Happy Earth Day 2024: How do we navigate the future of Tech & Environmental Sustainability? The Daily Dose of Digital - 22/04/24

As businesses around the world rally around Earth Day (with some brands greenwashing the granny out of their business operations), it's important we don't miss the underlying call to action for our industry: To reflect on the huge impact that technology & digital have on our environment.

This day serves as a reminder of the delicate yin-yang balance we must maintain between leveraging tech advancements and ensuring the sustainability of our planet.

The Environmental Cost of Technological Advancement

Technology has been instrumental in propelling societies forward, offering solutions that span from enhancing productivity to combating climate change. However, this progress comes with significant environmental costs.

The Information and Communications Technology (ICT) sector alone is a notable contributor to global carbon emissions. According to the International Energy Agency (IEA), the ICT sector accounted for about 2-3% of global greenhouse gas emissions in recent years, a figure comparable to the airline industry pre-pandemic.

In particular, the surge in AI technology adoption over the past 18 months has been accompanied by an increase in energy consumption. Training complex AI models requires substantial computational power and, consequently, considerable energy. For example, the carbon footprint associated with training a single AI model can be equivalent to the lifetime emissions of five cars.

The Role of Digital Marketing in Environmental Advocacy

Digital marketing holds the power to influence public opinion and consumer behaviour significantly. By promoting sustainable practices and eco-friendly products, marketers can play a crucial part in fostering an environmentally conscious culture. Utilising digital platforms allows for widespread messaging that educates and engages consumers on sustainability.

Campaigns focusing on the importance of renewable energy sources, such as wind and solar, can drive adoption and support for sustainable energy initiatives. Additionally, digital marketing strategies can help businesses showcase their commitment to sustainability, influencing consumer choices and encouraging more environmentally friendly practices across various industries.

BUT, as I acknowledged earlier, this can't just be another PR exercise or marketing bandwagon - some of the biggest brands in the world are accused of 'greenwashing', not just on Earth Day, but throughout the year - these brands need to genuinely commit to leaving the world in a better state than they inherited it.

I am not completely oblivious to some irony here. As I write this, I am even considering my own personal usage - for example, the power it has required to generate the supporting images for this article using MidJourney probably is rather disproportionate to the benefit it will bring. So, do me a solid, and please consider your own energy consumption today during your working day (so I can sleep tight in the knowledge I have influenced someone to at least think about it!)

Sustainable Technology: Innovations Leading the Way

Despite the challenges, technology also offers solutions that could lead to a more sustainable future. Innovations in energy-efficient processes, smart grids, and sustainable materials are crucial in reducing our ecological footprint. For instance, advancements in battery technology have improved energy storage capabilities, making renewable energy sources more viable and reliable.

The development of smart grids allows for more efficient energy management, integrating various renewable sources seamlessly into the power grid. These grids utilise AI and machine learning to predict energy demand and adjust supply accordingly, minimising waste and optimizing energy use.

The Digital Carbon Footprint: A Growing Concern

As digital consumption increases, so does the digital carbon footprint. Data centres, which power much of our digital world, consume vast amounts of energy. In 2020, global data centres used around 200 terawatt-hours (TWh) of electricity, which is about 1% of the global electricity demand. This consumption is expected to grow as more services move online and as the Internet of Things (IoT) expands.

The internet as a whole consumes a lot of electricity. 416.2TWh per year to be precise. To give you some perspective, that’s more than the entire United Kingdom.

Globally, the average web page produces approximately 0.8 grams CO2 equivalent per pageview. For a website with 10,000 monthly pageviews, that's 102 kg CO2e per year.

From data centres to transmission networks to the billions of connected devices that we hold in our hands, it is all consuming electricity, and in turn producing carbon emissions equal to or greater than the global aviation industry.

Reducing the digital carbon footprint involves enhancing data centre efficiency and transitioning to renewable energy sources. Companies like Google, Amazon, and Facebook have committed to powering their data centres with renewable energy, setting a precedent for others in the industry.

I genuinely believe this is important and that we all need to collectively bring micro-contributions to maximising efficiencies in martech land. In fact, as part of my team's digital audits for clients, we now include checks on Website Carbon Emissions (using tools like https://www.websitecarbon.com/ ).

Balancing Innovation with Sustainability

The challenge lies in balancing technological innovation with environmental sustainability. The tech industry must prioritize developing sustainable practices that align with global environmental goals. This includes investing in renewable energy, improving energy efficiency, and designing products and services that contribute to a sustainable future.

Digital marketing can support these goals by highlighting the benefits of sustainable practices and technologies. Marketers have the tools to craft compelling narratives that not only promote products but also advocate for the adoption of green technologies.

Are you making a positive impact?

Earth Day reminds us of our responsibility to the planet and the role technology and digital marketing play in shaping our environmental future. As we continue to innovate, it is imperative that we also protect and preserve our natural world. Through responsible technology use and proactive digital marketing, we can ensure that our technological advancements contribute positively to our planet's health, fostering a sustainable environment for future generations.

This Earth Day, maybe take a hot-minute to think about how your business can recommit to integrating sustainability into your technological and marketing strategies, ensuring that we leave a green and thriving planet for the next generation (or at least try!).