4 min read
Many leaders in the energy sector assume that their digital platforms, being intangible, are therefore carbon-free. But every digital service leaves a footprint: in the electricity that powers servers, the energy used by data centres, the network transfer of files, and the devices your users interact with.
The reality is that the internet is responsible for nearly 4% of global greenhouse gas emissions - more than the aviation industry - yet digital sustainability rarely features in strategic decarbonisation plans.
It’s a blind spot hiding in plain sight. In an era when companies are under intense pressure to prove tangible progress towards net zero, the digital estate is often left out of the conversation entirely. That’s a mistake. Because your digital platforms aren't just a marketing tool - they're an operational one. And it comes with a carbon cost.
The invisible footprint
Take websites alone as an example. According to the Green Web Foundation, the average website emits 1.76g of CO2 per page view. That might seem small, but at scale, it adds up. A typical corporate site with 100,000 monthly visitors can generate over two tonnes of CO2 a year – equivalent to driving a petrol car for almost 5000 miles.
One recent study found that a large organisation could reduce its website emissions by over 70% through lightweight design, efficient content management, and green hosting – saving not only tonnes of CO2, but also tens of thousands of pounds in annual hosting and operational costs.
It’s not just about hosting. Every oversized image, bloated script, or auto-play video increases load time, server strain, and energy usage. The user experience choices your teams make can materially impact your site’s emissions.
Yet many boards still see assets like the website as the remit of the communications or marketing teams. It’s treated as a brand window, not a carbon driver. And that’s where the opportunity lies.
Digital sustainability: what good looks like
The good news is that the problem of digitally-produced emissions can be relatively easy to solve – especially compared to physical infrastructure emissions.
The most progressive companies are already starting to:
- Run carbon audits of their digital estate
- Migrate to green cloud providers
- Optimise websites for lean performance
- Integrate sustainability KPIs into web briefs and agency RFPs
The result is platforms that load faster, cost less to host, are easier to navigate, and produce far less carbon - all while improving performance, user engagement and stakeholder credibility.
The missed opportunity
In many firms, digital platforms collectively represent one of the most energy-intensive technology assets. But they rarely appear in net zero planning.
That omission is risky. Investors, regulators and stakeholders are beginning to scrutinise digital operations with the same lens as supply chains and facilities. A carbon-heavy website undermines your ESG story. A low carbon one strengthens it.
And in a world where 70% of stakeholders begin their journey with your organisation online, your digital platforms aren’t just a first impression. They’re a statement of values.
The mindset shift
Reframing your digital platforms as an engine for decarbonisation, not just communication, requires leadership-level awareness.
It means:
- Putting digital carbon on the boardroom agenda
- Involving sustainability teams in digital projects from the start
- Asking better questions: Not “How does it look?” but “How much carbon does it emit?”
And it pays off. You’ll benefit from reduced emissions, lower costs and better performance. More broadly, decarbonising can lead to greater stakeholder trust and better alignment with your net zero roadmap.
Digital may feel intangible, but its impact is real. For energy leaders serious about decarbonisation, even the corporate website is one of the easiest and quickest wins - and one of the most visible symbols of sustainability.
For those leaders, the next step is clear: treat digital platforms as the operational assets they are. When optimised for sustainability, they become a lever for growth, efficiency and credibility.
