# Redirecting finance to clean up maritime shipping How climate strategist Joojin Kim is targeting the shipping industry's carbon footprint. - **Source:** [TED Talks Daily](https://brifing.si/source/5463abef-1da8-431d-90d1-6098532a0790) - **Published:** 2026-09-21 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/5053e9ff-6690-412d-8d89-e9369d8b0a73 ## Coal finance success Joojin Kim previously led a successful campaign to stop South Korean banks from funding coal projects. This demonstrates his proven track record in redirecting financial flows away from polluting industries. His approach combines strategic advocacy with tangible economic arguments to shift institutional behavior. The coal finance victory established credibility for targeting larger industries. ## Shipping's climate impact Maritime shipping accounts for nearly 3% of global CO2 emissions, comparable to major national economies. The industry's carbon intensity stems from heavy fuel oil use and lack of emissions regulations. Shipping's global supply chain role makes it both essential and resistant to change. This hidden environmental cost occurs far from public view. ## Systemic leverage points Kim identifies financial institutions as critical pressure points for shipping decarbonization. Banks and insurers enable shipbuilding and operations through loans and coverage. By targeting these financiers, Kim aims to create upstream change rather than downstream regulation. This mirrors his coal campaign's financial intervention strategy. ## Economic transformation potential Redirecting shipping finance could accelerate adoption of cleaner technologies like hydrogen fuels. Early movers in green shipping face higher costs without financial incentives. Kim's approach creates market conditions where sustainable options become economically viable. This could transform shipping from polluter to clean economy driver. ## The Audacious Project Kim's shipping initiative is part of TED's Audacious Project, which funds bold solutions to global challenges. The platform provides visibility and resources for scaling his financial redirection model. This institutional backing increases the campaign's potential impact beyond South Korea. It represents a strategic partnership for systemic change. ## Implementation challenges Shipping's global nature creates jurisdictional complexities for financial regulation. The industry's capital-intensive assets have decades-long lifespans, locking in emissions. Competing international regulations create uneven playing fields. Kim must navigate these structural barriers while maintaining financial viability for transition. ## Broader applicability The financial redirection model could extend to other hard-to-decarbonize sectors like aviation. Success in shipping would demonstrate finance's role in industrial transformation. This approach complements rather than replaces policy and technological solutions. It offers a replicable blueprint for systemic climate action. ## Strategic importance Shipping decarbonization is critical for meeting Paris Agreement targets. Kim's financial approach addresses the industry's investment cycle timing. The campaign could prevent carbon lock-in from new ship construction. This represents a rare near-term opportunity for major emissions reductions in heavy transport. ## Sources covering this story - http://go.ted.com/joojinkim — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._