MasOrange is the largest telecom provider in Spain, both in volume (with 41 million fixed, mobile, and M2M lines) and customer satisfaction, with more than 8,500 employees.
The company is also a leader in social impact and sustainability, generating a positive impact of more than EUR 19.87 billion on Spanish society in 2025 (+6% YoY).
MasOrange partnered with Clarity AI to further strengthen its sustainability impact while remaining profitable during a period of merger and organizational transformation.
“MasOrange continues to make steady progress in intelligent infrastructure sharing, with ongoing efforts to migrate our customer base to more sustainable networks. Our enterprise segment is showing healthy growth thanks to consistent investments in innovation and the launch of new services, all of which support our strategic objectives and reinforce our strong commitment to sustainability and operational efficiency & excellence,” – Patricia explains.
The Opportunity
The Solution
The Results
Integrating ESG Across a Newly Merged Organization
For MasOrange, sustainability is embedded in the company’s DNA, and positive impact is one of its core values. ESG principles are integrated into the company’s decision-making processes, ensuring that the business model is aligned with long-term environmental and social challenges.
Patricia Acosta, Head (& Heart) of ESG at MasOrange, began her role as the company was evolving from a philanthropic approach toward integrating sustainability directly into its business strategy. More recently, her challenge has been positioning MasOrange as a leader in sustainability and impact while integrating Orange Spain and Grupo MasMóvil to form the largest telecom company in Spain.
“In a year and a half,” she says, “we have been able to build a transversal multidisciplinary team across the organization after the merger, define a new group strategy and a clear ESG plan, establish a governance model that ensures sustainability is integrated at all levels of business decisions, deploy the new CSRD regulation, automate the full management and reporting process for sustainability information—including internal controls—and develop Positive Future, a training program reaching from the Board to every person in the company.”
An Organization-Wide Commitment to ESG
MasOrange has set an ambitious goal to reach carbon neutrality before 2040. This objective is supported by a clear decarbonization plan, combined with climate resilience and adaptation measures designed to protect the company’s infrastructure.
The company has long been a pioneer in sustainability within the telecom sector by improving the efficiency of its networks—for example, 5G networks are significantly more energy efficient than previous generations—and continues to expand that commitment each year.
However, achieving these goals requires sustainability to be more than a small department or isolated initiative. Instead, MasOrange operates with a lean ESG team connected to a broad internal network across the organization.
“My role is to integrate impact into the organization’s decision-making,” Patricia explains. “To inspire and inform, to build tools, and to ensure that everyone at MasOrange can make decisions not only with an economic perspective, but also by integrating impact.”
“My role is to integrate impact into the organization’s decision-making […] To inspire and inform, to build tools, and to ensure that everyone at MasOrange can make decisions not only with an economic perspective, but also by integrating impact.” – Patricia Acosta Soler, Head (& Heart) of ESG, MasOrange
To influence leadership and business decisions effectively, sustainability initiatives must be backed by reliable data. That is where Clarity AI came in.
“In our strategic reflection after the merger, we decided to be selective and prioritize only a few key partners. We didn’t want to have everything—we wanted to focus. Clarity AI remained one of our priorities.”
True Organizational Transformation Is Easier with Clarity AI
Empowered by Clarity AI’s solutions, MasOrange addressed two key challenges: obtaining credible third-party benchmarking of its ESG progress for investors and leadership, and mobilizing internal decision-making around ESG within a newly merged organization.
CHALLENGE 1
Validating Their Leadership Position Externally
While MasOrange already believed it was a sustainability leader within the telecom sector, it needed independent data to demonstrate that leadership to external stakeholders.
As Patricia explains: “We are very committed to transparency and credibility, and our objective was for a third party to demonstrate that we are truly leaders in sustainability in the sector.” Internal claims were not enough; credible external validation was required.
The company has also embedded the “triple impact” principle into its statutes, ensuring that decision-making considers not only shareholders but also broader stakeholders; MasMovil was the first B Corp in teclo.
Investors and shareholders regularly request external ESG evaluations to validate the progress being made and the plans ahead.
“The approach of providing a rating while also identifying strengths and weaknesses—pointing to a roadmap—has a lot of value,” Patricia says. “Not only the ‘photo,’ but the guidance to improve.”
“For me, it’s very valuable that there are companies like Clarity AI providing rigorous external evaluations. Integrating impact strategy into a consolidated organization can be difficult because the language of profitability is still dominant.”
“It’s very valuable that there are companies like Clarity AI providing rigorous external evaluations. Integrating impact strategy into a consolidated organization can be difficult because the language of profitability is still dominant.”
Clarity AI’s data also enables MasOrange to benchmark its ESG performance against competitors and peers in the telecom and technology sectors.
“Auditors verify that what you report is accurate,” Patricia explains. “But they don’t tell you whether you are performing better or worse than your peers. Clarity AI allows that comparison, which adds enormous credibility.”
CHALLENGE 2
Driving Internal ESG Decision-Making with Data
Patricia also needed leverage to drive ESG integration across a large, recently merged organization. External ratings provided arguments that carried weight beyond internal advocacy. “If an external partner highlights an opportunity for improvement, it’s no longer just ‘Patricia says it.’ It becomes an external, objective insight that helps mobilize decisions internally.”
“If an external partner highlights an opportunity for improvement, it’s no longer just ‘Patricia says it.’ It becomes an external, objective insight that helps mobilize decisions internally.”
A clear example is the company’s decarbonization strategy. The roadmap already existed before partnering with Clarity AI, including SBTi objectives and detailed operational plans. However, external validation reinforced the strength of the strategy and helped accelerate internal alignment.
Clarity AI’s data visualization also plays an important role in internal communication. While some ESG platforms produce complex, text-heavy reports, Clarity AI’s visual reporting makes it easier for non-experts across the organization to understand and engage with the information.
The external ESG score has also become a practical tool for accountability. MasOrange has linked its sustainability rating to the variable compensation system for employees, making ESG performance a shared organizational responsibility.
“The point is not just the number,” Patricia notes. “It’s the vehicle to integrate impact into decisions.”
Summary of Results: Continuously Improving Sustainability
“Thanks to Clarity AI’s external evaluation and other rating agencies, we have strengthened our position as leaders in sustainability and impact,” Patricia says.
Clarity AI’s platform has enabled MasOrange to:
Implement improvements
Benchmark Against Peers
Drive Accountability
What’s Next for MasOrange
MasOrange continues to execute its decarbonization strategy with ambitious mid- and long-term targets, including engaging suppliers and customers to reduce Scope 3 emissions.
The company will also launch Positive Future, a company-wide training program that will include education on ESG ratings and external evaluation, further strengthening sustainability awareness across the organization.
With sustainability and social impact embedded in its core values and business strategy, MasOrange is well-positioned to continue leading in responsible and sustainable innovation.