Episode 117: ‘The Green Web - Why purpose-led websites are falling short and, how to fix it’ with Suzie Mills and Tim Brann, Co-Founders Oxygen Communications

In this episode of Can Marketing Save the Planet, we are joined by Suzie Mills and Tim Brann, two of the co-founders of Oxygen Communications. We were keen to learn more about their research findings into the sustainability of UK purpose-led websites, which reveals a troubling disconnect between organisations' sustainability intent and their digital execution.

Born during the first COVID lockdown, Oxygen Communications emerged from a desire to build an agency rooted in sustainability, accessibility, and inclusivity. Their recent research and report uncovered that many organisations, including B Corps, environmental charities, and sustainability consultancies are inadvertently contributing to the digital carbon problem. As Suzie explains, "The digital emissions sector is higher than the aviation industry, and yet the knowledge about the aviation industry is so huge.” The lack of understanding from a B-Corp perspective highlighted a gap in their current certification standards, although upcoming updates are set to change that.

The research identified two primary barriers: a profound lack of awareness that websites even have a carbon footprint, and for those who are aware, it remains a low priority, consistently deprioritised against competing demands. Tim emphasised the opportunity that sustainable websites bring and how, “They aren't just good for the planet, they're good for business. They load quicker, are easier to access and navigate, there's a clear business case." Crucially, the team argues that small, low-cost changes like compressing images, removing auto-play videos, and choosing green hosting, can make a significant difference in emissions without requiring a full rebuild.

A powerful example from their work, a simple audit for a hospice revealed that a tiny image of the Queen in the footer, present on every page, was a major emissions culprit. Reducing that single file size by 90% delivered a site-wide carbon saving. "Small things can make such a significant difference if you know where to look and what to do."

Looking ahead, Suzie and Tim for would love genuine collaboration between marketing and web design teams, aligning success metrics around sustainability from the very start of any project, and embedding digital sustainability into organisation-wide strategy and policy.

Tune in as we talk to Suzie and Tim about:

• Why even purpose-driven organisations have unsustainable websites.

• The two key barriers to action: lack of awareness and competing priorities, and how to overcome both.

• Practical, low-cost changes any Marketer can make today to reduce their website's carbon emissions.

• Why authentic storytelling means being transparent about both successes and areas for improvement.

• Grounding claims in measurable impact.

• The vital role of collaboration between marketing and web design teams to make sustainable digital practices the norm.

You’ll find links to the useful resources and signposts mentioned throughout the podcast here:

• The Report: https://designedbyoxygen.com/resources/sustainable-intent-unsustainable-web-why-the-gap/

• Sustainable Comms Guide: https://designedbyoxygen.com/resources/guide-to-sustainable-communications/

• Inclusive Comms Guide: https://designedbyoxygen.com/resources/guide-to-inclusive-communications/
  A Masterclass we held a while back: https://designedbyoxygen.com/resources/sustainable-design-masterclass/

• Website Sustainability Audit: https://designedbyoxygen.com/what-we-do/website-sustainability-audit/

• General news & views all related to sustainable & accessible design practices: https://designedbyoxygen.com/exhale/

• And finally, this is the webinar Suzie mentioned! https://www.myvision.org.uk/disabled-user-testing/

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