Real talk – “the cloud” is not actually a cloud.
True story, but it’s not floating gently in the sky alongside birds and weather balloons.
It’s a global network of energy-hungry data centres, cables, and servers… all buzzing away 24/7 so we can access photos, emails, documents, websites (like this one!), and apps on demand.
And just like your lights, fridge or car, all of it uses energy. Which means:
The internet has a carbon footprint. A big one.
The internet might feel invisible – but it’s not impact-free.
What is the cloud, really?
“The cloud” is just a shorthand term for data centres… and these data centres aren’t small.
They’re huge buildings full of servers and hard drives – all running non-stop and cooled by massive aircon systems – that store and manage your data.
Instead of saving a file to your local computer, you save it to a remote server (possibly on the other side of the globe!) so it can be accessed from anywhere. It feels seamless, but behind the scenes, your data is being transferred via cables, bounced off servers, and stored on hardware that requires constant power to run and cool.
Generally, each data centre needs:
- Constant electricity to power the servers
- Cooling systems to prevent overheating
- Backups, firewalls, maintenance, physical security – the works.
There’s nothing fluffy about it.
If you’re running a sustainability-focused organisation (or you just care about the planet), here’s why all that ↑ up there matters.
Every click, upload, and stream uses energy. The cloud runs on electricity, not air.
Where your website "lives" and why that matters
Every time someone visits your website, the following happens:
- A request is sent from their device (phone, laptop, etc.)
- Your website’s server (in a data centre) responds
- Data is transferred back to the user and rendered on their screen
That entire chain uses energy at multiple points and it adds up fast.
If your site’s hosted on a green server (powered by renewable energy), great! If it’s not, those visits might be powered by coal, gas, or other fossil fuels. That means every view, click, download and form submission has a carbon cost.
Your website might be digital but it still lives in the real world.
And the more bloated it is, the more energy it demands to load.
How big is the internet's carbon footprint?
Bigger than you think.
The internet currently contributes almost 4% of global carbon emissions – that’s on par with the entire aviation industry.
Every year, that number climbs. (Especially with numerous new data centres being built around the world!)
Why? Because our digital lives are growing:
- We stream more videos
- We store more data in the cloud
- Websites get fatter and more feature-heavy
- AI and automation tools run 24/7 behind the scenes
And we rarely stop to ask, “Where is all this running? What’s powering it?”
Why "cloud" is clever marketing… AND a bit of a problem
Calling it “the cloud” makes it sound soft, dreamy, and clean. It’s clever branding but it’s also deeply misleading.
Because when something sounds weightless, we treat it that way.
We upload endlessly.
We assume it’s fine to leave websites bloated and unoptimised.
We treat digital space like it’s infinite, and impact-free.
But in reality, it’s more like leaving the lights on in a server warehouse across the world… for every single person who visits your site.
That’s why language matters. And that’s why this myth needs busting.
The cloud isn’t soft and fluffy – it’s humming servers and glowing data centres.
5 simple ways to tread lighter online
So, what can we actually do about it? The good news: small changes to how you host, design, and store your content can have a big impact.
You don’t need to unplug from the internet entirely, but you can reduce your digital footprint.
Here’s where to start:
1. Choose green hosting
Look for a web host powered by renewable energy or one that’s Green Web Foundation–certified.
2. Optimise your website
Shrink image sizes, remove unused plugins or scripts, and keep your pages lean. The faster your site loads, the less energy it uses.
3. Minimise unnecessary storage
Delete old backups, archive old email lists, and don’t store “just in case” files in your media library forever.
4. Audit your integrations
Third-party tools and plugins often load external scripts – every one adds load time and energy use.
5. Consider your content
Auto-playing videos, animated banners, and 15MB homepage slideshows? They’re beautiful… but not always worth the impact.
Want help making your site leaner and cleaner?
Let me introduce you to my Surge VIP sprint service – it’s like a website wellness retreat (minus the green juices but with more page speed wins!).
If you want your site to run faster, perform better, and leave a lighter carbon footprint – without losing visual impact! – I’ll spend a day optimising your setup and removing the digital bloat.
Where to from here
The cloud isn’t evil. But it’s also not invisible.
It’s powered by real machines, in real buildings, using real electricity, all of which creates a very real impact on the planet. The more we understand that, the more intentional we can be about what we build, share and store.
Next time someone says, “Don’t worry – it’s in the cloud!” – you’ll know better.
Because the internet doesn’t have to cost the Earth.
Your digital choices matter.