Digital Sustainability — Today’s challenges & tomorrow’s solutions (Part 4)
Can innovation be sustainable in a resource-intensive world?
As we’ve journeyed through the intricacies of digital sustainability, we’ve explored the invisible impacts of our digital habits, rethought our approaches, and considered how product development teams can drive sustainable change. However, as with any paradigm shift, there are challenges and contradictions that must be addressed to embrace a sustainable digital future. In this final instalment, we will delve into these peripheral concerns, examining the challenges we face today and the innovations that hold promise for tomorrow.
I want to highlight that the aim of this article is not to ‘call out’ companies or individuals, rather focus on the issues that are present within this space. It’s important that we understand and can identify practices that mislead, prevent or harm sustainable thinking in order to challenge those responsible.
Contradictions in Sustainability Claims
One of the most pressing issues across all industries is the inconsistency between what companies claim and what they actually practice. As sustainability becomes a buzzword, more companies are eager to showcase their green credentials. There is a strong appetite for sustainability — over 60% of consumers say they’d pay more for a product with sustainable packaging. However, not all claims hold up. Greenwashing can undermine genuine efforts to create a sustainable future. Research found that 42% of green claims by corporate entities are exaggerated, false, or deceptive.
Take the fast fashion industry as an example. Some brands have launched eco-friendly lines, promoting the use of recycled materials and sustainable practices. Yet, these same companies continue to contribute to massive textile waste and exploit resources through their primary business models. The contradiction is stark: promoting sustainability on one hand while perpetuating unsustainable practices on the other.
In the digital space, similar contradictions can be found. Tech giants may boast about their carbon-neutral data centres, but the broader impact of their operations (such as the environmental cost of manufacturing millions of devices) often tells a different story. This lack of transparency erodes trust and makes it harder for consumers to make informed decisions. We don’t live in a perfect world and many processes are incredibly difficult to optimise, but it’s important to evaluate claims on an individual basis and weigh them up against other operations the company performs.
To move forward, there must be a greater emphasis on transparency and accountability. Companies need to back up their sustainability claims with verifiable data and be honest about the challenges they face. Only through open dialogue can we begin to address the contradictions that hinder true progress.
Impact of Emerging Technologies
As technology continues to evolve at a rapid pace, new challenges emerge in the pursuit of digital sustainability. Innovations such as artificial intelligence (AI), blockchain, and the Internet of Things (IoT) are transforming industries, but they also come with significant environmental costs.
AI is revolutionising the entire world, offering unprecedented insights through data-driven decision-making. However, training AI models requires vast amounts of computational power, leading to substantial energy consumption. Individual neural networks have been found to emit over 280 tonnes of CO2e in training and searching — 5x more than the lifetime emissions of the average car. The environmental footprint of AI is a growing concern, especially as its applications expand into consumer behaviour analytics and other data-intensive fields.
Blockchain technology, often lauded for its potential to decentralise and democratise digital transactions, is notorious for its energy demands. The process of mining cryptocurrencies like Bitcoin is incredibly energy-intensive, with estimates suggesting that the global Bitcoin network consumes more energy annually than many entire countries. In 2021, the total Bitcoin greenhouse gas emissions were 56.29 MtCO2e (Million tonnes of carbon dioxide equivalent). For comparison, Portugal’s total emissions in the same year were around 56.8 MtCO2e. As blockchain applications grow, particularly in areas like supply chain management and digital identity, the need for more energy-efficient algorithms becomes critical.
These emerging technologies highlight a central paradox. While they hold the potential to drive sustainability in some areas, they can also exacerbate environmental challenges. The development and deployment of these technologies must be guided by sustainability principles from the outset.
Educational and Behavioural Shifts
At the heart of any significant change is education. To foster sustainable digital behaviours, both individuals and organisations must be equipped with the knowledge and tools needed to make informed decisions. This requires a shift in how we approach digital literacy.
Educational initiatives are crucial in raising awareness about the environmental impacts of our digital habits. For example, campaigns that highlight the carbon footprint of everyday online activities — like streaming videos, sending emails, or using cloud storage — can help users understand the cumulative impact of their actions. By making these concepts relatable and actionable, we can encourage more responsible digital consumption.
Moreover, education extends beyond individual users to organisations and governments. Companies must invest in training programs that equip their employees with the skills to develop and implement sustainable digital practices. Governments, too, must play a role in promoting digital sustainability through public awareness campaigns and by integrating these concepts into their national education curriculum.
