Could sustainable websites increase energy consumption?

https://www.wholegraindigital.com/blog/jevons-paradox/

Having lost some sleep over this, I am relieved to find that when it comes to the web, Sustainable Web Design is the solution to the Jevons paradox.
By maximising efficiency in web design, development and content creation, we can ensure that we preserve the benefits of more efficient hardware.
Then by trying to ensure that the web projects we work on are actually good for the world, we can harness the secondary rebound effect to create positive rather than negative environmental impact.