- The Saas sector is left behind in the consciousness of sustainability and industry
- Digital emissions are growing rapidly and AI is accelerating the environmental impact
- Ecosend is fully executed in renewable energy and responsibility for digital infrastructure without server
Sustainability is not a word that most people associate with SAAS. Unlike sectors that depend largely on physical infrastructure or global logistics, the software industry often escapes scrutiny when it comes to environmental impact.
With the carbon cost of the increasing digital activity, especially in the AI era, that is beginning to change.
Since its launch just over two years ago, Ecosend, a email marketing platform, has been fully executed in renewable energy and infrastructure without server. I talked to James Gill, the company’s founder and CEO, to understand what prevents Saas from being truly sustainable, and what will be needed so that the industry leads, does not delay, in the construction of a greenest digital future.
What does it mean to be sustainable for an online business like yours? How do you evaluate/monitor your sustainability?
In Ecosend, sustainability is not just a fashion word or late occurrence. It is baked in our same DNA as a company.
Since we launched Ecosend just over two years ago, we have executed our platform with completely renewable energy and the latest ‘without server’ technology. Being “sustainable” means that our planet must be in the heart of each decision we make and every corner of our product. Historically, SAAS companies have avoided the level of scrutiny around the sustainability to which other industries have been exposed.
Companies operating in hardware, transport, supply chains, etc., have begun to adapt to more sustainable practices as a result of this scrutiny. We firmly believe that SAAS companies should adapt in the same way, to actively take us all to a better future, instead of continuing back.
To help us monitor our commitment to sustainability, we not only trust internal processes, but of accreditation and external reports. We are certified by ‘Green Small Business’, as well as members of Good Business Charter, average 1%and Terra letter. In addition to this, we are currently in the certification process such as B Corp.
As a SAAS supplier, what are the biggest obstacles you have found on your trip to be more ecological?
One of the biggest challenges we face is common to many companies that work in the sustainability space, and that is a lack of awareness. Few people are aware of the carbon cost of our digital activities and, nevertheless, if ‘Internet’ were a country, it would be the fourth most polluting nation in the world.
Taking an email specifically, more than 360 billion emails per day are sent according to statista research. Each email can have a carbon cost of up to 26 g. However, few sellers are aware of the environmental impact of their campaigns. While many of us can understand the impact of boiling a teapot, the impact of digital activities such as sending an email seems more difficult to wrap the head.
So, the first challenge is to raise awareness. Secondary to that challenge is to motivate change.
One thing is that a company is aware of the environmental impact of its online activity, but motivating them to migrate their email service provider, data and campaigns is another.
We dedicate a lot of effort for migration to be as easy as possible for companies, to help eliminate inertia associated with software change. This includes personalized import tools and dedicated incorporation sessions with our support team to facilitate the process for companies that are interested in making the change.
In an ideal world, what would be needed for editors like us to inform more about the ecological credentials of SAAS suppliers?
I think a starting place would be a better awareness of the scale of the challenge. Digital emissions are often behind reporting on other high broadcast activities, such as air trips. But the ‘invisibility’ of digital emissions should not mask their scale or impact.
With the recent meteoric increase in AI, the impact of digital emissions will only continue to grow and feel more intensely.
The motivation of ‘carrot’ to Saas companies to improve their sustainability credentials will only take us so far. But the increase in the coverage of the editors in the digital sustainability sector will lead to greater regulation among the ecological credentials of the SAAS companies. This will play an additional ‘stick’ factor to motivate companies to change best practices and reports. Both are necessary to facilitate change.
Ecosend has sustainability built in its nucleus as its USP. How different is the composition of your audience compared to your classmates?
We are lucky to work with hundreds of dedicated B Corps organizations, beneficial organizations and purpose organizations, for whom the concepts of sustainability and holistic capitalism are rooted in their central spirit.
Our clients are ambitious and determined to grow in a profitable way, but the key difference is that this growth never reaches the expense of people or the planet.
If they are entrepreneurs, SME or large corporations; We learn a lot about our client’s efforts to boost digital sustainability, and we are delighted to support them in their mission.
The AI has been acclaimed as the solution to the enigma of sustainability and the destroyer of the forests. What is your opinion about this?
The emergence of AI presents the threat and opportunity. The decisive factor will be in how AI is implemented. Currently, it is estimated that Chatgpt will use around 39.98 million kWh per day. That is more than the annual energy consumption of more than 100 nations.
The frivolous use of AI will only sink us below a path in which we should not be. That said, if we can consciously take advantage of AI, we can use it to create a better future. Whether you are automating Complex ESG reports, evaluate the sustainability credentials of a large supply chain or increase the efficiency of the administrative tasks of corporations; There is a margin for AI to serve us, instead of contributing to our disappearance.
If the use of AI is both limited and conscious, then I think it can be a solution for the sustainability challenge. Unfortunately, current trends seem to show that the opposite is the case.
Where are you going here? How does it become even more sustainable?
We are currently in the certification process such as B Corp. The process to apply and maintain the B CORP certification will ensure that our company is maintained to the high standards of B Corp for ethical and sustainable commercial practices. Through this application, we will be publicly responsible for ensuring that “we walk the walk of sustainability, ethics and community throughout our company, software platform and supply chain.
Beyond our B Corp application, we regularly review how to improve our sustainability credentials. These reviews have led us to assume a more active role in our local community, through volunteering in food banks and conservation sites throughout London.
An example of forms that we have evolved: we have always sent a gift to our business clients every Christmas. We are changing baskets to send donations to Beam, an organization that supports people who experience homeless people in the United Kingdom to find stable job and accommodation. So far we have sponsored more than 50 clients through our association.
In addition, we recently added a new tree planting partner to our ecosystem to improve monitoring and reports where the trees of our clients are planted.
While we are proud of what we are doing, we know that the world needs more, more of us and more of all companies. We are excited to press ourselves to make more and more to protect our native planet and inspire others to follow.
