Goodyear Sustainable Reality Survey: sustainability remains at the forefront of fleet operations


Goodyear has unveiled the results of its annual Sustainable Reality Survey.

The survey asked more than 1,400 fleet operators from 31 European countries, including 90 in the UK and Ireland, about their sustainability efforts, targets and strategies. Overall, the key findings are:

  • Fleets report a significant rise in clearly defined sustainability objectives and measures.
  • Knowledge of environmental legislation continues to rise.
  • Tyres continue to play a key role in lowering fleet carbon emissions.

In the UK, an overwhelming majority of responses highlighted the importance of sustainability for their businesses, with almost all (98%) fleets recognising sustainability as important. Larger fleets of over 500 vehicles valued sustainability the most (69% said it was ‘very important’), closely followed by fleets with 1-10 vehicles (60%).

Tyres continue to play a key role in achieving sustainability targets 

Of the UK fleets that participated in the survey, almost two thirds (64%) said that fuel-efficient tyres are part of their solution, second only to telematic solutions to monitor and reduce fuel consumption.

Rolling resistance plays an important role in a vehicle’s overall efficiency. In the past fleet operators had been forced to choose between durability, grip, fuel efficiency and mileage, but the latest Goodyear technologies eliminate such compromises. For example, equipping a fleet with Goodyear’s FUELMAX ENDURANCE range can result in a 2% reduction in CO2, which equates to saving 40,000 litres of fuel per year for a 100-vehicle fleet.

Kate Norton, General Manager, Commercial UK&I, Goodyear, said: “Fuel efficient tyres are a significant cost saver for fleets. The Goodyear FUELMAX ENDURANCE range provides high fuel efficiency with enhanced mileage and traction. It is a perfect choice for fleets that are focused on fuel-saving but demand versatility and robustness for regional use. As we endure this period of high energy prices, it’s no surprise that fleets are continuing to practise greater attention to detail when it comes to tyres and other material differences that can really help boost fleet efficiency.”

Knowledge of regional legislation stronger year-on-year

Knowledge of environmental legislation within countries has improved since the 2021 survey. Nine in ten (91%) UK fleets said they were familiar with upcoming legislation that applies to their local transport market, meaning fleets are in a much stronger strategic position to make decisions based on government law. It also suggests that fleets are actively in tune with their respective countries’ efforts to improve sustainability.

Cost and complexity barriers remain for many operators

Although the overall picture is positive, there remain several key barriers to implementing sustainable solutions.

For smaller fleets, in particular, the survey found that the upfront cost currently doesn’t justify the future return on investment, with three in five (60%) fleets identifying cost as the most significant barrier to some solutions.

This is supported by 72% of responses mentioning financial incentives as the most impactful encouragement to improve sustainability, confirming that fleets are feeling the impact of the current economic environment. Meanwhile, the complexities associated with installing tools that help measure and reduce environmental impact remain out of reach for many small and medium-sized fleets.

The answer to the challenges highlighted in the survey is Goodyear Total Mobility, an integrated fleet management offering which brings together truck tyres, solutions and services that support the same goal: reducing downtime and improving efficiency, helping reduce fuel costs and meet CO2 emissions targets.

Norton continues: “What the survey results tell us is that the industry is on the right path to a sustainable future. The majority of fleets continue to increase their efforts, particularly those with the largest impact. Since last year’s survey, the economic landscape has changed significantly, so we can be even more encouraged by the effort of fleets during this time, particularly as the conversation shifts from a purely environmental issue to one of keeping pace with the industry and bottom-line profitability.”

For more information, read the full Goodyear Sustainable Reality Survey 2022 here: The Sustainable Reality Survey (