The energy consumption of websites is constantly growing: Internet use causes tens of millions of tonnes of greenhouse gases every year. This makes the question of whether you can do something to protect the environment by choosing a web host superfluous. Because sustainable web hosting can make an important difference here. But how can you recognise a truly environmentally friendly provider and how can you avoid greenwashing? In this article, we answer all your questions about sustainable web hosting.
Why it pays to take a closer look at sustainable web hosting
A look at some current figures quickly shows why a sustainable provider makes a difference. For example, it is estimated that internet use in Germany generates around 22 million tonnes of greenhouse gases every year. This corresponds to around a quarter of what road traffic causes in the country and is 40 per cent more than air traffic. Data centres that provide websites and other internet services play a major role in this. The International Energy Agency estimates that the electricity consumption of these facilities alone amounts to between 240 and 340 TWh globally. To put this figure into perspective: That is more than half of the electricity generated in Germany each year(500 TWh).
Unsurprisingly, the trend curve is clearly pointing upwards: Experts expect global electricity demand for data centres to increase by more than 60% over the next 10 years. This could accelerate significantly as a result of the AI boom, according to the US investment bank Goldman Sachs, which predicts that global demand will more than double by 2030.
In a nutshell: our beloved internet has a noticeable and even growing share of energy consumption. And this hasn’t just been the case since the triumph of AI tools. That’s why the choice of web host has a significant effect. Climate and the environment are just one of several issues, as I will show you in a moment.
You can recognise sustainable web hosts by these criteria
The first question is: What actually makes a sustainable host and how can you recognise sustainable web hosting? Here are some key criteria and facts.
Where does the electricity come from?
An important point for climate protection in web hosting is the type of power supply. If a provider relies on 100% renewable energies such as solar, wind and hydropower, a lot has already been gained. After all, the best greenhouse gases are those that are not produced in the first place. Look out for corresponding certificates and proof such as the “Green Electricity” label, Renewable Energy Certificates (RECs) or TÜV-certified green electricity.
Incidentally, politicians are trying to accelerate the change: from 2024, German data centres will have to cover 50 per cent of their electricity from renewable energies, and then 100 per cent from 2027. Across Europe, this is not due to happen until 2030.
How efficient are the data centres?
Another interesting value is the Power Usage Effectiveness (PUE) of the data centres. It is calculated as the ratio of total power consumption to IT power consumption. In other words, it indicates how much power the system consumes in addition to the servers. This includes, for example, devices for cooling the computers.
The value is quite simple to understand: The closer it is to 1.0, the better. A perfect value of 1.0 would mean that the data centre requires no additional electricity at all. A value of 1.4 means that in addition to the 100% power consumption for the servers, a further 40% power is required for other uses.
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For comparison: according to a Bitkom study, the average PUE of all data centres in Germany in 2021 was 1.57. Politicians are also intervening here: from 2030 at the latest, all data centres must achieve a value of 1.3 or lower. A Google facility in Belgium achieved an average value of 1.09.
How a data centre is cooled can also be important here. Conventionally, this is done with air, but this is comparatively inefficient. Even an intelligent division of the system into hot and cold zones can save 20 to 30 per cent of electricity. Switching to water cooling goes even further: water has a significantly higher heat capacity and can dissipate waste heat more efficiently. One example is the “Green IT Cube” in Darmstadt, where all computers are cooled directly with water instead of air. This means that cooling accounts for less than 7 % of IT electricity requirements, compared to 30-100 % with conventional air cooling.
Energy efficiency certifications such as ISO 50001 are helpful signals for you at this point, as they show that the company is subject to the criteria of this award. Another example is the Blue Angel , which is also available for data centres.
Incidentally, the location of the data centres can also play an important role. In cool climate zones, it is easier to keep the servers within the required temperature range.
Some data centres also rely on clever solutions to reuse the waste heat generated for other purposes. Studies show, for example, that theoretically more than 10 % of the urban heating requirements of a large city such as Frankfurt/Main could be covered by existing data centre waste heat. However, green IT waste heat is still the exception rather than the rule.
Is there CO₂ compensation?
For some web hosts, such points do not go far enough. They want to ensure that their impact on the climate is at least neutral, if not positive. This is where “climate compensation” projects come into play.
This means that this provider supports projects that take action against climate change. One example is planting trees. On average, a single tree binds around 20-25 kg of CO₂ per year. In purely mathematical terms, it would therefore take around 40 trees to absorb 1 tonne of CO₂ per year. An entire hectare of forest (around 500 trees) can bind around 6 to 12 tonnes of CO₂ per year, depending on the vegetation and age.
You can recognise reputable projects by corresponding awards and seals such as Verified Carbon Standard.
How sustainable is the hardware?
A web host can also decide in favour of or against sustainability when selecting server hardware. Durable and energy-efficient models are the choice for environmental and resource protection. Hardware management also plays a role, for example through repairs and recycling or when used or recycled components are used.
How socially committed is the provider?
Last but not least, this topic includes whether or not a company is a positive factor for society. This includes how the workforce is treated. Generous regulations on working from home and remote working, for example, give people who would otherwise find it difficult to find a job a chance. These include people with disabilities, single parents and many more.
A respectful and supportive working atmosphere also has a direct influence on the social impact of the company. Think, for example, of the promotion of employees or alternative forms of organisation such as holacracy.
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Last but not least, a provider can distinguish itself by supporting social projects and initiatives in a targeted and sustainable manner.
How transparent is the company?
As we know: It’s not about what a company says, but what it actually does. For example, if it likes to talk about how environmentally conscious and sustainable it is, it should be able to prove it. So keep an eye out for suitable sustainability reports .
Are you having difficulty finding specific information and statements on the provider’s website? Then there is a growing suspicion that this is more about marketing than environmental protection. Companies that honestly live sustainability as a value will tell you clearly how they do this. After all, they invest time, effort and money. They want to show this to the outside world and not hide it. Other good signs of sustainable web hosting are certifications such as B-Corp, Green Globe, Economy for the Common Good and ISO 14001.
In all of this, pay attention to whether the provider is making a long-term and continuous effort to reduce emissions and have a positive impact on the environment, climate and society.
Beware of “greenwashing”
The term “greenwashing” refers to companies, organisations and projects that want to appear green, social and sustainable, but do not consistently pursue these goals. They use a term such as “climate-neutral”, which at best only works mathematically. One example of this is cases in which they use the above-mentioned climate compensation alone or predominantly.
That may be better than nothing, but it cannot be compared with a provider that has geared its entire company philosophy towards sustainability. This is because they would, for example, rely directly on green electricity instead of trying to make their energy supply from climate-damaging sources look good.
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At the same time, it is quite possible that you are simply dealing with a milkmaid’s calculation when it comes to greenwashing: only some of your own emissions may be neutralised by offsetting, but not all. It’s worth keeping an eye out for community discussions in forums or on Reddit, for example. Informed users often share their insights as to whether a provider is really acting “green” or just advertising it. Independent comparisons (e.g. tech magazines, sustainability blogs) also have lists of the “best green hosters”. They usually explain why certain providers are sustainable and others are not.
Conclusion
Ultimately, opting for sustainable web hosting is not just a commendable decision. It can also be used for your own marketing. Consumers are increasingly paying attention to such signals. This is especially true for younger generations, but by no means only. Especially in a competitive market, this can be an important differentiator.
You can make the difference: Ultimately, it’s the customers who decide what succeeds and what doesn’t. In individual cases, your influence may seem small. But on the whole, it can bring about change. This is especially true for people whose advice is regularly in demand. This includes freelancers and agencies who make recommendations to their customers, for example on suitable web hosts.
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