As I’ve mentioned several times in this series, the behavioural shift required is not just about reducing digital consumption. It’s also about adopting practices that support a sustainable digital ecosystem. This includes everything from choosing energy-efficient devices to supporting policies that promote sustainable digital infrastructure.
Policy and Regulatory Evolution
As the digital landscape evolves, so too must the policies and regulations that govern it. I spoke briefly about how governments have a duty to educate the public, but there is also a key role they can play in the corporate environment. Governments and international bodies are increasingly recognising the need to address the environmental impacts of digital technologies, leading to a growing focus on digital sustainability in policy discussions.
For example, international agreements on e-waste management aim to tackle the growing problem of electronic waste. Around 53.6 million metric tons of e-waste is produced every year worldwide, according to the UN. These agreements encourage the responsible disposal and recycling of electronic devices, helping to mitigate the environmental impact of our digital lives.
On a national level, initiatives to promote energy-efficient data centres are gaining traction. These initiatives often involve setting standards for energy consumption and incentivising the use of renewable energy sources. Some countries are implementing tax breaks or subsidies for companies that invest in green data centres, thereby encouraging the tech industry to adopt more sustainable practices.
Regulatory frameworks addressing digital carbon footprints are also emerging. These frameworks aim to quantify and reduce the carbon emissions associated with digital activities, much like how carbon emissions are regulated in other industries. By setting clear guidelines and targets, these regulations can drive companies to innovate and adopt more sustainable practices.
However, policy and regulation are only part of the solution. They must be supported by robust enforcement mechanisms and accompanied by a cultural shift that prioritises sustainability in both public and private sectors.
Who’s Leading the Way?
Amidst the challenges, there are numerous examples of organisations leading the way in digital sustainability. I’ve already mentioned the Open Compute Project (OPC) in the second instalment ‘Rethinking Out Habits’ and the work they’re doing with big tech companies including Microsoft and NVIDIA. These pioneers demonstrate that it is possible to innovate while minimising environmental impact.
Google has made significant strides in its commitment to renewable energy. The company has been carbon-neutral since 2007 and is now working towards running its entire business on carbon-free energy by 2030. Google’s investments in renewable energy not only reduce its own carbon footprint but also help to drive the broader adoption of clean energy across the tech industry.
Apple, too, have been setting an example for a few years already. The company powers all its global facilities with 100% renewable energy and has set the goal of achieving a net-zero carbon footprint across its entire supply chain by 2030. Through innovative initiatives like the Daisy robot, which disassembles iPhones to recover valuable materials, Apple is also addressing electronic waste, ensuring that old devices are responsibly recycled and their components are reused.
In the realm of data management, some companies are exploring innovative strategies to reduce their digital footprint. By adopting serverless architecture, for example, companies can optimise resource use and reduce the energy consumption associated with traditional server-based models. This approach not only improves efficiency but also aligns with sustainability goals by minimising waste. Netflix have been serverless since 2017, and everyone’s favourite design tool Fimga have been since 2016.
Conclusion
The path to digital sustainability is fraught with challenges. However, it is also a path filled with opportunities for innovation, education, and collective action.
As we look to the future, it’s clear that achieving digital sustainability will require a multi-faceted approach. Transparency and accountability must be at the core of corporate sustainability efforts, while emerging technologies must be developed with environmental considerations in mind. Education and policy will play crucial roles in shaping sustainable digital behaviours and practices.
Ultimately, the responsibility lies with all of us — individuals, organisations, and governments. By working together, we can ensure that the digital revolution not only drives progress, but also contributes to a healthier, more sustainable planet.
Thank you for joining me on this series through the world of digital sustainability. I hope the insights shared have sparked new ways of thinking within you. By making small changes in our habits and embracing the strategies we’ve discussed, each of us can contribute to a more sustainable future.
This is just the beginning. There’s so much more to explore and discover in the quest for a greener digital world, and I’m excited to continue this conversation with you. Stay tuned, drop a follow, and let’s keep pushing the boundaries of what’s possible together.
If you missed the other articles:
The Invisible Environmental Crisis
What is Digital Sustainability, and why is it such an important topic?
Investigating the different attitudes we can embrace to improve our approach towards sustainability.
Learn how you can optimise your digital workflow to be more sustainable, with a focus on those working within product development.
