By Jennifer Holmes, London Internet Exchange (LINX)
This chapter is an excerpt from Greener Data: Volume Three, launched on Earth Day 2026. Featuring perspectives from 75+ sustainability leaders across the digital infrastructure ecosystem, the full book is available now on Amazon.
The digital revolution has fundamentally changed every aspect of modern life. Artificial Intelligence systems process vast datasets to power everything from medical diagnostics to autonomous vehicles. Streaming services deliver high-definition entertainment to billions of viewers simultaneously. Cloud computing has become the backbone of global business, enabling remote work, real-time collaboration, and instant access to information from anywhere on the planet. Social media platforms connect people across continents in milliseconds. Each of these innovations, while remarkable, comes with an insatiable appetite for data.
This explosion of data consumption shows no signs of slowing. Every video streamed, every AI model trained, every file stored in the cloud requires energy to process, store, and transmit across networks spanning the globe. The infrastructure supporting this digital ecosystem operates 24 hours a day, 365 days a year, consuming electricity at a scale that’s becoming increasingly difficult to ignore.
As we stand at the intersection of technological advancement and environmental responsibility, a critical question takes shape: how can we sustain the digital infrastructure our world depends on without compromising the planet’s future? The answer requires innovative thinking and collaborative action across the entire digital ecosystem. At the heart of this transformation lies an often overlooked piece of internet infrastructure: the Internet Exchange Point.
The IXP as a Sustainability Solution
An Internet Exchange Point, or IXP, is a physical location where multiple networks, Internet Service Providers, Content Delivery Networks, cloud providers, and other network operators come together to exchange traffic directly through a process called peering. Rather than routing data through multiple intermediaries across vast distances, IXPs enable networks to connect and exchange traffic locally and efficiently. Think of an IXP as a town square for the internet, where networks meet to hand off traffic directly to one another.
Instead of each merchant traveling door-to-door across the entire city to conduct business, they all come to this central marketplace. A baker selling bread to a florist doesn’t need to travel across town — they simply meet in the square, exchange goods, and both go on their way. The town square becomes an efficient hub that minimizes unnecessary travel while maximizing connections.
An IXP works the same way for internet traffic. Without an IXP, if an ISP wants to send data to another network (say, Meta’s content delivery network), that traffic might have to take an absurdly inefficient route, perhaps traveling to another country, bouncing through multiple transit providers, and then coming all the way back to reach a destination that’s physically just across the city.
The environmental benefits of IXPs stem from addressing one of the internet’s most wasteful practices. When networks don’t peer directly, tromboning adds latency and multiplies energy consumption at every hop. IXPs eliminate this waste by enabling direct exchange of traffic between networks.
The efficiency gains are dramatic. A packet that might have traveled through five or six different networks, crossing international borders and consuming energy at each router, switch, and transmission link along that extended path, can instead move directly from source to destination in a single leap. The reduction in latency is substantial: a packet traveling from Los Angeles to San Francisco via an IXP might take just 5 milliseconds instead of 20+ milliseconds through a transit provider.1
The reduction in latency is measured in milliseconds, but the reduction in energy consumption compounds across billions of data packets flowing through the internet every second. By reducing the physical distance data travels and the number of network devices it must traverse, IXPs fundamentally reduce the internet’s energy footprint. Access speeds can improve up to 10 times when traffic is routed locally versus through international transit routes.2
The efficiency advantage extends beyond simple routing, though. When networks use transit providers instead of peering directly, they’re essentially paying for the inefficiency, both financially and environmentally. Transit requires maintaining connections to multiple upstream providers, each operating its own infrastructure. Direct peering at an IXP means networks share a common, optimized infrastructure. This consolidation enables better utilization rates, more efficient cooling systems in co-located facilities, and reduced redundancy — all contributing to a smaller environmental footprint per bit of data transferred.
IXPs can serve as catalysts for industry-wide change. By bringing together diverse networks in a neutral space, IXPs create an environment where best practices can be shared, standards can be established and collective action on sustainability becomes possible. When an IXP commits to environmental responsibility, it influences dozens or hundreds of member networks, multiplying the impact of every green initiative. This aggregation effect extends to advocacy and thought leadership. IXPs occupy a unique position to promote localized data flow, encourage efficient peering practices, and demonstrate that high-performance networking and environmental stewardship aren’t competing priorities; they’re complementary goals that reinforce each other.
