by dorota.bicarova -

#10 Using A/B Testing to Measure Awareness and Behavior Changes Around Digital Footprints

How do we encourage individuals to adopt more sustainable digital habits? One way to find out is by testing the effectiveness of tools designed to raise awareness. A/B testing is a proven method for evaluating whether such tools—like an app to track your digital footprint—can lead to meaningful behavior changes.

In this blog post, I’ll explain the basics of A/B testing, how I plan to use it to test a digital footprint tracker, and share examples of similar research that demonstrate the power of controlled experiments in behavioral studies.

What is A/B Testing?

A/B testing is a method of comparing two groups to evaluate the impact of a specific variable. Group A receives the intervention or tool being tested (in this case, the digital footprint tracker), while Group B serves as a control and does not receive it. After a predetermined period, the behaviors, attitudes, or results of the two groups are compared to assess the tool’s effectiveness.

For example, in the context of my proposed app, Group A would use the app to monitor their digital footprint for a set period (e.g., one week or one month). Group B would continue with their regular digital habits without any additional awareness tools.

The Hypothesis

The hypothesis driving this test could be:
“Users who track their digital footprint through the app will demonstrate greater awareness of their digital energy consumption and reduce unnecessary usage compared to users who do not have access to the tracker.”

Designing the A/B Test

  1. Recruiting Participants
    A diverse group of participants would ensure a representative sample. Ideally, this would include individuals with varying levels of digital usage and environmental awareness.
  2. Intervention (Group A)
    Group A would be introduced to the app, which would allow them to track activities like time spent on social media, streaming, cloud storage usage, and the corresponding carbon emissions. The app could also provide tips for reducing their footprint.
  3. Control (Group B)
    Group B would not use the app and would continue with their regular habits.
  4. Metrics to Measure
    Metrics could include:
    • Average time spent on digital activities (e.g., social media, streaming).
    • Volume of data stored or transferred (e.g., cloud usage).
    • Self-reported awareness of their digital energy impact (via surveys).
  5. Analysis
    After the testing period, compare the two groups’ behaviors. Did Group A reduce their digital energy consumption more than Group B? Did awareness levels increase? The results would indicate whether the app was effective in driving behavioral change.

Examples of Similar Research

Several studies and experiments have demonstrated the value of A/B testing in behavioral science:

Energy Usage Feedback
A widely cited study by Allcott and Rogers (2014) measured the impact of providing households with real-time feedback about their energy consumption. Households that received feedback via an energy-monitoring device reduced their electricity usage by 2-4% compared to the control group.

The Short-Run and Long-Run Effects of Behavioral Interventions: Experimental Evidence from Energy Conservation

Health and Fitness Trackers
Research on fitness trackers shows that users who monitor their steps and activity levels are more likely to engage in physical exercise than those who do not use tracker. This aligns with the principle that awareness can lead to behavior change.

Digital Well-Being Studies
In a study focused on reducing screen time, researchers tested the effects of apps designed to monitor phone usage. Participants who received weekly reports about their screen time reduced their usage by 20% compared to those who did not receive feedback.

Challenges to Consider

While A/B testing is highly effective, it’s important to consider potential challenges:

  • Sample Bias: Participants may alter their behavior simply because they know they’re being observed (the Hawthorne effect).
  • Consistency: Ensuring that both groups adhere to the test conditions is crucial for accurate results.
  • Long-Term Impact: Measuring behavior change over a longer period (beyond one week or one month) may require additional follow-ups.

Using A/B Testing to Inspire Awareness

The results of this test could inform the design and functionality of the digital footprint tracker. For instance:

  • If Group A reduces their cloud usage, the app could highlight the most impactful actions users can take.
  • If awareness alone is insufficient, the app could incorporate behavioral nudges, such as gamification or rewards for sustainable habits.

Ultimately, the findings could shape not just this app but broader efforts to raise awareness about the environmental impact of digital activities.

Conclusion

A/B testing provides a scientific and measurable way to evaluate whether tools like a digital footprint tracker can drive awareness and behavior change. By comparing the actions of two groups, we can gain valuable insights into what motivates people to adopt more sustainable habits—and how design can play a role in fostering awareness.

