Tech that doesn’t cost the earth

Our goal is to solve problems with technology, without creating more. So, as digital transformation accelerates, Earth Day (22 April) was an opportunity to ask a critical question: What kind of impact is our tech really having on the planet? 

From cloud infrastructure to AI and device procurement, every choice we make carries a footprint. And if we want a future that’s both connected and sustainable, we need to be more intentional with the technology we use, and how we use it. 

Here are some of the ways we talk to our clients about making informed, practical decisions about the tech they choose. 

1. The real cost of the cloud 

Cloud computing has become the digital default: scalable, cost-effective, and convenient. But just because it’s in ‘the cloud’ doesn’t mean it’s impact-free. 

Behind every click, upload, and AI query is a network of physical data centres: massive, energy-intensive facilities that store and process our data 24/7. Globally, data centres already account for about 1–2% of electricity use, and this is expected to grow significantly as AI and high-performance computing ramp up. 

But it’s not just about how much energy they use, it’s about where that energy comes from. Some cloud providers are still heavily reliant on fossil fuels, while others are investing in renewable energy, carbon transparency, and greener infrastructure.  

The ICT sector’s carbon footprint could be reduced by over 80% if all electricity consumed came from renewable energy sources. We looked into how the three big cloud providers - Microsoft Azure, AWS and Google Cloud - stack up in more detail in a previous post: How environmentally friendly is your cloud hosting?  

2. E-Waste: Out of sight, out of mind? 

In Aotearoa alone, we generate an estimated 99,000 tonnes of e-waste each year — and most of it ends up in landfill. This includes everything from laptops and phones to servers and printers. These materials don’t just disappear, they leak toxins, contribute to global waste streams, and represent a massive loss of recoverable resources.  

Aotearoa has no legislation around the management of e-waste, and only around 2% of e-waste in Aotearoa is formally recycled in a well-managed way. As part of the Brightly commitment to reducing and recycling e-waste, we work on a principle of first upgrading, repairing, or both. When equipment needs to be replaced, we ensure that e-waste collection is included in the process. We’ve been recycling our e-waste with Echo Tech (formerly Computer Recycling) for the past six years, diverting over 700kg of e-waste from landfill in the past financial year alone. 

3. The rise of AI 

AI is revolutionising the way we work, but beneath the surface, it comes with a growing environmental cost. Training a single large AI model (like GPT or image recognition systems) can generate as much CO₂ as five petrol-powered cars over their entire lifespans. And that’s just the training phase. Running these models, especially when embedded into everyday tools and processes, means more energy, more data centre load, and more emissions. 

We’re seeing businesses rush to integrate AI into everything from customer service to operations, yet many organisations adopt AI without a clear strategy or a full understanding of the energy and infrastructure it consumes. 

That doesn’t mean we should steer clear of AI. But it does mean we need to use it more thoughtfully. At Brightly, we help organisations evaluate where and how AI makes sense, balancing its potential with its environmental footprint.  

4. Mindful procurement 

Choosing sustainable technology isn’t about sacrificing innovation; it’s about making smarter, more intentional decisions at every stage of the tech lifecycle. 

Some of the steps we help clients take include: 

• Prioritising devices and infrastructure with recognised sustainability standards — like EPEAT-certified hardware, which meets strict criteria for energy efficiency, materials selection, and design for end-of-life recovery. 

• Extending device life through repairs, upgrades, and modular hardware where possible, rather than defaulting to replacement. 

• Implementing procurement policies that support the circular economy, such as buying refurbished hardware, leasing equipment, and ensuring responsible e-waste management. 

• Consolidating underused platforms to reduce duplication, unnecessary energy use, and waste. 

Mindful procurement might seem like a small lever — but it’s one of the most powerful ways to reduce emissions, lower costs, and drive systemic change across the tech industry. 

Sustainability is more than just offsetting.  

It is an intrinsic part of our impact model — and a lens we apply to every project, platform, and partnership. It’s about aligning your tech stack with your values, and taking responsibility for the systems we create and maintain. 

We’re here to help you use technology not just more strategically, but more sustainably. If you’d like to assess how sustainable your current tech strategy is, get in touch — we’d love to help.