The Internet is a menace to our environment, but it needn't be this way. That's why we're committed to making sure our corner of the web is as green as can be, through a comprehensive environmental strategy that both reduces our impact today, and invests in the future.
Our global operations are powered entirely by renewable energy. Our UK datacentre uses 100% green sourced power procured directly on the Open Energy Market, and our US facility uses 100% renewable energy, as certified by Green-e.
Our datacentre is built from the ground up to be hyper energy-efficient, featuring cold-asile containment and adiabatic water cooling, accomplishing a world-leading PuE of 1.05.
Our environmental policies are firmly rooted in sustainable practices, focusing on minimising waste, promoting recycling, and eliminating non-essential travel. While we enjoy the energy and collaboration of being in the office, remote working is a fundamental part of who we are. It not only enhances work-life balance but also aligns with our dedication to sustainability.
In 2020 we committed to becoming a climate positive business. Each month we invest in responsible reforestation efforts and fund climate crisis solutions that have been certified to remove carbon emissions. So far we have planted over 20,000 trees trees and funded efforts that have removed over 100 tons of carbon dioxide.
This little scene may seem innocent enough, but did you know that what you've just done had an environmental impact? Would you be surprised to learn that it contributes to a beast that produces an enormous and ever-growing amount of carbon?
The internet might seem like an intangible cloud, but its foundation is deeply rooted in physical reality. Websites reside on servers in datacentres – sprawling buildings filled with the technology that powers the web pages, videos, online applications, and files we access daily.
These servers are energy-intensive, requiring vast amounts of electricity not only to function but also to stay cool. Often, this energy comes from burning fossil fuels like coal and gas, contributing significantly to carbon emissions.
Our commitment to truly green hosting begins with 100% renewable energy.
In the UK, every watt of energy consumed in the datacentre has been purchased from 100% renewable sources, including wind, sun, and sea. This green energy is procured through energy brokers using the Open Energy Market. This innovative platform enables high-volume energy users to buy electricity directly from energy producers such as Statkraft, Europe's largest producer of renewable energy.
This approach side-steps the traditional, high-margin retail energy companies and provides the flexibility of choosing which producers to purchase energy from, helping ensure a more sustainable and cost-effective energy supply.
Additionally, designs are currently underway for the implementation of on-site rooftop solar power generation by 2025. This will enable non-critical loads to directly utilise locally generated renewable energy, further enhancing sustainability efforts.
We also use renewable energy for 100% of our U.S. operations, as certified by Green-e, North America’s leading voluntary certification programme for renewable energy. We have additionally been recognized by the U.S. Environmental Protection Agency as a Green Power Partner. Our renewable energy is sourced through Native Energy, one of the few genuinely high-integrity businesses in the sector. Their projects go beyond simply generating renewable energy, but moreover, deliver social benefits for the communities in which those projects are located, including schools, family owned farms and Native American tribes.
We are also partner member of The Green Web Foundation, a not-for-profit organisation who are on a mission to speed up the transition towards a completely green Internet. You can verify whether your site is running on renewable energy on their website.
Statkraft's Rheidol hydropower plant near Aberystwyth in Mid-Wales, in operation since 1962 and producing 93GWh annually.
As the digital age accelerates, it’s not just about how the power we use is generated, but how efficiently that power is used.
Adiabatic water-based cooling system, harnessing the natural cooling properties of water without the need for environmentally harmful refrigerants.
A Cold Aisle containment pod. Cold air blows in from the vents at the bottom, and is contained with a glass ceiling and doors at either end.
Nestled in East London, our new primary hosting facility offers more than just a haven for our servers. It sets new standards in energy efficiency, embracing cutting-edge technology to provide a world-leading Power Usage Efficiency of 1.05. If that term has your head in a spin, dive into our blog post to learn more.
Innovations include hyper-efficient cooling system, which combines free air cooling with evaporative or adiabatic cooling. Servers can be chilled using the outside air, or if this is too hot, it is chilled using water rather than any nasty refrigerants. The water used to chill the air is almost entirely recycled requiring only very occasional top ups, so zero concerns when it comes to being conscious about water scarcity.
Cold aisle containment on the data floor means that we can cool precisely what needs to be cooled, achieviving even higher efficiency and lower power consumption, embodying sustainability at its best.
Our server level infrastructure is also a testament to our commitment to sustainability and efficiency. We use high-efficiency processors, which deliver robust performance with optimal energy usage. This is complemented by smart cooling solutions, where fans are intelligently controlled to provide cooling only when necessary, further reducing energy consumption. Alongside NVMe drives known for efficient performance, we also employ technologies such as LiteSpeed Cache and Redis to enhance website delivery speeds and reduce CPU load. These technologies ensure faster website performance and lower energy use by minimizing processing and transmission times. Through these strategic choices, we ensure that our technology not only delivers high performance but also aligns with our dedication to environmentally responsible and energy-efficient operations.
Being environmentally conscious is at the heart of everything we do. Along with a super-efficient, green powered datacenter, as a company we also:
Our business is also powered by humans. Lovely humans. Humans who work tirelessly to ensure our renewably powered servers keep humming, and our customers' questions are answered in record time. But these humans each have their own carbon footprint. That's why we are committed to having a climate positive workforce, which means that for every member of our team, every month we plant 12 trees and offset 1.2T of CO2.
We also consume carbon in other ways, through the equipment we purchase, and the supply chains we use. That's why we are also committed to off-setting substantially more carbon than we consume, as well as planting more than 1,000 trees every single month. We are also committing to "pay back" our historic carbon consumption since we were founded, and by the end of 2030 we are committed to offsetting over 5,000 tons of CO2 so we may become truly carbon negative.
To make this possible, we have partnered with Ecologi, who facilitate our tree planting and carbon offsetting. Ecologi work with responsible tree planting partners and invest in projects that are certified at the very highest level to remove greenhouse gasses. They are extremely transparent about their financials, and are backed by a superb team. You can track our progress in the Kualo Forest - you can even contribute a tree or two, or why not click the sign up link and grow your own forest!
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