There is an urgency for more conscious thinking in digital design, and it is time we address it. Alongside the growing demand for digital designers — with The US Bureau of Labor Statistics predicting that overall employment of web developers and digital designers will grow 16 percent from 2022 to 2032, much faster than the average for all occupations — there’s an increasing number of businesses seeking sustainable and ethical solutions. The digital design industry will need to meet this demand, meaning that we as professionals need to reflect on how to adapt our practices to ensure that what we create has a positive impact on people, society, and the planet.
This begins with acknowledging that the Internet and digital technologies have a substantial carbon footprint. According to the 2018 Mozilla Internet Health report, the Internet produces as much CO2 as the global air travel industry. A projection suggests that worldwide carbon emissions, originating from various internet activities, may account for approximately 8 percent of the global total by the year 2030. Furthermore, research shows that the average digital designer’s annual carbon emissions are equivalent to a one-way flight from Amsterdam to Lisbon.
Needless to say, we have a responsibility to put the issue on the agenda. But are we actually doing so?
Designing Responsibly With and For Young Generations
While statistics show that 50% of a website’s carbon footprint comes from the design elements, only 37.7% of students in the field of design report having been taught about sustainable design by their educators; this indicates that greater efforts should be made in education. For future generations of creators to possess the skills to make responsible design decisions, principles and a mindset focused on ethical and sustainable design must be introduced and discussed right from the start.
Education allows us to lay the foundation for a better, more sustainable future. This also means that we have an opportunity, and perhaps a responsibility, to tailor our designs to the new tech-savvy generations. Each generation carries its own distinct characteristics, and this, in turn, shapes the factors that influence them.
As stewards of digital design, we possess a dual potential for impact. Firstly, we can create designs that actively engage young individuals in global issues such as climate change. Secondly, we hold the power to shape their personal digital carbon footprint by influencing their user behavior through thoughtful design.
The Critical Role of Design Thinking for a More Sustainable Future
Designers have a considerable duty regarding the products they bring into existence. The decisions we make in our design process have a direct impact on how people perceive and absorb information and ultimately influence their behavior. Consequently, it is crucial that we analyze our work from a wider viewpoint, going beyond the perspectives of users, businesses, and technology.
This is where human-centered design and the need to rethink this approach come into play. For those unfamiliar with the concept, human-centricity is an approach and methodology that prioritizes the end user’s needs, preferences, and behaviors. It essentially places the human experience at the forefront of the design process, ensuring that solutions are not only functional but also highly user-friendly and responsive to real human needs.
While this approach has proved valuable throughout the years, zooming out and examining the overall system in which users and businesses operate will be crucial for our industry to become more sustainable. What if, rather than only focusing on minimizing inconvenience and reducing friction, we created designs that encourage individuals to reflect on the consequences of their choices? What if we provide them with reasons to transition from the most convenient options to the most sustainable ones?
Design has the power to influence human behavior, and that makes the role of responsible design thinking critical for a more sustainable future.
Actionable Steps to Make an Impact
Being responsible in design means taking a thoughtful approach to our digital creative work while recognizing that it’s a gradual process. Regardless of the sector, whether it’s UX or graphic design, it’s essential to take steps to mitigate the negative impact of our industry. Fortunately, there are several immediate actions we can initiate.
Calculating the carbon footprint of one’s website and looking into whether it’s hosted on servers powered by 100% renewable energy should be a starting point for any company looking to reduce carbon emissions. There are a variety of tools that can help with that, one of them being Website Carbon Calculator, a free website carbon calculator to help raise awareness and inspire a more sustainable internet.
The presence of images and videos on the web undoubtedly adds vibrancy. However, they also bring the bulk that significantly impacts the performance of websites as they offer a faster and more accessible medium for consuming information compared to lengthy text paragraphs. As a result, design professionals must prioritize striking a balance between image quality and file size and consistently use image compression services. Additionally, it is essential to develop a habit of actively considering brevity and, whenever feasible, opt for a video hosting platform powered by renewable energy. Autoplay, which is not energy-efficient, should be employed wisely.
Lastly, adopting a more discerning approach when choosing clients is also something we as industry professionals need to do more of; reflecting on what industries our clients engage with, the projects they undertake, and the environmental footprint of their work is crucial to consider. This goes hand in hand with promoting a non-judgmental approach and a learning culture among industry peers.
Digital Design Should Make a Positive Impact
No one sits on all the answers or solutions, but there are plenty of actionable steps for us to take to start making an impact, and initiating a culture of learning and sharing serves as the crucial first stride. As digital designers, we have a responsibility to address the hidden carbon impact of our work and embrace sustainable and ethical design practices. By prioritizing education, designing responsibly for young generations, and adopting a more discerning approach, we can make a positive impact on people, society, and the planet.
Working together, we can develop innovative solutions and approaches that minimize our ecological footprint and create a more sustainable and environmentally conscious digital landscape. Taking actionable steps and fostering a culture of learning and sharing will be essential for creating a more sustainable future in digital design.
