The secret environmental impact of the internet

While the environmental impact of a single search, email or webpage visit may seem small, the scale of global internet use makes digital activity an important part of the sustainability conversation. Every website visited, file stored, video streamed and online meeting attended relies on physical infrastructure. From devices and routers to networks, servers and data centres, every step of which requires energy and resources to run.

As our use of cloud storage, AI tools, streaming platforms and online services continues to grow, so does the need to make our digital habits more efficient. The good news is that this is an area where small, practical changes can add up – especially when organisations review how much content they create, store and share online.

What’s driving impact?

Put simply, it’s down to the internet becoming so deeply embedded in modern life and work.

Take a moment to think about how much you use the internet on a daily basis. You will quickly realise that it is deeply woven into both your business day and personal life.

Emails, online meetings, sending and downloading large files, browsing websites, browsing social media, streaming TV, reading e-books and magazines, online shopping, reading this article; the list goes on and on.

On an individual basis the impact of these things is small. But with most issues in our modern world, it’s not so much the single action that’s the issue but the sheer number of these actions that’s the problem.

For example, every online action has a footprint. A search, website visit, email, video call or file download may only use a small amount of energy on its own, but repeated across millions of people and organisations every day, those small actions can become significant.

Emails are another everyday example. Sending, receiving and storing them all depends on devices, networks and data centres. Large attachments, duplicated messages and old inboxes can increase unnecessary storage and energy demand. Better file sharing, clearer communications and regular digital decluttering can all help.

Website use matters too. The more pages, images, videos, scripts and tracking tools a website loads, the more data needs to be transferred and processed. A leaner, faster and more accessible website is often better for users, better for search performance and better for the environment.

Is it all Bad?

No, and that’s important to recognise.

Digital tools can reduce the need for travel, support flexible working, make services more accessible and help organisations collaborate across locations. Online meetings, shared documents and digital systems can all play a positive role when they replace more resource-intensive activities.

The key is to use digital technology thoughtfully. If we reduce travel but increase unnecessary storage, duplicate content, inefficient websites or always-on video calls, we risk shifting the impact rather than reducing it.

That means digital sustainability is not about avoiding the internet altogether. It is about using technology in a way that is purposeful, efficient and proportionate.

Easy ways to reduce your online impact

• Delete your Emails and Clear Your Cloud – Your emails and remotely stored files are housed in data centres. Clearing old emails, removing duplicate files and reviewing what you store in the cloud can reduce unnecessary digital clutter and make it easier to find what you actually need.
• Switch Off Your Video When You Can – When video is not needed, switching it off can reduce data transfer while also giving people a break from being on camera.
• Switch to Ecosia – Ecosia uses renewable energy to power its searches and invests its profits into climate action, including tree planting and other environmental projects.
• Switch Your Website to Green Hosting – Green hosting, or eco-friendly hosting, is achieved through a range of green technologies and activities to ensure carbon neutrality or negativity.

 

This article was adapted from ‘The secret environmental impact of the internet‘ written in 2022 by Kayleigh Nicolaou, co-founder of Kakadu Creative, a full-service ethical creative agency based in Stamford, Lincolnshire. As part of their mission the Kakadu Creative team are raising awareness of the environmental impact the internet has and are champions of sustainable web design, along with their green website hosting service.