I’ve recently spent a lot of time around climate and social justice activists, all sharing their stories of their intricate relationship with social media in an attempt to empathetically subvert the status quo. Many see it as a vital tool for expressing their values, ethics, and words of wisdom. We’ve evolved from linear methods of communication to a more holistic, many-to-many approach. Yet, amidst this shift, I often find myself wanting to retreat from the cacophony of ‘listen to me’ messages.
This sentiment is not solely a critique, but also a personal moment of reflection and pause. And so, it’s curious that the question that is currently keeping me awake at night is:
Can you be a climate activist, promoting sustainability and regeneration, while also being a prolific social media user?
This conflict of consciousness arises from the inherent contradictions between the ideals of eco-consciousness and the operational realities of social media platforms. Recent reports confirm that our increasing reliance on social media and search engines is indeed driving a surge in the need for larger data storage facilities, which consume vast amounts of electricity primarily sourced from fossil fuels. This consumption exacerbates our environmental footprint, and perversely, encouraging social media engagement through likes, shares, and comments contributes significantly to the climate crisis. According to the International Energy Agency (IEA), the expansion of data centres to support growing digital activities is a major driver of increased electricity demand. This demand is predominantly met by fossil fuels, which significantly contributes to global greenhouse gas emissions. Despite efforts to increase renewable energy capacity, the global power sector still relies heavily on fossil fuels.
The IEA projects that renewable energy will meet a significant portion of the new electricity demand by 2026, yet the transition away from fossil fuels remains slow, particularly in supporting the energy demands of data centres and digital infrastructure. Whilst Atmos Magazine discusses the environmental impact of digital content creation and the associated energy consumption. It emphasises that while content creation is essential for awareness and education, it also comes with a significant carbon footprint due to the energy required for data storage and processing. A recent study also confirms that AI-generated search results consume significantly more energy than standard Google searches. A typical AI-driven search can use up to ten times more electricity, with estimates suggesting AI-powered searches require around 3 watt-hours compared to 0.3 watt-hours for traditional searches.
For context, if you imagine a traditional search using the same amount of energy as a small LED light bulb running for one hour, an AI-powered search would be like running that same light bulb for ten hours. This substantial increase in energy consumption highlights the environmental impact of integrating AI into search engines and underscores the urgent need for more energy-efficient AI technologies and practices.
To mitigate the environmental impact of our digital behaviour without going cold turkey, we can take several practical steps:
Take an ethical pause. We must reflect on whether our digital engagements align with our environmental values. Can we truly advocate for sustainability while contributing to the carbon footprint of social media algorithms? This pause is essential for ensuring that our actions support, rather than undermine, our sustainability and environmental goals.
Next, we need to recognise that we contribute to the problem. It’s not just the fault of AI developers or tech companies. Our digital habits, like excessive social media use and frequent online searches, increase energy demand. Admitting our responsibility is the first step towards meaningful change.
The power of social media lies in its ability to spread awareness and connect diverse voices. Given that social media is integral to modern life and unlikely to disappear, we must find more intentional ways to use these platforms. By prioritising quality over quantity in our social media interactions, we can ensure our communications are impactful and eco-friendly.
Each post could carry a strong message and a call to action, encouraging followers to take tangible steps towards sustainability, even if small. The climate crisis demands fiery determination, and social media can be a powerful catalyst for action. We must channel our passion into intentional activism, using our digital presence to foster meaningful change.
To create lasting change, our digital advocacy must translate into real-world impact
This involves supporting and promoting initiatives that have a direct positive effect on the environment. By grounding our social media use in sustainable practices and encouraging our followers to do the same, we cultivate a more eco-conscious community, ensuring our digital activism results in meaningful, tangible benefits for the planet. Influencers can support movements that donate a portion of revenue, and not just profits, to environmental causes.
Another way of being proactive is by choosing ethical, green web hosting companies and supporting digital platforms committed to reducing their carbon footprint by using renewable energy sources for their data centres. This involves asking the right questions and sometimes requires more effort than we’d prefer (thanks to the team at erojji studios for the free advice and support). I built my websites using Squarespace because I’m not a web designer and loved their platform’s aesthetics and ease of use.
However, in my attempt to be more climate conscious, I discovered that Squarespace sites are inherently tied to their hosting services, making them non-portable. This all-or-nothing package means you can’t move a Squarespace site to another hosting provider without completely rebuilding it in something like WordPress. They are not alone in this approach. However, I will not let this stop me. I will be starting to build a new website on WordPress this weekend.
Unfortunately, detailed data confirming whether Squarespace’s hosting is environmentally friendly is difficult to find, as it has not been accurately measured and published. While Squarespace hosts its services with industry-leading cloud providers such as AWS and Google, both aiming for 100% renewable energy, the lack of transparent data makes it challenging to assess Squarespace’s green credentials accurately.
The interplay between social media algorithms and the climate crisis presents a complex challenge for eco-sustainability marketing
By being committed in our intention to be more climate-conscious and making deliberate choices, we can align our digital presence with sustainable values. As an industry, we must not only reduce our own digital carbon footprint, but also advocate for systemic changes in how digital platforms operate. This involves pushing for transparency in energy usage, demanding greater efficiency in data processing, and supporting technologies that prioritise sustainability.
By promoting transparency in energy usage, we can ensure that digital platforms are held accountable for their environmental impact, allowing us to maintain our environmental consciousness without hindering our own wants, needs, and desires. Advocating for more efficient data processing technologies will help reduce energy consumption, making digital activities less harmful to the environment. Supporting sustainable technologies and practices within the tech industry is crucial for long-term change.
As we continue to innovate, let us redefine success to include the well-being of individuals, communities, and the environment. By doing so, media agencies and owners can ensure that their actions today pave the way for a sustainable and equitable future. Through intentional activism and responsible digital practices, the media industry can foster meaningful change and contribute to a more sustainable digital ecosystem.
Featured image: Google Deepmind / Pexels