Happy Earth Day: How "green" is your web host?

Today is Earth Day, and the occasion is perfect to remind everyone that you can do your part to keep the planet nice and clean by choosing the right "green" hosting provider.

A web server, like any electrical appliance, is an indirect source of pollution. Rising eco-awareness is making many web hosting companies to go green and offer environment-friendly services to their customers. Some providers are completely powered by renewable energy sources that they own and operate, like solar and wind. Others buy electricity that is generated by utilities that offer a “green” option of electricity, generated through solar, wind, bio mass, or hydroelectric. Still others do not use electricity from alternative sources directly, but instead purchase credits that offset their carbon footprint through things like investment in renewable resource research or the planting of acres of trees.

What is the best option for a modern, ecology-minded person, who wants to make sure his internet presence does not have a negative impact on the real world?

Carbon footprint and carbon offset credits explained

Traditional energy sources and fossil fuels emit greenhouse gases, which are measured in tons of carbon dioxide-equivalent, carbon dioxide (CO₂) being the most common poluttant. Greenhouse gases are also released in the production, usage and breakdown of various products -- from the factory, through the home, and finally, into the landfill. Thus the carbon footpint of a country, office building, or a vacuum cleaner, is the amount of CO₂ released into the atmosphere as a result of day-to-day operation. An American has an average footprint of about 20 tons of C0₂, a citizen of the UK -- 12 tons, and the global average is four tons.

There exists a carbon emission trading mechanism, which allows people and individuals to invest in alternative power sources and environmental projects by spending money on "carbon credits." People who wish to lower their carbon footprint can purchase these credits on a voluntary basis, thus offsetting partly their negative impact on the enviroment. Ideally, the process of purchasing credits and directing the money to environmental projects will be diligently overseen by a controlling agency.

"Environmentally friendly" has moved from the fringe to the mainstream. It is fashionable to promote your tiny carbon footprint. Green is the New Black, and this is not a bad thing. Even if some of the things that are being done are symbolic and have little impact on helping the planet directly, increased awareness of the issue is bound to lead to real changes.

Web hosting and carbon emissions

Where do web servers come into this? Annualy, a single server uses energy equivalent to about 100 gallons of petrol, emitting the same amount of greenhouse gases as a typical automobile. This may not seem like much, but there are millions of servers worldwide, and the internet is growing, while web application are demanding more bandwith and processing power. It all adds up, and here is an interesting hypothetical example -- if one were to recreate the entire landmass of the Earth into the MMO Second Life, using current technology, it will take 2.3 billion servers, which will then require 150 nuclear rectors to power them¹. Admittedly, this extreme example serves more to prove that the Earth is huge than to illustrate the energy use of servers, but the point is there -- the internet is an energy hog.

As a whole, the global IT industry is responsible for about 2% of carbons emissions. For comparison, the avio-industry contributes less than 4% to the total amount of emissions.

So, which is best?

Some hosting companies will go for carbon credits, effectively giving a part of their profits to a third-party "green" initiative. But any positive effect on the environment may be lost if they keep running the same inefficient hardware powered by the same polluting traditional power sources. Only a part of the value of purchased carbon offset credits may go towards renewable energy. In some cases, regulation of the procedure is inefficient, and that fact has been the subject of significant criticism². Some of the projects sponsored with the credits you purchase -- like large scale bamboo planting, may turn to be harmful in the long term³.

In contrast, other companies will try to steer clear of the whole credits thing by taking the initiative and becoming a source of clean energy themselves. With alternative power sources becoming cheaper (and traditional become more expensive), there are now hosts that power their servers entirely using solar or wind power. Companies can use more energy-efficient processors and innovative datacenter cooling solutions. They should put their money into new technologies and practices, and not simply stick a "green host" badge on their site.

Relatively small companies like ThinkHost and GreenestHost make a responsible decision by offering Green energy certificates and generating their own power, respectively. On the other side of the company size spectrum, tech giant Google has converted its California-based headquarters to solar power.

If you wish to make a difference with your choice of a web host, you will need to take the time and examine what kind of company you are enlisting with: the one that uses the "green" buzzword as a marketing scheme, or someone who is investing into environment-friendly technology. We just have to be careful to not get caught up in the hype and accept that something is green because a marketing executive says that it is.

Sources:

1. Technology Review: Second Earth
2. Nature: Policing the voluntary carbon market
3. Bamboo Flooring- Is It Really Treehugger Green?