Humans Not Robots

Designing Technology for Impact, Culture and Sustainability

The Hidden Cost of Tech

After 20 years in digital media, building global video-on-demand platforms for Sky, ITV, and even the BBC, Kristan Bullett understood the excitement of building innovative technology, but also its hidden cost.  He saw how vast data centres and online platforms devoured energy.

“People don’t realise how shockingly expensive computing power is, not just financially, but environmentally,” he explains. “The internet and associated services are responsible for about 3.7% of global greenhouse gas emissions. The global airline industry is responsible for about 4% of global greenhouse gas emissions.  So  all of those computers and all the internet that we use are extremely damaging to the environment.”To add to these, we also have artificial intelligence and the use of AI and ChatGPT.“All these really cool products that we use, they're making the situation much, much worse.”

With this knowledge, HNR was born - a business focused on helping large organisations measure and reduce their tech-based carbon emissions. The company’s product connects directly to a client’s platforms, presenting data on energy use, financial impact and sustainability outcomes.

From Frustration to Founding Principles

Their motivation wasn’t just environmental.  After experiencing toxic workplace cultures, he and his co-founder vowed to build a business rooted in integrity.

“We wanted to create a good, kind company,” he says. “One with strong values and people we actually enjoyed working with.”

They defined the HNR founding principles, guiding everything from working hours to ethical profit.  They include:

• Ethical Profit: Earning money is acceptable, but only through actions that benefit the planet and future generations.

• Resilient Problem-Solving: The team commits to figuring things out independently, while remaining humble enough to seek help when needed.

• Respect for Personal Time: Management acknowledges the need for balance and avoids expecting staff to sacrifice family or personal wellbeing.

• Commitment to Sustainability: The business must contribute to transforming its industry for a more sustainable future.

• Active Carbon Reduction: Offsetting alone isn’t enough.  Measurable steps must be taken to reduce personal and organisational energy consumption.

• Continuous Improvement: A curious spirit and commitment to innovation ensure the company is always evolving.

• Giving Back: 5% of profits are donated to good causes, reinforcing the principle that success should support wider social impact.

They are also looking at a reduced working weeks at HNR - currently at 35 hours, 32 hours is in sight.

Meanwhile, Kristan is also a trustee of a digital sustainability charity, and the business supports its team in embedding environmentally conscious choices into daily life.

Tech That Tracks More Than Profit

HNR's environmental commitment isn’t an abstract concept.  Clients receive transparent data on energy consumption and carbon footprint, paired with advice on how they can make improvements.

“We work with telcos who now know their average watt-hour per user,” Kristan explains. “From that, they can reshape architecture and reduce impact.”The company’s investors also keep them on track. Backed by Turquoise VC, who manage the EU’s Low Carbon Innovation Fund (LCIF), the team is accountable to metrics that prove real-world environmental gains.“Of course, they're looking to make money, but within certain boundaries. So they keep coming back to us asking ‘are you able to demonstrate you're reducing your customers' carbon footprint?’"

The Cost of Staying Authentic

While Kristan hasn’t faced major resistance, it’s clear that staying true to values has meant sacrifices.

“We’ve turned down faster financial routes,” he says, “and we haven’t paid ourselves for months.”

Instead of chasing venture capital funding (that demands rapid returns) or tailoring tech to what budget holders want, HNR has stayed focused on delivering long-term impact.

“We've chosen not to do all that because we know we need to focus on our sustainable product, our impactful product. If we pivoted the business and went for the ‘Silicon Valley’ money, they'd force us to just chase profit as fast as we can. That would be a different story and we’ve made sure we haven’t done that.”

Redefining What Success Looks Like

Kristan measures success on multiple levels.  First, product impact: “We’re helping customers reduce emissions. That’s tangible.”  Then, commercial stability: reaching profitability to sustain the mission.  And finally, industry recognition. “Being called out in a workshop as leaders in sustainability - that’s deeply rewarding.”

He also acknowledges the personal drive behind the venture.

“There’s ego in it,” he admits, “but mostly it’s about challenging norms and being a voice for good in a high-impact industry.”

Advice to Others

Meanwhile, Kristan’s advice to other entrepreneurs is clear:

“Know your purpose.  Make it your North Star - and have the stamina to stick with it.”

Every morning, he reviews both company finances and founding principles, a symbolic and strategic act that keeps the business grounded.

While he hasn’t had to reject partnerships explicitly, there have been crossroads. 

“We could have taken easier paths,” he says.  “But we didn’t.  That’s what defines us.”

Looking Beyond the Tech Footprint

The next evolution for HNR is broadening the idea of “impact.” Beyond energy usage and emissions, they’re exploring ways to help customers measure social and cultural metrics, like employee wellbeing, diversity and ethical working hours.

“It’s about quality of impact,” Kristan says.  “Can we build tools to measure how businesses treat people? That’s the future.”

How Collaboration Can Drive a Stronger Regional Economy

While there are some good support systems in York and North Yorkshire, he believes more impactful conversations are needed.

“It comes down to listening,” he says.  “Sharing what you’re doing, understanding what others are doing and showing up with purpose.”