Agency: Isobar Poland | Market: Multi-market project
Client: Wella Company

At the end of 2019, the new vegan and ecoethical brand of haircare products, weDo/Professional, had been launched. To reach customers, the product had to appear on the internet. But how could we do that in an ecological way?

Recent studies suggest that the carbon impact of the internet, digital systems and gadgets could be equivalent to that produced by the airline industry. This is because the information that is displayed on your screen travels a long and complicated road. From server to server, from country to country, and even from continent to continent, increasing the content’s carbon footprint.

As a technology partner of its parent company, Wella Company, we asked ourselves the question: What can we do to support the brand’s ecological and ethical ambitions? We used a static site generator along with a content management system. This means that the website needs a minimum number of server processes. Optimisation in terms of content delivery has significantly shortened the path taken by queries. Information in HTML code is provided to the user from the geographically nearest server. This requires a minimum amount of electricity and produces a minimal carbon footprint, setting a new standard in the design of environmentally friendly websites.

Most importantly, the website is in line with weDo/ values and with Wella Company’s global sustainability strategy. Cristelle De Gols, Global Digital Director weDo/ Professional, said:

“We sometimes don’t realise the impact that we are making. In our daily lives, in the way we consume, in the way we produce. As a brand, it is our responsibility to understand the impact we are making and act on it. This is especially true in the digital world, where the link with pollution and carbon impact might seem less obvious. It is actually dramatic – the transmission of data via the internet contributes to 4% of our greenhouse gas emissions! weDo/ is on a mission to help people transition to a more sustainable lifestyle, so it was key for us to find a solution to decrease the impact we are having on our digital platforms and keep learning about how to reduce it further.”