- Awareness around sustainability in the SaaS sector remains low
- Digital emissions are rising, intensified by AI technologies
- EcoSend prioritizes renewable energy and serverless architecture for transparency
When one thinks of sustainability, the software-as-a-service (SaaS) industry often escapes scrutiny. Unlike physical industries burdened by logistical chains and production lines, many software firms fly under the radar regarding their environmental impact.
Yet, the narrative is shifting, particularly as the carbon footprint of digital transactions becomes clearer—especially now, as artificial intelligence (AI) further complicates the picture.
Enter EcoSend, a budding email marketing platform making strides in sustainability since its launch a little over two years ago. Driven by a commitment to environmental responsibility, this company operates solely on renewable energy through innovative, serverless technology. I recently spoke with James Gill, the brain behind EcoSend, to discuss the hurdles facing the SaaS realm in its pursuit of sustainability and what could transform the industry into a beacon for a greener future.
Can you elaborate on what sustainability means for your online platform and how you evaluate it?
For us at EcoSend, sustainability is much more than a passing trend; it is embedded within our company ethos.
From day one, our operations have run exclusively on 100% renewable energy and leveraged advanced ‘serverless’ technology. We prioritize environmental considerations in every aspect of our strategy and product features. Traditionally, SaaS providers have sidestepped the intense scrutiny faced by other industries regarding their ecological footprints.
Manufacturers and sectors like transportation have already begun to adopt environmentally friendly practices; we believe it’s time for SaaS companies to step up and lead the way towards an eco-conscious future.
To affirm our commitment, we seek a combination of internal metrics and external validation. We have proudly attained certifications as a ‘Green Small Business’ and actively participate in initiatives like the Good Business Charter, Pledge 1%, and Terra Carta. Furthermore, we are in pursuit of B Corp certification.
What obstacles have you faced as a SaaS provider striving for eco-friendliness?
One of the primary challenges we encounter is a widespread lack of awareness, mimicking issues faced by many in the sustainability movement. Most people remain unaware of the carbon emissions linked to their online activities. Remarkably, if the Internet were treated as a nation, it would rank as the fourth most polluting country globally.
Consider the staggering figure of over 360 billion emails being sent daily, as per Statista. Each email could emit as much as 26 grams of CO2. Despite this, many marketers remain blissfully unaware of the ecological fallout of their email campaigns. While it’s easy to understand the energy required to boil a kettle, the environmental cost associated with sending an email feels abstract and often forgotten.
Thus, our initial priority is to raise awareness, closely followed by the challenge of prompting genuine, actionable changes.
While many recognize the need for sustainability, motivating them to transition their email services, data management practices, and campaigns can be a daunting task.
To combat this inertia, we dedicate significant resources to simplifying the migration process for companies. By offering tailored import tools and personalized onboarding sessions with our support team, we aim to facilitate a smooth transition for those eager to embrace change.
What would encourage publishers to highlight the ecological credentials of SaaS providers more vigorously?
A pivotal step would be enhancing public awareness about the enormity of the challenge we face. Digital emissions are frequently overlooked in reporting, often outshone by more visible culprits like air travel. However, the ‘invisibility’ of these emissions should not downplay their significance.
As AI technologies continue to proliferate, the impact of digital emissions is poised to grow even more acute.
For SaaS companies, bolstering their sustainability credentials alone won’t suffice. A more vigorous media focus on digital sustainability should help cultivate firmer regulations governing the ecological standards of SaaS players. This combination of obligations and incentives is crucial for fostering change.
How does EcoSend’s sustainability focus shape its audience compared to competitors?
We have the fortune to collaborate with numerous dedicated B Corps, nonprofits, and purpose-led organizations committed to sustainable and ethical business practices.
Our clientele embodies ambition and aims for profitable growth, yet they share a key distinction: their success is never realized at the expense of environmental or social well-being.
Spanning entrepreneurs, SMEs, and large enterprises, we continuously learn from our clients’ efforts towards digital sustainability, and we take pride in aiding them on their journeys.
In your view, is AI a viable solution for sustainability, or does it pose a threat?
The rise of AI presents both potential and peril, depending on how it is utilized. For instance, ChatGPT reportedly consumes around 39.98 million kWh each day, eclipsing the annual energy consumption of over 100 nations.
If misused, AI could lead us down a troubling path. However, harnessed appropriately, it can be a powerful ally—streamlining complex ESG reporting, evaluating sustainability across vast supply chains, or optimizing corporate administrative functions. The challenge lies in leveraging AI to enhance, rather than exacerbate, our sustainability dilemmas.
With careful and responsible implementation, AI has the potential to support our sustainability goals. Yet, current trends suggest a movement towards unrestrained use, which raises concerns.
What are your future plans for enhancing your sustainability efforts?
We are currently engaged in the rigorous B Corp certification process, which will hold us accountable to elevated standards of ethical and sustainable practices. This journey is essential not just for our mission but for setting an example in the industry.
Additionally, we are continuously seeking new avenues to bolster our sustainability initiatives. Recent reflections have urged us to deepen our engagement with the local community, such as volunteering at food banks and conservation projects around London.
This year, an evolving initiative involves shifting our annual gifts to enterprise clients from festive hampers to sponsoring Beam, an organization helping the homeless in the UK secure stable employment and housing. To date, we’ve successfully supported over 50 clients through this partnership.
Moreover, we have collaborated with a tree-planting organization to improve our monitoring systems and reporting on tree-planting efforts for our clients.
While we take pride in our accomplishments, we acknowledge the pressing need for more—both from ourselves and the wider business landscape. We are enthusiastic about pushing the envelope in our sustainability endeavors to inspire a collective push toward a greener future.
