Reflecting on sustainability at Kuidun Kiitotie (Finland)
We recently had the pleasure of participating in the Kuidun Kiitotie event organized by the Finnet Association. This year’s event focused on the critical role of sustainability in the fiber industry. It was very inspiring to engage in rewarding discussions about sustainability with this passionate and knowledgeable group of Finnish ISPs. A key takeaway from these discussions is that while fiber is one of the greenest data transfer technologies, we need to communicate its positive impact better.
Do we care enough about the planet, working conditions, and conflict?
While Fiber broadband is the by far most energy-efficient way to transfer data, and we all know that digitalization used well saves tons of emission, it does rely on materials that, if sourced irresponsibly, can harm both people and the environment. “We have an everyday responsibility – and commitment – to drive for more and more sustainable ways to develop and deliver products” noted our CTO Maarten Egmond, continuing “not because regulation demands it but because of our drive to do all we can”.
Our industry’s investments in responsibility are good for business, customer trust, and employee satisfaction,” concluded Jarmo Matilainen, CEO of Finnet Association.
Our key takeaways from the panel discussion
- Consumers value responsibility
Research shows that today’s consumers, particularly younger generations, are willing to pay a premium for responsibly produced products. This demand makes sustainability a powerful driver for business growth and customer loyalty. - Fiber: The greenest data transfer technology
Fiber is up to 13 times more energy-efficient than mobile internet, with an impressively low carbon footprint—equivalent to about 35 kilometers of driving per year per household. These numbers highlight fiber’s potential as a sustainable solution as data demands grow. - Environmental responsibility in construction
The fiber industry is finding ways to reduce construction’s environmental impact, such as coordinating with power companies to avoid duplicate excavations. “Avoiding overlapping infrastructure is essential for the environment and provides consumers with better connectivity options,” emphasized Helena Bergstrand, Country Manager of GlobalConnect Finland. - Social Impact: Employment and community vitality
Fiber infrastructure isn’t just for cities; it’s essential for rural areas. Investing in remote regions helps prevent digital inequality and provides vital access to connectivity, supporting local economies. As JNT CEO Maria Höglund noted, “We remain committed to supporting both the people and the well-being of our communities.”
The question that remains is: Are we ready to invest in a sustainable future?
As we move forward, we invite everyone—customers, partners, and industry peers—to consider what they are willing to invest in a sustainable future. This isn’t a conversation that will end here; rather, it’s the beginning of ongoing dialogues that will drive our industry toward more responsible practices.
Let’s continue to ask these crucial questions and seek out innovative solutions together.