Resources:

https://vwo.com/ab-testing

The Short-Run and Long-Run Effects of Behavioral Interventions: Experimental Evidence from Energy Conservation

https://publications.jrc.ec.europa.eu/repository/bitstream/JRC133518/JRC133518_01.pdf?utm_source

(PDF) Effectiveness of behavioural interventions to reduce household energy demand: A scoping review

by dorota.bicarova -

#09 Personal Motivation: Reflecting on My Own Digital Footprint

We live in a hyperconnected world, but how often do we pause to consider the environmental cost of our digital habits? Personally, I rarely did—until now. This blog post is an honest reflection on my digital footprint and how learning about it has motivated me to take small but meaningful steps toward sustainability.

My Digital Habits

I’m no different from most people. I spend around 43 minutes a day on Instagram, stream Netflix at the end of a long day, and rely on cloud storage to back up my files. These seem like harmless activities, but when I started exploring their environmental impact, I was stunned. For example, I currently pay for 200 GB of iCloud storage, and it’s completely full. I hadn’t thought much about the energy required to maintain this space, but storing data in the cloud isn’t as “weightless” as it seems. Data centers that power services like iCloud are massive energy consumers and a significant source of carbon emissions.

The Digital Footprint of My iCloud Storage

The Medium article, “Carbon and the Cloud”, sheds light on just how energy-intensive cloud storage is. Data centers around the globe account for about 1% of global electricity use and emit as much CO2 annually as the entire aviation industry. Even as these centers become more energy-efficient, the sheer growth in digital activity means their emissions are still rising.

For my 200 GB iCloud plan, storing data in the cloud generates approximately 40 kg of CO2 per year—similar to the emissions from driving a small car 160 km. What’s troubling is that much of this storage is filled with old photos, unused documents, and duplicate files—data I don’t even need but continue to store indefinitely.

This is a reminder of the broader challenge: While cloud storage feels infinite and invisible, it relies on physical infrastructure that consumes vast amounts of electricity, much of which is still generated by fossil fuels.

Calculating My Total Digital Footprint

To better understand the impact of my digital habits, I did some rough calculations:

Instagram: Spending 43 minutes a day creates 0.84 kg of CO2 per week or over 43 kg per year.

iCloud Storage: My 200 GB plan adds another 40 kg of CO2 annually.

Streaming: Watching an hour of Netflix in HD produces roughly 0.4 kg of CO2 , so even two hours a week adds up.

Altogether, my digital habits contribute to over 100+ kg of CO2 annually, the equivalent of flying from London to Paris or powering an average home for a month.

The Emotional Toll of Digital Overload

Beyond the environmental cost, I’ve realized how mentally exhausting my digital clutter can be. My iCloud is filled with thousands of old photos and files I’ll likely never look at again, yet I’ve been reluctant to declutter. Combined with constant notifications and endless scrolling on social media, it’s no wonder I often feel overwhelmed.

Action Steps

Learning about the hidden costs of my digital habits could be a motivation to make some changes:

  1. Decluttering iCloud: Going through old photos, deleting duplicates, and archiving only the essentials.
  2. Reducing Social Media Time: Cutting my Instagram usage to 20 minutes a day has halved its carbon footprint.
  3. Researching Sustainable Practices
  4. Exploring Alternatives: Services like Backblaze offer energy-efficient cloud storage options for those conscious of their footprint.


This journey isn’t about guilt—it’s about awareness. By reflecting on my habits and their environmental impact, I’ve become more intentional about how I use digital spaces. Whether it’s decluttering my iCloud or reducing Instagram time, small actions can add up to meaningful change.

Resources:
https://medium.com/stanford-magazine/carbon-and-the-cloud-d6f481b79dfe

https://greenspector.com/en/6168-2/

by dorota.bicarova -

#08 How to Show the Problem via Visual Storytelling?

The energy footprint of digital spaces is an abstract problem, but visual storytelling can bring it to life. From infographics to videos, effective visuals can simplify complex data and create an emotional connection to the issue.

What is Visual Storytelling?
Visual storytelling combines imagery, graphics, and narratives to simplify complex topics and evoke emotions. It’s not just about presenting numbers; it’s about making those numbers resonate with people.

What Makes Visual Storytelling Effective?

Simplifying Complex Data
Raw statistics about digital energy consumption can be overwhelming. A well-designed infographic can make this information digestible. For instance, breaking down how a single email with an attachment generates roughly 4 grams of CO2 helps people visualize their daily impact.

