Turning computing heat into a practical heating solution for greenhouses.
Updated
January 8, 2026 6:27 PM
Inside of a workstation computer with red lighting. PHOTO: UNSPLASH
Most computing systems have one unavoidable side effect: they get hot. That heat is usually treated as a problem and pushed away using cooling systems. Canaan Inc., a technology company that builds high-performance computing machines, is now showing how that same heat can be reused instead of wasted.
In a pilot project in Manitoba, Canada, Canaan is working with greenhouse operator Bitforest Investment to recover heat generated by its computing systems. Rather than focusing only on computing output, the project looks at a more basic question—what happens to all the heat these machines produce and can it serve a practical purpose?
The idea is simple. Canaan’s computers run continuously and naturally generate heat. Instead of releasing that heat into the environment, the system captures it and uses it to warm water. That warm water is then fed into the greenhouse’s existing heating system. As a result, the greenhouse needs less additional energy to maintain the temperatures required for plant growth.
This is enabled through liquid cooling. Instead of using air to cool the machines, a liquid circulates through the system and absorbs heat more efficiently. Because liquid retains heat better than air, the recovered water reaches temperatures that are suitable for industrial use. In effect, the computing system supports greenhouse heating while continuing to perform its primary computing function.
What makes this approach workable is that it integrates with existing infrastructure. The recovered heat does not replace the greenhouse’s boilers but supplements them. By preheating the water that enters the boiler system, the overall energy demand is reduced. Based on current assumptions, Canaan estimates that a significant portion of the electricity used by the servers can be recovered as usable heat, though actual results will be confirmed once the system is fully operational.
This matters because heating is one of the largest energy expenses for commercial greenhouses, particularly in colder regions like Canada. Many facilities still rely heavily on fossil-fuel-based heating and policies such as carbon pricing are encouraging lower-emission alternatives. Reusing computing heat offers a way to improve efficiency without requiring a complete overhaul of existing systems.
The project is planned to run for an initial two-year period, allowing Canaan to evaluate real-world performance factors such as reliability, system stability and maintenance needs. These findings will help determine whether the model can be replicated in other agricultural or industrial settings.
More broadly, the initiative reflects a shift in how computing infrastructure can be designed. Instead of operating as energy-intensive systems isolated from everyday use, computing equipment can contribute to real-world applications. Canaan’s greenhouse pilot highlights how excess heat—often seen as a by-product—can become part of a more efficient and thoughtful energy loop.
In doing so, the project suggests that improving sustainability in technology is not only about reducing energy consumption, but also about finding smarter ways to reuse the energy already being generated.
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"Discover how emerging sustainability trends in digital marketing are reshaping the way small businesses connect with eco-conscious consumers."
Updated
January 8, 2026 6:35 PM
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Protestor holding a sign "NO BUSINESS ON A DEAD PLANET" during a march. PHOTO: UNSPLASH
Sustainability has become more than just a buzzword—it’s a movement that’s reshaping business practices across industries. For small businesses, aligning with sustainable values isn’t just about doing the right thing; it’s about staying competitive in a world where consumers increasingly prioritize eco-conscious brands.
In the digital age, sustainable marketing is evolving rapidly, offering businesses new ways to reduce their environmental impact while engaging with customers who care deeply about the planet. Let’s take a closer look at the top trends driving sustainable marketing today and their implications for small businesses.
Most people don’t realize that online advertising has an environmental cost. Every time an ad is displayed, clicked on, or streamed as a video, it consumes energy. This energy powers the servers, data centers, and networks that host and deliver these ads. The problem is that much of this energy still comes from non-renewable sources like coal and natural gas, which contribute to carbon emissions.
For small businesses, this could mean optimizing ad campaigns to reduce unnecessary data usage or using platforms that offset their carbon emissions. Additionally, adopting lighter website designs and faster-loading ads can not only reduce energy consumption but also improve user experience—leading to better engagement and conversion rates.
Small businesses can stand out by making their digital campaigns both efficient and eco-friendly. Highlighting these efforts in marketing messages can appeal to sustainability-minded customers while showcasing innovation.
Sustainable packaging is no longer optional—it’s an expectation. But for small businesses, it’s not just about switching to biodegradable materials. It’s about effectively communicating those efforts to customers through digital channels.
Brands are using their websites, social media, and email marketing to share the stories behind their packaging choices. Whether it’s sourcing recycled materials or partnering with eco-friendly suppliers, transparency is key. Educational content, such as videos or infographics, can help customers understand the impact of their purchases and feel good about supporting a brand.
By using digital platforms to tell the story of their sustainability efforts, small businesses can create deeper emotional connections with customers. Sharing behind-the-scenes processes or celebrating packaging milestones can boost loyalty and differentiate a brand from competitors.
Influencer marketing has become a powerful tool for brands, and the rise of eco-conscious influencers is creating new opportunities for businesses that prioritize sustainability. These influencers focus on topics like waste reduction, ethical consumption, and eco-friendly lifestyles, making them an ideal partner for sustainable brands.
Collaborating with such influencers allows small businesses to reach niche audiences that are already committed to sustainable living. These partnerships feel more authentic compared to traditional ads, as followers trust influencers to recommend products that align with their values.
Even small businesses with limited budgets can benefit from micro-influencers —individuals with smaller but highly engaged audiences. Partnering with eco-conscious influencers can amplify a business’s sustainability message and create a ripple effect of awareness.
Consumers today are more skeptical of vague claims like "green" or "eco-friendly." They want specifics. Brands that embrace transparency by sharing measurable data about their sustainability efforts are earning trust and loyalty.
For example, brands that disclose the carbon footprint of their products or provide detailed information about their supply chains stand out in an age of greenwashing (misleading sustainability claims). This trend is particularly relevant for small businesses, as customers often expect smaller, local brands to be more ethical and transparent.
Being upfront about sustainability efforts—even if they’re still a work in progress—can build credibility. Sharing challenges, milestones, and small wins through social media or email newsletters makes the brand relatable and trustworthy.
The circular economy—a model in which products are reused, repaired, or recycled instead of discarded—is gaining momentum. Small businesses are finding creative ways to incorporate this principle into their operations and marketing.
For example, some businesses encourage customers to return used products in exchange for discounts or loyalty points. Others upcycle returned goods into new products and share this process with customers through digital platforms.
By participating in the circular economy, small businesses can differentiate themselves while building a loyal customer base. Promoting these initiatives online—whether through videos, blogs, or customer testimonials—can amplify their impact and attract eco-conscious buyers.
Sustainable marketing is more than a trend—it’s becoming a necessity for businesses of all sizes. For small businesses, it represents both an opportunity to stand out in a competitive market and a chance to make a meaningful impact on the planet.
Emerging trends like green digital advertising, circular economy initiatives, and transparency are reshaping how brands connect with their audiences. By embracing these practices, small businesses can attract eco-conscious consumers, build loyalty, and foster trust—all while reducing their environmental footprint.
The future of marketing belongs to those who see sustainability not as an add-on, but as the foundation of their growth. For small businesses ready to take on this challenge, the rewards go beyond profits—they include making a lasting, positive impact on the planet and the people who inhabit it.