PrideUP to deliver A Greener Parade with Copenhagen Pride
The iconic Copenhagen Pride Parade will become the first Pride Parade in the world to change to use 100% electric vehicles. This is a huge step towards creating a more sustainable event while promoting human rights and LGBTI+ equality. And it could not have been done without the supportive partnerships of DFDS, Volvo Trucks,TIP and PrideUP, Copenhagen Pride’s in-house agency.
In recent years, Copenhagen Pride has taken several steps to become a more sustainable event, such as switching to reusable cups and biodegradable confetti. This is part of a long-term strategy for the organisation, which recognises the importance of coming together for a greener future. Several studies have shown that LGBTI+ people are impacted particularly severely by the climate crisis and reversing the damage is a shared responsibility.
“The climate crisis is absolutely an LGBTI+ crisis, and across the world our communities are often affected more severely than others. Displacement, homelessness, poverty, exclusion and poor mental health can all be directly linked to the climate crisis, and it is our responsibility to take a lead in this area,” says Lars Henriksen, political chairperson of Copenhagen Pride.
The collaboration with DFDS and Volvo Trucks on this project came to be through conversations with PrideUP about the importance of a sustainable agenda, something all parties agree wholeheartedly on.
DFDS is dedicated to reducing emissions from all parts of its business. The goal is to reach complete climate neutrality in 2050 with a partial goal to reduce emissions by 45% by 2030. An important step towards reaching this goal has been to invest in 125 electric trucks which today make up the largest e-truck fleet in the Nordics. By the end of June, around 60 fully electric trucks will be running on European roads. And it is from this fleet that DFDS will provide the electric trucks offered to parade participants through PrideUP.
“Being a long-term partner of Copenhagen Pride, a strong supporter of LGBTI+ rights and involved in pride-related activities in many countries, it was natural for us to team up with Copenhagen Pride and deliver the electric trucks that will make this year’s parade the first in the world to make the shift to 100% electric vehicles. We are proud to enable this important milestone which combines sustainability with our support for inclusion and equality,” says Niklas Andersson, Executive Vice President, DFDS Logistics.
DFDS is pulling the 30 trucks out of their current operation in Denmark and Sweden to accommodate the needs of as many participants as possible.
Fully electric fleet
The trucks in this year’s fully electric fleet are manufactured by Volvo Trucks, one of the main partners of Copenhagen Pride. After launching the first electric trucks in 2019, and already with a full range of electric trucks in series production, Volvo has taken the lead in the market for heavy electric trucks after the first quarter of 2023, both in Europe and in North America.
Volvo Group strives to create an inclusive culture where everyone can contribute to the company with their full potential and be accepted for who they are. One way to manifest this is Volvo Group’s engagement in Pride around the world and passion about diversity. Passion is one of Volvo Group’s core values and Volvo’s diverse and inclusive work environment ignites their passion. Volvo Group believes that a diverse and inclusive culture boosts their organisation and helps them perform in a better way.
It is therefore a natural next step to collaborate with Copenhagen Pride and DFDS to make this year’s Copenhagen Pride a Greener Parade by using electric Volvo trucks from the DFDS fleet.
A total of 30 trucks have been prepared for the Copenhagen Pride Parade, complete with trailer and safety fittings by TIP. These can drive the whole Pride Parade with sound systems, toilets, and DJs powered from the truck battery, all with zero emissions.
Responding to the climate crisis is a journey rather than a destination, and the shift to electric trucks in the Copenhagen Pride Parade is one step towards a greener and more sustainable event. “Making this change is one part of our long-term strategy, but it is an absolutely vital one,” explains Steve Taylor, Head of Secretariat at Copenhagen Pride. “For many people, the Pride Parade is synonymous with our organisation – and with good reason! It is loud, colourful, and a political statement for equality. With this new initiative, it is also a very visible demonstration of our commitment to do our part to secure a better and greener future for all. It is also the perfect embodiment of our theme of Come Together, where we want to emphasise how far we can go when we work together.”