Evoking Emotional Connections
Imagery plays a crucial role in storytelling. For example, showing a visual of a large, smoke-belching power plant labeled “This Powers the Cloud” can create a strong association between digital habits and their real-world environmental consequences.

Encouraging Interactivity
Interactive tools can be even more impactful. Platforms like Carbon Footprint Calculator or Our World in Data allow users to input their habits, such as hours spent streaming or browsing, and see the resulting carbon emissions.

https://www.infographicdesignteam.com/blog/trends-and-principles-of-visual-storytelling/

Examples of Visual Storytelling

Before/After Comparisons: Visualizing the reduction in energy usage when switching to eco-friendly digital practices.

Flowcharts: Illustrate the lifecycle of data in the cloud.

Interactive Tools: Websites like CarbonCalculator.org allow users to input their digital habits to see their energy impact.

Connecting Storytelling with Awareness and Design

Visual storytelling doesn’t just highlight problems—it can also inspire solutions. For instance, designing an application that tracks your digital footprint could combine awareness with interactivity. Users could log their time spent on apps like Instagram or Netflix and instantly see their weekly, monthly, or yearly CO2 emissions. Features like tips to reduce energy use, rewards for sustainable actions, or comparisons with others could gamify the process and motivate change.

Such a tool would serve as both a personal accountability tracker and an educational platform, encouraging more people to adopt sustainable digital practices. Designers could even integrate AR or VR elements to show users a visual representation of their digital footprint, making the issue impossible to ignore.

Why Visual Storytelling Works

The human brain processes visuals 60,000 times faster than text, making them far more engaging. Combined with the emotional pull of good design, visual storytelling has the potential to spark widespread awareness and inspire behavioral changes.

Conclusion
The invisible nature of the digital energy footprint makes it a challenging issue to address. However, visual storytelling has the unique ability to simplify the complex, evoke emotions, and encourage action. By combining data with creativity, we can bring this hidden problem into the spotlight and empower individuals to make more sustainable choices.

Resources:

10 Trends and Principles of Visual Storytelling That Every Designer Must Follow

by dorota.bicarova -

#07 Effectiveness of interventions using Phone or PC apps to improve our behavior.

It can be shown that if a person sees tracked information about his behaviour in numbers, it can influence his following behaviour to a certain point. You can’t Manage what you can’t Measure.

This is also applicable, for example, if you track the use of different apps on your phone or computer. A person can’t accurately estimate how long he watched Tiktok videos for example, but when he looks at the statistics on his phone and sees he spent 8 hours on that app, he’ll try to reduce his use of that app by at least a little in the next few weeks.

This system of App interventions can also be linked to the issue of the size of the energy footprint from the use of digital and online space.

Types of existing screentime interventions Apps

It’s important for all of us to reflect on our relationship with technology, particularly when it starts leaning toward an unhealthy dependence. Using an app usage tracker to monitor the time you spend on various digital activities is a crucial step toward developing greater digital self-awareness. By gaining a clearer understanding of how you engage with your devices, you can make more deliberate choices about how you want—or don’t want—to use them.

Screen Time – iOS

It tracks exactly how you use your device, providing a high-level evaluation of the time you spend on it in a single day, as well as a more detailed look at time spent in certain categories or apps.[1]

https://www.timely.com/blog/app-usage-trackers

StayFree Phone Usage Tracker

  • Provides detailed insights into app usage, screen time, and daily unlocks.
  • Seamlessly integrate all of your devices to optimize your screen time.
  • Helps you stay productive by blocking distracting apps and websites, tracking your device usage, and providing you with insights into your habits.
  • Track your phone usage in real-time, allowing for immediate adjustments.[1]

https://www.airdroid.com/parent-control/phone-usage-tracker

ScreenZen- Screen Time Control

PAUSE before opening a distracting website or app. Multiple strategies to reduce your screentime.

