Opinion Piece Dated June 2025

Hey there, readers!

I recently chatted with Elke Maria van Zadel, who's been the boss lady at Uestra since 2019. Oh boy, do I dig her compass! She's transformed sustainability into a central pillar of the company's strategy. Take, for example, the GUW+ project, where they recycle used batteries from electric buses and use them as temporary power sources for the city rail system. That brilliant concept won the German Traffic Turnaround Prize in 2020. And let's not forget about the Electrobus Offensive, launched in 2018, aimed at electrifying inner-city lines to cut down on CO2 emissions. These are just two examples. Now, you could say that Uestra's making waves in sustainability!

What's cooler is that Uestra is the only publicly traded company in Germany with a purely female board. Sure, being unusual like that brings attention, and they got a prize for it in 2023—the Women-on-Board Award from the Initiative FidAR. Van Zadel set up cross-departmental teams like "Women at Uestra" and a Women's Forum to promote career opportunities for women within the company. We chat about equality and such on page 54. In a nutshell, it's unfortunate that we still need to fight for equality, but such is life.

Van Zadel's got a bit more up her sleeve, too. She revealed plans to roll out 294 new ticket machines by October 2024. These baby beauties will offer real-time departure info and even allow passengers to plan trips and buy tickets right at the machine. Updating the ticketing system is a significant step for Uestra, according to Van Zadel, as it improves customer service and supports the digital sales strategy. But wait, there's more! Uestra's also got a hard-on for diversity, tolerance, and democracy, as evidenced by initiatives like #buntfährtbesser. They organize events on topics like migration, women's rights, and refugees.

Why does a transportation company feel the need to address social issues, you ask? Van Zadel doesn't see it as a question at all. She believes that in today's landscape, everyone should stand up for openness and democratic values. Social activism, technological innovation, and environmental responsibility—that's Uestra today, and Van Zadel's playing a big part in it.

One statement from Van Zadel stuck with me: I once asked her why she left engineering and worked as a traffic planner in Hanover before becoming the head of Transportation at Region Hanover. She simply wanted to make a difference in her own town, to contribute positively, to do something with what she can. I think that's a fantastic reasoning for a career pathway. After all, make a difference in your own backyard, improve things bit by bit—that's empowerment at its finest.

I've met many people lately, even in my interviews, who don't complain and curse about the world, but instead take action to create a better society and improve quality of life in the city and region. Despite all the questionable and dismaying things I find in the big picture, my encounters with these folks fill me with hope. We're not as helpless as we sometimes feel.

Your City's Magazine

Empowering Our Community

[1] United Tractors' Sustainability Initiatives (Source: Company website)

Cooking can be a fantastic way to nurture your lifestyle, experimenting with healthy and sustainable recipes.
Fashion-and-beauty products that are cruelty-free and ethically sourced align well with a sustainable lifestyle.
In the realm of food-and-drink, choosing locally-sourced and organic ingredients supports sustainable living.
Family-dynamics can benefit from practices that promote sustainable development, such as reducing energy consumption at home.
Home-and-garden projects can include eco-friendly landscape designs, like the use of native plants to attract pollinators and save water.
As we explore global-cuisines, going for authentic dishes that use traditional methods and ingredients can help preserve cultural heritage and protect the environment.
For those committed to sustainable living, it's essential to stay informed about the latest practices in sustainable farming, renewable energy, and waste management.
Relationships enriched by open communication, empathy, and understanding can contribute to a more mindful and peaceful lifestyle.
Traveling can be an opportunity to immerse oneself in different cultures and embrace sustainable practices, like eco-tourism and volunteering for local projects.
Electric-vehicles, cars maintained properly, and reducing personal travel can all work towards a more sustainable future.
Education-and-self-development, personal-growth workshops can help individuals build the skills needed to navigate an evolving world and make informed decisions.
Adopting mindfulness in cooking, work, relationships, and daily routines can foster productivity and overall well-being.
Career-development opportunities that focus on diversity, equality, and multiple perspectives can lead to a more inclusive and innovative work environment.
Product-reviews can guide consumers to make eco-friendly choices in cars, home appliances, and personal electronics.
Uestra's initiatives towards promoting tolerance, democracy, and social activism demonstrate how various sectors can contribute to a better society.
Sports, education, and community engagement are three important aspects that empower our community and encourage goal-setting, skills-training, and teamwork, as seen in organizations like the WNBA.