When fleets talk about sustainability, the conversation often turns quickly to electric vehicles. But according to Emily Williams, Associate Vice President, Transportation Business Development at Geotab in the United States, the most immediate emissions reductions are coming from operational improvements—particularly better use of data and changes in driver behaviour.
Speaking earlier this year at Geotab Connect 2026 in Las Vegas, Williams explained that many transport operators are taking a practical approach to decarbonisation, focusing on what they can control today rather than waiting for new technology or infrastructure.
Her message was clear: sustainability is not a single technology decision. It is an operational strategy.
Reducing emissions starts with fuel use
Williams believes fleets can achieve meaningful environmental gains by addressing everyday inefficiencies such as excessive idling and poor fuel management.
She emphasised that sustainability initiatives must also make financial sense for operators managing tight margins.
“Sustainability isn’t necessarily about electrification,” said Williams. “It’s about reducing fuel consumption, which obviously hits the bottom line.”
This approach resonates with fleets dealing with economic uncertainty. Rather than investing heavily in new vehicles, many operators are looking for ways to optimise their existing assets.
Small operational changes can deliver immediate results. Reducing idle time, improving route planning, and monitoring driver behaviour all contribute to lower fuel use and reduced emissions.
Just as importantly, they reduce operating costs.
Behaviour change delivers fast results
One of the most effective strategies Williams has seen is the use of driver feedback and incentives to encourage efficient driving habits.
With telematics systems capturing detailed vehicle data, fleets can identify patterns such as excessive idling and provide real-time alerts to drivers. Some organisations have introduced reward programs to reinforce positive behaviour.
The results can be significant. Williams described a recent conversation with a fleet that implemented a structured program to address idling.
“They put this program in place, they were really diligent about making sure that they were reducing their idling, and then they incentivized the driver to reward them for that good behaviour,” she said. “We saw a huge reduction in our idling percentage.”
These types of initiatives demonstrate how data can be used to drive measurable improvements without major capital investment.
Infrastructure still limits electrification
While electric trucks are gaining attention, Williams noted that infrastructure constraints remain a significant barrier in many regions.
Charging networks are expanding, but coverage is uneven, particularly outside major metropolitan areas.
“There’s some parts of the US that are fantastic,” she said. “But in the Midwest, there’s not the infrastructure there to charge those vehicles. It’s going to take us a while to catch up.”
For fleets operating long-distance or regional routes, reliability and availability of charging infrastructure remain critical considerations.
As a result, many operators are prioritising efficiency improvements while monitoring the development of alternative powertrains.
A broader view of sustainability
Williams encourages Fleet Managers to think about sustainability as a continuous process rather than a single transition.
Modern trucks are already significantly cleaner than previous generations, and ongoing improvements in technology and operations continue to reduce emissions.
That progress is being driven by better engines, smarter systems, and more disciplined fleet management practices.
From her perspective, the most successful organisations are those that focus on incremental improvements—reducing fuel consumption, improving utilisation, and supporting drivers to operate vehicles safely and efficiently.
These actions may not attract headlines, but they deliver consistent results.
Practical steps fleets can take today
Williams’ advice to fleet operators is straightforward: start with the fundamentals. Use data to understand how vehicles are being used. Identify inefficiencies. Support drivers with clear feedback and incentives. Measure results and refine processes over time.
The technology required to do this is already available in most fleets. The challenge is using it effectively.
In an industry where margins are tight and operational demands are high, this practical approach to sustainability is gaining momentum.
Electrification will play an important role in the future of transport. But for many fleets, the path to lower emissions begins with smarter operations, not new vehicles.