The impact is measurable and significant. Consider the context: global data transmission networks consumed 260-360 terawatt-hours in 2022, representing 1-1.5% of global electricity use, with continued growth expected.3 Within this new energy landscape, IXPs serve as digital hubs that reduce the need for data to travel long distances, minimizing energy consumption through localization of traffic.4
LINX’s Commitment: An ESG Imperative
At London Internet Exchange (LINX), we’ve long understood our role in the internet ecosystem. As a leading global IXP, we’ve spent decades since our founding in 1994 facilitating efficient interconnection, supporting network diversity, and promoting the open internet. We operate exchange points that handle massive volumes of traffic daily, connecting hundreds of networks and enabling the seamless flow of data that modern society depends upon. Our technical infrastructure and neutral, member-owned model have made us a trusted partner for networks across the globe.
Today, we’re expanding that mission to encompass a broader responsibility: Environmental, Social, and Governance excellence. We see this as an opportunity to lead with purpose in the digital infrastructure landscape. Our structure, built on principles of collaboration and community, provides a natural foundation for this work. But foundation isn’t enough; we must build upon it with deliberate action and measurable progress.
I envision LINX evolving from operational strength toward a holistic model of ESG leadership. We’re committed to transparent governance that values diverse perspectives and ethical decision-making. We’re investing in our people and communities to help ensure the internet ecosystem we support remains open and accessible. At the same time, we’re addressing the environmental impact of digital infrastructure with the urgency it demands. This vision reflects our belief that the future of the internet depends on organizations like ours, those willing to lead with integrity and prove that technical excellence and sustainability can advance together.
LINX’s ESG Journey: Setting the Foundation
Every ambitious journey requires an honest assessment of where you stand. In 2024, we conducted a comprehensive audit of our environmental, social, and governance practices. This wasn’t a box-checking exercise designed to produce a favorable report. It was a genuine effort to understand our impact, both positive and negative, while identifying gaps in our approach and charting a course for meaningful, lasting improvement.
The process was thorough and, at times, challenging. Inspired, the agency guiding us through the assessment, examined every aspect of our operations: our energy consumption, our supply chain, our governance structures, our community engagement, our employment practices, and our data stewardship. They interviewed staff, reviewed policies, analyzed data, and benchmarked our operating methods against industry standards and best practices. The resulting action roadmap became our guide for moving forward.
Rather than pursuing performative initiatives or quick wins that would look good in a press release, we focused on building the measurement systems, governance structures, and community engagement necessary for sustained progress in the future. We know that authentic ESG leadership requires patience, rigor, and a willingness to learn, and sometimes to hear uncomfortable truths. This approach has proven valuable not just environmentally, but strategically.
The discipline of measuring our impact, engaging stakeholders systematically, and thinking long-term about sustainability has sharpened our overall strategic direction. ESG integration isn’t separate from business planning, it’s revealed new opportunities, helped us anticipate regulatory changes, strengthened relationships with members who increasingly prioritize sustainability in their vendor selection, and provided a framework for making better-informed decisions across the organization. The same rigor that makes for credible environmental stewardship makes for stronger business outcomes.
Our roadmap focuses on understanding LINX’s impact, identifying opportunities for improvement, and setting the foundations for long-term progress that will evolve as our understanding deepens and the industry advances.
First Step in 2025
In 2025, we started our journey focusing on translating commitment into action. Each initiative contributes to a larger transformation in how LINX operates and leads.
•Emissions measurement has been our critical first step. Working with sustainability experts, we’ve measured our Scope 1 and 2 emissions, direct emissions from our operations, and indirect emissions from purchased energy. We’ve also begun assessing Scope 3 emissions, including supply chain, business travel, and the broader ecosystem we influence. You cannot manage what you don’t measure, and you cannot credibly lead on environmental issues without transparency about your own impact.
•Policy integration means embedding ESG priorities into our overall business strategy rather than treating sustainability as a separate initiative. ESG considerations now shape planning sessions, procurement decisions, partnership evaluations, and operational choices. When LINX evaluates vendors, environmental impact is weighted alongside cost and technical capability. Every strategic choice includes environmental and social impact as part of the decision-making calculus, not as an afterthought.
•Community initiatives demonstrate our commitment to the social pillar of ESG. We partnered with Accent Housing Group during Get Online Week to support residents in over-55 social housing facing digital exclusion. Our team visited the estate, helped set up their computer room, and provided one-on-one assistance with devices, online safety, and connectivity issues. Digital inclusion is environmental sustainability’s often-overlooked partner; an efficient internet means little if large segments of society cannot access it.
•Sustainable events required rethinking practices we’d followed for years. We stopped gifting merchandise at LINX Member Meetings, with the exception of event t-shirts. Instead, we donate that money to industry-chosen charities through a participatory purple token voting system. Attendees place tokens in boxes representing different charities, and we divide donations proportionally. This has supported causes like Keep Ukraine Connected, Childnet, Citizens Online and Good Things Foundation. The feedback has been overwhelmingly positive.
