Lee Broughton’s path toward becoming Director of Corporate Responsibility at Enterprise Holdings started way back at a management consultancy in London in 1998. After about five years, Broughton joined Enterprise’s European operations, eventually transitioning into a newly created corporate responsibility position a few years later.

Broughton truly believes that for the rental car brand to be successful in its second 55-year stint as a company, conservation and eco-thinking is key. Just one example: A 2007 pledge to work with the Arbor Day Foundation and U.S. Forestry Service to plant 50 million trees in national parks over a 50-year span.

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“A huge piece of what we’re doing to drive the future is investing alternative technology to ensure that we’re a significant piece in the value chain of bringing electric vehicles to market,” Broughton explains. “Everyone is more cognizant and conscious of the environmental impact.”