  • Pause before opening your website or app: A bit of time before choosing if you need to open your distracting app.
  • Interrupt your scrolling: Check your distracting websites and apps for short periods of time so you don’t get sucked in.
  • Set an app unlock goal
  • Configurable for different days of the week and time by app.
  • Messages like “Is this important” before opening your app.
  • Locks on Settings to prevent you from changing your settings when you want to open an app.
  • Streaks to encourage you not to exceed your limits or override your settings.[2]

https://apps.apple.com/us/app/screenzen-screen-time-control/id1541027222?platform=iphone

AntiSocial: phone addiction, Android

AntiSocial is designed to not only help you understand what ‘normal usage’ looks like, but to give you the tools to manage, block and control your cell phone usage so that you can unplug, minimize distractions and focus on the things that matter.
While there are other apps available that are designed to restrict phone usage, AntiSocial feels strongly about empowering the user by giving them the information they need to take necessary action. This is done through the clearest and most simple interface available and is the only app to deliver detailed reports full of all the information you need to make an informed decision.[3]

https://play.google.com/store/apps/details?id=com.goozix.antisocial_personal

Forest: Focus for Productivity 

A interesting way to help you beat phone addiction and overcome distraction

  • Turn your focused moments into a lush forest.
  • Create personalized Allow Lists for different situations. Non-allowed apps will be blocked.

GET MOTIVATED

  • Earn rewards and unlock more than 90 new tree species and white noises.
  • Share your forest and compete with friends and users around the world.
  • Plant trees along with friends & family.
  • Unlock achievements and earn extra rewards.
  • Plant real trees on Earth and protect the environment with tree-planting organization Trees for the Future.

STATISTICS

  • Manage your own tags and view detailed statistics of your time distribution.
  • Browse your weekly, monthly and even your yearly big forest.
  • Track your focused time in the Apple Health App.
  • Track your daily phone usage and screen time.
  • Recall memories of your planting journey with our brand new Forest Timeline![4]

https://apps.apple.com/us/app/forest-focus-for-productivity/id866450515

Research about effectiveness

A recent study from Delft University of Technology, Netherlands looked at apps designed to help people spend less time on their phones and avoid unhealthy habits like overuse. The research reviewed various apps and how effective they are at helping users change their behavior.

Here’s what they found:

  • Helpful Features: Apps that include tools like grayscale mode (making your screen less colorful), app limits, and mixed approaches worked well for reducing phone use.
  • Top Apps: Screen Time (iOS) and AntiSocial were the most effective apps, while Forest and Screen Time (Android) had weaker results. However, Forest stood out for its fun gamification feature and had the highest user satisfaction score (86/100).
  • What Users Like: The most popular features were tracking usage and setting goals. Gamification (like turning tasks into games) and tools for self-assessment were less commonly used but still appreciated.
  • Positive Feedback: Most users liked these apps, with overall sentiment scores ranging from 61 to 86 out of 100.[5]

The study underscores the increasing public interest in apps that promote healthier phone habits and highlights the need for collaboration among researchers, developers, phone manufacturers, and policymakers to design and evaluate more effective interventions.

By shedding light on which app features work best, this research provides valuable insights for those seeking to make meaningful changes in their digital habits.

Resources

[1] https://www.timely.com/blog/app-usage-trackers

[2] https://apps.apple.com/us/app/screenzen-screen-time-control/id1541027222?platform=iphone

[3] https://play.google.com/store/apps/details?id=com.goozix.antisocial_personal

[4] https://apps.apple.com/us/app/forest-focus-for-productivity/id866450515

[5] https://pmc.ncbi.nlm.nih.gov/articles/PMC10498313/

by dorota.bicarova -

#06 How to use ChatGPT sustainably? Do we need to really use it everytime?

Chatgpt has become a major help to students over the past two years. This technology invention has completely changed the way information searching is done. It often helps us and saves time in various assignments. But have think about the question if we could find the answer ourselves, was it necessary to use chatgpt at any cost?

Energy usage during operation of ChatGPT

Inference Costs: Each time a user interacts with ChatGPT, the AI model must process the prompt and generate a response. This is called “inference” and requires computational power proportional to the complexity of the query and the response length.

Aggregate Usage: With millions of users globally, the cumulative energy required to serve these queries daily adds up significantly, especially when users submit unnecessary or overly frequent prompts.

ChatGPT User Growth Timeline (Release to May 2024)

After its launch, ChatGPT set a world record as the fastest platform to reach 1 million users, achieving this milestone in less than five days. This unprecedented growth was fueled by the recent hype surrounding AI and the ease of accessing ChatGPT for everyday tasks. Such rapid adoption highlights both its potential and the need to use it wisely [1].

https://wisernotify.com/blog/chatgpt-users/

ChatGPT User Growth Milestones

https://wisernotify.com/blog/chatgpt-users/

ChatGPT By Age: Usage Across Generations

https://wisernotify.com/blog/chatgpt-users/

How Are People Using ChatGPT?

