The internet has a carbon problem. This site is part of the solution.
The cloud now produces more carbon emissions than the global airline industry. Data centres, websites, streaming, and every click in between account for roughly 3.7% of all global CO₂ emissions — and that number is rising fast. Most people don't think about it. We do.
This site is rated A.
97% Creative is cleaner than 93% of websites globally, measured against the Sustainable Web Design Model (SWDM v4) — the accepted international standard for estimating digital carbon emissions.We built this site to be lightweight by design. Every page, every image, every line of code has been considered. Not because it's trendy, but because good design shouldn't cost the earth.The carbon tracker at the bottom of your screen shows the real-time footprint of your browsing session. It's there to make the invisible visible — because awareness is the first step toward change.
What we believe.
Creativity and climate are not separate conversations. The same thinking that solves creative problems can solve environmental ones. Design shapes behaviour, and behaviour shapes the planet.97% Creative exists at the intersection of creativity and responsibility. We believe:Good design is light design. Every unnecessary asset, bloated script, and oversized image adds weight — and carbon. We strip back to what matters.Transparency builds trust. The carbon tracker on this site isn't performative. It's a commitment to honesty about the cost of digital.The industry must lead. The creative and tech industries built the internet. We have a responsibility to make it sustainable.
Design Declares.
Ben Rennie serves as Chair of Design Declares Australia — a growing movement of designers, studios, agencies, and institutions declaring a climate and ecological emergency.Design Declares calls on the design industry to acknowledge the crisis and take meaningful action. At launch, the Australian chapter had 58 signatories including Frost, Koskela, Good Design Australia, and Mek Studio, with over 930 worldwide.This isn't a badge. It's a commitment to repositioning design as a solution to the climate crisis — not a contributor to it.Learn more at designdeclares.com
B Corp certified.
Reny Studio, Ben's design agency, is a certified B Corporation — meeting the highest verified standards of social and environmental performance, transparency, and accountability.B Corp certification means the business has been independently assessed across governance, workers, community, environment, and customers. It's proof that profit and purpose can coexist.
The numbers.
Fact | Detail |
Internet's share of global CO₂ | ~3.7%, comparable to the airline industry |
Average webpage CO₂ per visit | ~0.5g CO₂e |
97% Creative CO₂ per visit | Significantly below average (rated A) |
Design Declares AU signatories | 122+ studios and institutions |
Design Declares global signatories | 1200+ worldwide |
Rennie Lab | Certified B Corporation |
What you can do.
Check your own site. Use websitecarbon.com to measure your website's footprint.Declare. If you're a designer, studio, or agency, join Design Declares at designdeclares.com.Ask questions. Ask your hosting provider about renewable energy. Ask your developers about page weight. Ask yourself if that autoplay video is worth it.Start small. Compress images. Remove unused scripts. Choose green hosting. Every kilobyte matters.97% Creative is built on Ghost, hosted with sustainability in mind, and designed to prove that beautiful digital experiences don't have to come at the planet's expense.