Did you know that in 2025, the digital sector contributes to between 3% and 4% of global emissions (more than the airline industry)? Or that these emissions could increase to nearly 7% by 2040?
While the carbon impact of flying, agriculture and manufacturing are well-known and well documented, in an increasingly digital world many people are unaware that everything we do online has carbon footprint.
Why can the internet be so harmful to the environment?
It’s estimated that over 4 billion people are sending, streaming and searching over the internet. The emissions generated in doing so can be broadly split into two ways:
Networks and Data Centres
All information we access online is held on digital servers, often in vast data centres. These centres require vast amounts of energy, both to run the servers themselves but also to keep them cool so they perform at their best, through continuously running cool water or air conditioning. With the rise in the use of AI technologies, the energy required to run these data centres is expected to increase exponentially in the coming years.
Even the name ‘the cloud’ is misleading, it makes us think of something light, clean, and harmless floating in the sky, rather than a vast network of energy-hungry datacenters.
Jonathan Bell, Co-Founder at Sprout
User Devices
The devices we use to access the internet, as well as the networks we are connected to also consume energy, to charge or run. The larger the website and the longer it takes to load, the higher the energy consumption. The raw materials required for and emissions produced in the manufacturing and shipping of these devices also has an impact.
What is sustainable web design?
Sustainable websites are built, designed and maintained in such a way that can minimise their environmental impact, while remaining efficient, accessible and user-friendly.
They use lightweight code, compressed images and minimal resources to ensure fast loading times and data transfer. They are hosted on servers powered by renewable energy, and/or data centres committed to energy efficiency and carbon reduction.
Sustainable websites are accessible across devices and optimised for low-bandwidth users. They get users where they want to go as quickly as possible by following UX best practices, reducing the energy used by end-user devices. They are built with clean, maintainable code that reduces the need for frequent redesigns or overhauls, extending the websites life.
Why sustainable web design matters for climate-conscious brands
Sustainable web design is essential for positive business performance, user satisfaction and long-term digital resilience.
They are optimised to reduce data usage, minimising energy consumption and carbon emissions from data centres, networks, and user devices. This can have significant cost benefits, particularly for larger organisations running large digital platforms.
By loading faster, they provide an improved user experience for your customers, which has the knock-on effect of reduced bounce rates, increase engagement and better performance with search engines.
For charities and businesses, having a sustainable website demonstrates your commitment to environmental and social responsibility, strengthening trust and credibility. This is particularly important in the context of increasing regulation for certifications such as B Corp and Planet Mark and ensures you stay ahead of the curve with regards to compliance.
How Oxygen can help
Oxygen is a B Corp certified brand and website agency working with purpose-led clients to amplify their impact and improve their digital sustainability. Born out of Oxford HR’s communications team, they have been an independent agency for two years and manage our own low carbon site.
Their research report “Sustainable Intent, Unsustainable Web: Why the Gap?” further explores the disconnect between organisations doing good and the digital sustainability of their websites.
