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The internet is dirty. Data transfer requires electricity, which creates carbon emissions — and this leads to climate change. The Low Impact website reduces data transfer by up to 70% in comparison to our regular website.

The low impact manifesto

A Low Impact website:

1. Does not load any images before they are actively requested by the user.
Image loading illustration
2. Minimizes the power consumption on the users device.
Minimized power consumption - battery
3. Adapts to reflect the amount of renewable energy it’s currently running on.
Renewable energy - light bulb
4. Informs the user of the impact of their browsing behavior.
User browsing behaviour - search icon
5. Does not make use of videos.
Video usage - play button
6. Stores data locally on the user’s device to minimize data transfer.
Store data locally - mobile phone data transfer
7. Compresses all data to the greatest extent possible.
Data compression - world wide web
8. Loads only the most crucial programming scripts, frameworks and cookies.
Loading only important scripts, frameworks and cookies
9. Limits the amount of light emitted by the screen.
Light emitted by screens - sun illustration
10. Optimizes and limits the use of custom fonts.
Custom fonts - typography illustration
Transparent code

We decided to make the source code of the Low Impact Website publicly available for companies wanting to make their own website greener. Check it out on Github


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Carbon intensity: 0g CO2/kWh
Our server’s carbon intensity is currently .... This site will continuously adapt to reflect the amount of renewable energy it’s running on.
  • Lowest
    Full resolution photos available
  • Low
    No animations available
  • Medium
    Low quality photos available
  • High
    Only illustrations available
  • Highest
    Our site closes down
What, why, how?
Arrow pointing down

The internet uses electricity.
Quite a bit.

Internet energy consumption illustration
The Low Impact version of our website reduces the carbon emissions associated with online shopping by up to 70% in comparison to our regular site. This is done by getting rid of most of the data-heavy elements like images and videos.
The Internet is accountable for 3.7% of the world’s carbon emissions. This is because an enormous amount of electricity is required to run data transfer centers around the world.
We have formulated a set of 10 guidelines to help radically limit the amount of data transfer required to run an online store or website. We call it “The Low Impact Manifesto”.