There are various ways in which chatgpt is proving crucial. It can be an ideal tool for performing various tasks. Some of the ways people are using chatgpt are:

Students and ChatGPT

https://wisernotify.com/blog/chatgpt-users/

Missing statistics and data

There is no information on OpenAI’s official website about ChatGPT’s energy consumption or what steps the company would like to take to improve its impact on energy consumption. “According to ChatGTP, OpenAI is committed to reducing its carbon footprint and promoting sustainability initiatives, such as investing in renewable energy sources (produced, for example, through solar panels or wind turbines), improving its data centres and energy efficiency, and reducing waste and water use [2].” However, there is no data on what ChatGPT does to improve its environmental and social impact.

How to Use ChatGPT Sustainably

Here are a few principles to ensure we use ChatGPT thoughtfully:

Pause Before Prompting: Ask yourself if you really need ChatGPT for a particular task. Could you find the answer yourself through research, reflection, or discussion? Reserve ChatGPT for questions that require nuanced insights or efficiency.

Set Clear Goals: Define what you want to achieve before using ChatGPT. Vague prompts can lead to multiple iterations, increasing both time spent and energy use.

Use for Learning, Not Substitution: Use ChatGPT as a complementary learning tool rather than a replacement. For example, if you’re stuck on a problem, ask for guidance rather than a direct solution. This encourages you to engage with the material.

Collaborate With Others: Instead of immediately consulting AI, consider brainstorming with peers or mentors. Human collaboration not only strengthens understanding but also fosters interpersonal skills.

Limit Usage: Designate specific times or purposes for using ChatGPT, such as for brainstorming or refining ideas, to avoid habitual overuse.

Final Thoughts

As we use AI tools like ChatGPT more often, it’s important to build healthy habits. ChatGPT should help us, not replace our own thinking. By setting limits and using it responsibly, we can make the most of its benefits while continuing to grow as independent thinkers. Next time you’re about to type a question, stop and ask: Can I figure this out myself? If the answer is yes, give it a try. You might be surprised by how much you already know.

Resources:

[1] https://wisernotify.com/blog/chatgpt-users/

[2] https://zeroco2.eco/en/magazine/curiosities/chatgpt-sutainability/

by dorota.bicarova -

#05 Visualization Impacts: How Data and Gamification Drive Eco-Consciousness

In a world saturated with information, visualization and gamification have emerged as powerful tools to simplify complex ideas, improve learning, and influence behavior. When it comes to sustainability, presenting data visually—through tools like infographics, interactive apps, or gamified experiences—can significantly boost awareness and motivate eco-conscious actions or promoting digital sustainability.

The Power of Data Visualization

Data visualization transforms abstract numbers into meaningful insights. Studies show that:

90% of information transmitted to the brain is visual, and people process visuals 60,000 times faster than text. Infographics, charts, and other visual tools increase the likelihood of remembering information , this means that carbon emissions, energy usage, or waste statistics—often hidden in dense reports—become instantly understandable when visualized. For example, seeing a pie chart that breaks down carbon emissions by activity makes it easier to grasp where one’s biggest impacts lie.

Gamification Makes Learning Stick

Gamification—adding game-like elements such as goals, rewards, or challenges—enhances engagement and motivates users to take action.

  • Gamified apps like eco2log, which track and reward users for reducing their carbon footprint, turn data into a journey of self-improvement.
  • Users are more likely to retain information and build habits when feedback is interactive and rewarding.

For example, an app might visualize a user’s digital energy use (like GB streamed) as a tree. The tree thrives when they make sustainable choices, such as streaming in lower resolutions or reducing data usage.

Successful Examples of Visualization in Action

UN’s Carbon Footprint Calculator
The United Nations’ online tool uses interactive sliders and graphs to show how choices in transport, food, and housing affect emissions. It’s an excellent example of visualizing complex data in an engaging, accessible way.

https://peggada.com/en/4-apps-to-help-you-calculate-and-reduce-your-carbon-footprint/

Chasing Ice Documentary
This film used stunning time-lapse visuals of melting glaciers to drive awareness of climate change. The emotional impact of visuals was a key factor in its success.

Piktochart Campaigns
Infographics created with platforms like Piktochart have simplified sustainability statistics, making them widely shareable on social media and accessible to non-expert audiences .

