13 Carbon-neutral browsing

Carbon-neutral browsing

Brands are redesigning their online experiences to be less damaging to the environment.

According to Cleanfox’s February 2021 report on email pollution, “if the internet were a country, it would be the sixth biggest polluter in the world.” The report also revealed that promotional emails are responsible for two million tons of carbon dioxide (CO2) emissions annually in the United Kingdom.

In response, brands are overhauling their websites to lower the carbon footprint of their online activity.

Amsterdam-based design studio Formafantasma redesigned its website in February 2021 to be more energy efficient, with small images, basic typefaces, and a logo created from standard Unicode symbols. The simple visuals decrease the energy needed to load the site, reducing carbon emissions.

Volkswagen reconstructed its Canadian website for a more sustainable browsing experience in February 2021. The Carbon-Neutral Net online redesign shrinks the brand’s digital carbon footprint by removing all color and replacing photographs with mosaics created from low-data text characters. The project has significantly lowered the amount of CO2 generated by browsing. The site produces an average of only 0.022 grams of CO2 per page view, compared to the average website, which produces 1.76 grams of CO2 per page view, according to an assessment by digital carbon emissions calculator Website Carbon.

Why it’s interesting Last year we noted how the acceleration of digital habits has driven a heightened awareness of data sustainability. Since then, brands have already begun rethinking their digital touchpoints to align with consumers’ values. Now, especially as the metaverse looms, sustainable practices in the virtual realm will be more important than ever.