•Local sourcing in Africa showcases how global operations can support local economies while reducing environmental footprint. For major African events, we now source and manufacture branded merchandise locally using regional artisans, such as raffia tote bags with African pattern fabric, document holders using Kenyan fabric, and keyrings featuring Africa’s Big Five animals. This supports local economies, dramatically reduces shipping emissions, and creates merchandise people actually value and keep.
Our Existing ESG Strengths
While our environmental journey is nascent, LINX has long demonstrated strength in social responsibility and governance. These commitments are embedded in our DNA as a member-owned organization.
Our social impact begins with employee well-being. LINX provides private health insurance, 24/7 mental health support, as well as trained mental health first aides. These are actively promoted and regularly used without stigma.
Our internal community integration extends into the broader internet community and local society, too. We advocate for fair and open internet policy, collaborate with London schools and colleges for internships and mentoring, and share knowledge through our “Learn with LINX” initiative. Through in-person and virtual technical training, we empower members with deep knowledge about BGP, peering, routing security, and network operations. In 2025, we collaborated with RIPE to host free training in London and delivered a two-day “BGP & Peering 101” course in Nairobi, Kenya. By sharing expertise, the LINX team is contributing to the long-term sustainability and growth of internet infrastructure in underserved regions.
Our governance foundation rests on transparency and accountability. LINX maintains clear strategic plans shared openly with staff, the board, and our membership. Our Board selection process is open and transparent, prioritizing diverse experience, perspectives, and geographic representation. We stay alert to macroeconomic factors, maintain rigorous security and compliance standards, and have never received environmental fines or penalties.
What to Expect from LINX Moving Forward
Our immediate environmental priority is completing emissions measurement and publishing our full carbon footprint covering Scope 1, 2, and 3 emissions. We’re committing to annual reporting that tracks progress and holds us accountable. We will set science-based reduction targets, transition to renewable energy, optimize operations for efficiency, and work with partners to reduce embodied carbon.
On the social front, we’ll continue building a more sustainable and inclusive future through expanded investment in people, education, and digital inclusion.
We’re committed to leading through interconnection, leveraging our network of members and partners to drive meaningful change. Our position as a neutral meeting ground gives us unique influence and responsibility to set standards and share best practices.
For governance, we’re publishing this first ESG report to outline our sustainability approach and transparently set out areas requiring improvement. We’ll formally document ongoing ESG initiatives through regular communications and systematically incorporate stakeholder feedback through membership surveys, advisory groups, and consultation processes.
We invite other networks, data centers, and infrastructure operators to engage in similar ESG efforts. The challenges we face require collective action. Together, through coordinated effort and mutual accountability, we can build a truly resilient, efficient, and sustainable global internet that serves all of humanity.
The IXP model, neutral, collaborative, and interconnected, offers a template for how our industry can address these challenges. Whether you operate a network, manage a data center, or provide internet infrastructure, you have the power to measure your impact, set meaningful targets, and drive progress. Start with what you can measure. Build the governance structures that ensure accountability. Invest in your people and communities. The path forward isn’t about perfection; it’s about commitment and continuous improvement.
The internet we’ve built together has transformed civilization. Now we must ensure it can sustain the generations to come. Let’s build the sustainable internet our world deserves.
RESOURCES
1. Macronet Services. “IXPs in the US and Internet Peering.” https://macronetservices.com/ixps-us-internet-peering/
2. Internet Society. “Internet Exchange Points Are Critical to Improving Internet Access and Lowering Connectivity Costs in Africa.” AfricaBusiness.com, July 6, 2021. https://africabusiness.com/2021/07/06/internet-exchange-points-are-critical-to-improving-internet-access-and-lowering-connectivity-costs-in-africa-says-new-report-from-the-internet-society/
3. International Energy Agency. “Data Centres and Data Transmission Networks.” https://www.iea.org/energy-system/buildings/data-centres-and-data-transmission-networks4. MIX (Milan Internet Exchange). “Greener Internet: Sustainability Efforts in the Internet Exchange Industry.” https://www.mix-it.net/en/greener-internet-sustainability-efforts-in-the-internet-exchange-industry
Author: Courtney Burrows
Courtney Burrows is the Executive Editor of Greener Data and Executive Vice President of Marketing and Sustainability at JSA, where she leads content strategy across PR, marketing, and media initiatives for the global digital infrastructure industry. With more than 20 years of experience — and over a decade dedicated to data centers — she curates expert insights focused on data center sustainability, innovation, and the evolving demands of an AI-driven world.