Visualization has the potential to transform how we understand and act on sustainability. When data is clear, engaging, and actionable, it sticks with us—and motivates change.

Resources:
https://www.tiny.cloud/blog/content-visual-imagery-guide/#stk-2-6

https://piktochart.com/blog/data-visualization-statistics/#the-effectiveness-of-data-visualization

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#04 Can awareness help?

How do the users behave and respond to design interventions, such as carbon impact calculators or green streaming options? In the next paragraphs I would like to describe one scientific research from Germany made in January 2024 aimed to understand how feedback from the CFTA eco2log app affects consumer behavior and their carbon footprint.

The Study

This research involved 216 university students who used the CFTA eco2log app—a tool designed to calculate individual carbon emissions in four major consumption areas: mobility, food, heating, and household activities. Participants entered their current consumption habits into the app, which provided detailed feedback on their carbon footprint, both overall and in each domain.[1]

Screenshots of the App, https://www.sciencedirect.com/science/article/pii/S0959652623041392#dfig1

After receiving feedback, participants planned modifications to their consumption and entered these future plans into the app. The app then recalculated their estimated emissions based on these planned changes, giving participants an opportunity to reflect on their behaviors and make more sustainable choices.[1]

Key Findings

Awareness Sparks Action

The study revealed that awareness drives change. When participants were confronted with their actual carbon footprint, they were motivated to plan significant reductions in their emissions. On average, participants aimed to reduce their overall carbon emissions by 22.5%.However, the reductions varied by domain:

  • Household activities saw the largest reduction (34.7%).
  • Heating came next (26.9%), followed by food (16.4%).
  • Mobility had the smallest reduction (12.0%), and this change was only marginally significant.

Feedback Drives Domain-Specific Changes

Interestingly, the app’s feedback was most effective in encouraging changes in the exact area where it highlighted high emissions. For example, feedback about high emissions from heating inspired participants to plan significant reductions in heating-related consumption. There were minimal cross-effects—feedback on one domain (e.g., mobility) didn’t strongly influence behavior in other areas (e.g., food).

Awareness Gaps

The study also showed that participants struggled to estimate their carbon footprint accurately, especially in specific domains. While they could gauge their overall footprint somewhat reliably, they often underestimated or overestimated emissions in individual areas like food or heating. This underscores the importance of tools like the CFTA app, which provide precise, data-driven feedback.[1]

What Does This Mean for Sustainability?

The study demonstrates that design interventions like the CFTA eco2log app can effectively encourage more sustainable behaviors by raising awareness and providing actionable feedback. However, it also highlights the need for tailored approaches. Not all users respond equally—some changes, like reducing food-related emissions, require different strategies than those for mobility or household activities.

Conclusion

Awareness alone is a powerful first step, but tools that provide specific, domain-focused insights are key to driving meaningful, lasting behavior changes. The principles tested in the study—awareness, actionable feedback, and domain-specific insights—are equally relevant and powerful in encouraging more sustainable behaviors in the digital world. Creating tools to measure and share the energy footprint of online activities could be the first step toward a greener digital future.

Resources:

[1] Stefan Hoffmann, Carbon footprint tracking apps. Does feedback help reduce carbon emissions?,
Journal of Cleaner Production, Volume 434, 2024, 139981, ISSN 0959-6526,https://www.sciencedirect.com/science/article/pii/S0959652623041392#dfig1

by dorota.bicarova -

#03 Everyday impact of basic individual actions online

Whether we’re scrolling through TikTok, sharing moments on Instagram, or firing off texts and emails, our days are filled with digital interactions. These actions feel easy and harmless, but they carry an environmental cost many of us overlook. By understanding the true cost of our digital habits, we can take small, informed steps toward reducing our online carbon footprint.

Which age group has the biggest impact?

