Following the publication of Alphabet’s Sustainability Report 2024 and the International branch’s official certification as an EcoVadis Platinum company, we spoke with Andreas Baron, Chief ESG Officer, about the company’s ongoing journey to a more equitable status quo. In his role, created to advance the company’s environmental, social and governance (ESG) objectives, Baron has been a driving force behind initiatives like Alphabet Consulting and the Alphabet Carbon Manager. With over a decade of experience at Alphabet, including positions as an E-Mobility Consultant, he combines deep expertise with a hands-on approach to further integrate ESG principles into the company’s strategy.
How do you plan to integrate ESG principles across all divisions of Alphabet, ensuring that sustainability goals are consistently met across the organisation?
Firstly, it is important to note that Alphabet has been a forerunner in the fleet space regarding the integration of ESG criteria into its business activities. Our guiding principles and internal sustainability goals had been the compass for early responsible business practices like AlphaCity and AlphaElectric in 2013 and continue to inform our decision-making.
By conducting a comprehensive materiality analysis in 2024, we revised our ESG goals and closely aligned them with various stakeholders. Building on this, we have developed a new, holistic ESG strategy, which signals our deepened commitment to measurable ESG targets.
This strategy process has already been carried out with the involvement of several business units and colleagues. As a result, the topic is firmly anchored throughout the organisation, and all involved parties know what is coming.
To consistently embed the ESG principles in all business divisions, we will take the following steps:
- Clear responsibilities and target agreements for ESG topics in all divisions
- Regular reporting and review of target achievement at the management level
- Incorporation of ESG criteria into decision-making processes and incentive systems
- Targeted training and sensitisation of all employees
- Transparent communication of ESG progress to stakeholders
- Establishing the role of ESG Officer in all Alphabet markets.
Through these measures – and with the appointment of dedicated ESG Officers across all 12 markets now completed this year – we ensure that sustainability and ESG principles are firmly embedded in Alphabet’s corporate culture and strategy. This foundation enables the consistent implementation of our ambitious goals at both group and local level.
In what ways do you foresee digital transformation, particularly data-driven tools and platforms, playing a role in enhancing Alphabet’s ESG efforts across all divisions?
The digital transformation is a key driver for consistently implementing our ESG strategy across all divisions. Data-driven tools create the necessary transparency, agility, and accountability to pursue our sustainability goals effectively.
We are currently developing a data-driven ESG dashboard together with Jan Widenmann, our Chief Digitalisation Officer. It will give all relevant departments direct access to consistent, up-to-date ESG data, enabling them to monitor progress, identify optimisation potential, and take targeted action. In this way, digital capabilities will strengthen transparency, alignment, and impact across the entire organisation.
Based on the upcoming report, which area of ESG has had notable development or breakthrough and what does that mean for Alphabet’s journey?
The biggest breakthrough for us, in my opinion has been the detailed calculation of Alphabet's own carbon footprint. This comprehensive carbon accounting exercise has given us the ability to truly tackle this critical issue and further develop emissions reduction measures for our own operations as well as for our customers.
As a leasing provider, it is evident that our Scope 3 emissions make up the biggest share of our overall environmental impact. Most of Alphabet’s carbon footprint falls under Scope 3 emissions, primarily caused by the use of leased vehicles. That’s why it won’t be surprising that our focus is on empowering customers to lower these emissions as part of their own sustainability journeys. By combining consulting expertise with digital fleet tools, we support the shift to low-emission mobility. These measures are already making an impact: while our vehicle portfolio grew by 6% in 2024, overall emissions rose by just 1%.
What are some tips that contribute to and ensure the employees’ engagement with Alphabet’s ESG goals?
To engage the organisation in sustainability, companies should take a holistic approach. Senior leadership must clearly champion the sustainability vision and embed it into core values and daily operations, so it becomes a natural part of the culture.
Training and knowledge-sharing help teams understand the company’s priorities and empower them to contribute. Recent leadership workshops in several markets have reinforced the importance of continuous learning around carbon and ESG topics. Creating space for people to share ideas fosters ownership and recognising exceptional commitment through awards or similar formats can further strengthen engagement.
Regular progress updates and leading by example also help maintain momentum. At Alphabet, initiatives such as Bike to Work Day, the Alphabet Isar Clean Up and comparable activities in multiple markets show how sustainability can bring people together. All of these elements help ensure that employees remain actively engaged in driving positive environmental and social impact.
What are your plans for tracking and reporting on the progress of Alphabet’s ESG goals across the entire organisation, and how will you ensure transparency in these efforts?
Alphabet voluntarily publishes an annual sustainability report to track progress on its ESG goals and to ensure transparency across all defined material topics. We will continue this reporting practice in the future to remain fully transparent not only to our external stakeholders but also to our employees.
In addition, we actively seek dialogue with our customers to understand their expectations and priorities. A recent example of this was the Sustainability Workshop we hosted at the IAA this year, where we discussed our initiatives openly and gathered valuable insights on what matters most to our clients.
By combining structured reporting with ongoing stakeholder engagement, we ensure that ESG progress is communicated clearly, that expectations are aligned, and that our sustainability efforts continue to develop in a way that is both measurable and meaningful across the entire organisation.
Download the current Alphabet ESG report here: https://www.alphabet.com/en-ww/sustainability.html