It's not green washing and it's not all or nothing.
How to make (incremental) changes for planet friendly e-commerce.
Did you know that if the internet were a country it would be the 6th largest polluter in the world?! And let’s be honest we don't see the use of the internet slowing down anytime soon so it is likely that those emission levels will start creeping up and up. If we are to reach net zero then we are all going to need to look at how our businesses operate and what this means for consumption.
So if you are a brand with a socially conscious purpose or seeking to improve the ethical credentials of you business, how can you marry your e-commerce presence with a clear conscience?
At Eleven, as part of our "anti big reveal" approach, we believe that incremental changes are a great way for us all to think about the world we inhabit and the one that will be left for generations to come. You don't need to be a brand that is trying to change the world or be worried that you will be tarnished with the green washing brush.
With that in mind here are some incremental changes you could consider to improve the eco credentials of your e-com operation...
1 - Carbon footprint
A good place to start is to check the carbon footprint of your website. The Green Web Foundation is great site where you can do just that and also access lots of other resources.
2 - Hosting
Hosting is likely to be one of the greatest emission generators of your website. Get in touch with your current host and see what their environmental policies are. If you aren't satisfied with what you see or hear why not check out a carbon neutral or green supplier. Here are some examples;
3 - Image size
The design of you site can also have an impact on your websites carbon footprint. Think about reducing file sizes and compressing images where ever you can. The faster your site can load the less energy it is using - also a big win for your customer experience and your SEO!
4 - Green checkout
Implement a green checkout option. Do you want to show your customers that you are conscious of the impact that their purchases have on the environment or maybe you want to give them an option to be more involved. We have suggested some Shopify app integrations in this article - check them out and see if they could work for you.
5 - Packaging
Print in as few colours as you can for your packaging, especially the delivery packaging. Yes you want it to look good but the reality is the majority of packaging is eagerly opened and quickly discarded. If your logistics allow, you could also offer customers the choice or receiving used delivery packaging for a small discount. Reducing the ink and opting for eco-friendly inks is a good small step.
6 - Dark mode
Implement a dark mode on your website - no we don't mean taking it back to the dark ages but by reducing the number of colours, images, videos and fonts, you will increase the speed of your site and ultimately take less energy to load. There are lots of ways you can toggle between modes so it needed disrupt your branding but it can give a loyal customer the choice to reduce their footprint.
7 - Engage
With all of these tips you should be talking to your customers about what they mean and why you are doing them. You can do it directly on the site or you can use your other social and communications channels. Not only will you be helping to educate your customers and help your brand to resonate with them but it also gives you another opportunity to engage with them. Give, give and then give so more and one day when they want something you will be the first brand or company that they think of.
It's not green washing and it's not all or nothing. We believe that small environmentally friendly design and development choices can reduce your footprint and can enhance your customer experience - win win right?!
