Amazon has invested over $1.2 billion in free
skills training for its U.S. employees since 2019, with programs like Career Choice (pre-paid college
tuition), Machine Learning University, Robotics Management Apprenticeship, AWS Training and
Certification, and UX Research and Design Apprenticeships. These initiatives aim to transition
employees into high-paying, in-demand roles and adapt to automation. Maersk Training offers extensive
e-learning solutions, including immersive technologies like Virtual Reality (VR) and Extended Reality
(XR), scenario-based learning, gamified learning, and simulated equipment training to enhance skills and
prepare professionals for real-world challenges.
Mental Health: Employee mental health and well-being are increasingly integrated into HR strategies.
DHL prioritizes a healthy, safe, and balanced work environment, with a global network of Health &
Wellbeing Committees and Champions. They share over 2,000 initiatives annually for best practices and
conduct mental health awareness workshops. Amazon provides a comprehensive mental health benefit
for its U.S. employees and their families, offering free counseling sessions via its Global Employee
Assistance Program, 24/7 support, single session consultations, and digital applications like Dario Mind
for stress management. They also provide mental health awareness training for managers. Maersk
promotes a global focus on mental health and encourages locally relevant well-being initiatives. Maersk
Training offers specialized courses for leaders in high-pressure environments to spot early warning signs,
support colleagues, and build resilient team cultures, emphasizing that mental health affects performance,
retention, and safety.