Goodyear is calling on fleet operators to participate in its Sustainable Reality Survey, to investigate sustainability practices within the European transportation industry. 


Source: Goodyear

The survey, accessible at, remains open until July 21, 2024. For every completed survey, Goodyear will plant a tree, continuing its tradition from previous years. The 2024 edition retains similar questions to track evolving industry perceptions over time.

Participants are asked about their sustainability practices, including eco-friendly technologies, compliance with environmental regulations, and the implementation of sustainability goals. The survey also explores the challenges and benefits of adopting sustainable measures, such as cost savings and operational efficiency improvements.

This year, a new question has been added to assess whether sustainability initiatives come at the expense of performance. This addition aims to provide Goodyear with deeper insights into industry perceptions and trade-offs, which will help develop solutions that integrate sustainability without compromising performance.

“We are proud to engage with fleets across Europe through the Sustainable Reality Survey, gaining unique insights into their day-to-day decisions. This year’s edition promises to provide valuable data on the progress, opportunities, and challenges on the journey towards more sustainable mobility,” said Maciej Szymanski, Marketing Director Commercial EMEA at Goodyear.

The full report of the 2024 Sustainable Reality Survey will be available for download later this year. This report will provide a detailed analysis of industry sustainability trends, offering fleet operators benchmarks to measure their practices against industry standards. It will also serve as a resource for identifying best practices, understanding emerging challenges, and discovering innovative solutions to enhance both sustainability and operational efficiency.

The 2023 survey highlighted several key trends in the European transportation industry’s approach to sustainability. A majority of participating fleets identified sustainability as important or very important, with one-third considering it a core corporate value. The survey revealed that sustainable measures are increasingly viewed as cost-saving strategies, with 39% of fleets reporting operational cost reductions through sustainable practices. Larger fleets, particularly those with over 500 vehicles, have shown leadership in setting and implementing sustainability goals, with 75% having already taken action. Additionally, 56% of fleets reported using fuel-efficient tires to enhance efficiency and reduce environmental impact. These findings reflect the industry’s growing commitment to integrating sustainable practices while maintaining operational efficiency.