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Sustainability Update – 2025

24 February 2026

Our first Sustainability Pledge was published in December 2020 – setting out our plan of action to try and become a more environmentally sustainable company. 

Since then we’ve shared regular updates about what we’ve managed to do, as well as what we haven't – and why.

Update on 2025's actions

Here’s how we've got on with our 2025 pledges over the past year:

✅ Work out our approach to AI

Kate shared these helpful tips about balancing the benefits of AI with its not-so-so-great aspects. We also formulated our first AI policy. As with any fast-changing technology, however, we will regularly review our approach and policy, to balance positive business benefits with the negative impacts – including environmental.

✅ Move from Mailchimp to Ecosend

We moved our regular emails (monthly newsletter and Client Quarterly) to Ecosend in October 2025. Ecosend was built from the ground-up to be as environmentally sustainable as possible – and they plant trees for every email sent. Being picky, the reporting data isn’t quite as easy to decipher as it is in Mailchimp, but overall, this is a really positive move. 

(Ecosend was recently name-checked in this Digital Culture Network webinar – Sustainable Email Marketing: How to be green AND grow)

✅ Carbon Literacy Training for new Supercoolers

As of October 2025, the latest tranche of Supercoolers is certified ‘Carbon Literate’! We plan to continue providing Carbon Literacy training every so often, as the team grows.
 

🤓 Improve the work we create with – and for – clients in terms of sustainability

This isn't strictly 'ticked off' because it's an ongoing and long-term pledge. As part of this, however, we’ve started gathering carbon data to compare new websites we build with what organisations had previously. We also benchmark websites against Cultural Website Sustainability Benchmarking Report data.

A laptop is sat, open, on a bed of moss in a verdant, light-dappled woodland. On the laptop is the cover of a report: on a green background are the words “Cultural Website Sustainability Benchmark Report 2025”. To the bottom right is the Supercool logo.

✅ Compile and launch the Cultural Website Sustainability Benchmarking Report – 2025

Between February and April 2025, in collaboration with our friends Digital Carbon Online, we tracked the carbon footprints of the most popular pages on 68 cultural organisations’ websites. 

Published in July 2025, the full report is freely available to anyone in the sector – so that everyone can benefit from the findings, and everyone can better understand how to reduce the impact of their own websites: Cultural Website Sustainability Benchmarking Report 2025

So, 2025 was quite the productive year. We achieved a lot, and laid a lot of groundwork for the future. Speaking of which, we'll publish our 2026 Sustainability Pledges soon – watch this space.

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