While all age groups contribute to the digital carbon footprint, it’s no surprise that Gen Z has the largest impact. Individuals aged 18-24 send an average of 124 text messages per day, which results in 652.3 grams of CO2 annually. This is roughly equivalent to a 5 km car ride! In comparison, older age groups, like those aged 55 and above, produce significantly fewer emissions. It’s important to recognize that while younger generations are the most active digital consumers, their habits also present an opportunity for change. [1]

https://www.quad.com/insights/leaving-the-nest-as-generation-z-comes-of-age-household-care-brands-see-a-golden-opportunity-for-growth

The Environmental Impact Of “Doom Scrolling”

Social media platforms like TikTok and Instagram are part of daily life for billions of people. However, each minute spent scrolling contributes to a significant carbon footprint due to the energy consumption of the data centers that power these platforms. TikTok, for instance, emits 2.63 grams of CO2 per minute of use. With an average user spending 95 minutes per day on the app, this results in over 250 grams of CO2 daily, which is comparable to driving a car for 4 km. [1]

Which social media platforms produce the most emissions? 

Not all social media platforms have the same environmental impact. TikTok leads the way in terms of emissions, as its video-heavy content consumes more data and energy. On average, TikTok emits 2.63 grams of CO2 per minute of use. Instagram follows closely behind, with its visual-based content requiring significant data storage. Platforms like Facebook and YouTube also contribute heavily due to their massive user bases and video streaming services, making them some of the most energy-intensive platforms to use.

“To put this even more into perspective, air travel emits around 133 grams of CO2 per mile per passenger for short-haul flights. So, doom-scrolling for one day equates, on average, to the same emissions for about seven passengers per mile on one of these flights.[1]”

The Environmental Impact Of Mindless Texts And Emails

Even sending a simple “LOL” or a quick “OK” by text adds up. In the U.S., the average person sends 61 texts per day, and each message emits 0.014 grams of CO2. Over a year, this equates to 310 grams of CO2, or the same as charging your phone 32 times. Similarly, sending work emails can have a surprisingly large environmental cost. On average, each email contributes about 2 grams of CO2, leading to over 2,000 grams per year.[1]

Resources:

[1] Cody Slingerland, Tech Carbon Footprint: How Much Does Online Activity Contribute To Emissions? https://www.cloudzero.com/blog/tech-carbon-footprint

by dorota.bicarova -

#02 Key factors influencing the energy and environmental impact of digitalisation.

1. Growth of data centers and cloud computing

Data centers are the base of the internet, powering everything from streaming platforms like Netflix to cloud services like Google Drive. These facilities require immense amounts of energy to store, process, and transmit data. According to the International Energy Agency (IEA), data centers account for 1% of global electricity demand, a figure expected to grow with the rise of cloud computing.

Events like the COVID-19 pandemic accelerated cloud adoption, as companies and individuals transitioned to remote work, leading to an explosion in virtual meetings, file sharing, and cloud storage. For example, Microsoft reported a 775% increase in demand for cloud services in some regions during 2020. While major providers like Amazon Web Services (AWS) and Google are investing heavily in renewable energy, the rapid growth of cloud usage continues to challenge sustainability efforts.

https://engineering.fb.com/wp-content/uploads/2018/05/data-center-shot.jpg

2. Video streaming boom

The increase in video streaming has become one of the largest contributors to online energy consumption. Services like Netflix, YouTube, and TikTok account for over 60% of internet traffic worldwide.

The release of high-profile events—such as Netflix’s “Squid Game” debut in 2021—demonstrates the scale of the issue. During its first four weeks, the series was streamed for 1.65 billion hours, consuming massive amounts of energy in data processing and transmission. These statistics underline the need for platforms to optimize streaming technologies and encourage users to adopt sustainable viewing habits, such as lowering video resolution where possible.

https://www.marca.com/en/lifestyle/tv-shows/2021/10/01/6157178546163f62728b45ae.html

3. Expansion of internet-connected devices (IoT)

The rise of Internet of Things (IoT) devices is a big deal. From smart speakers like Amazon Alexa to fitness trackers and smart thermostats, these gadgets are everywhere. By 2025, there could be 75 billion IoT devices worldwide, a massive jump from just 8 billion in 2017.

This boom in connected devices means more electricity use and more e-waste. Each device needs rare earth metals, complex manufacturing, and constant power, all adding to the carbon footprint of our digital world. Plus, the rollout of 5G to keep these devices running smoothly has pushed energy demands even higher with the need for more infrastructure.

4. Cryptocurrency mining

Cryptocurrency mining, particularly Bitcoin, is one of the most energy-intensive activities in the digital space. Bitcoin mining alone consumes more electricity annually than entire countries like Argentina, with estimates placing its energy usage at 121.36 terawatt-hours (TWh). Fun fact – The Eiffel Tower uses about 7.8 GWh annually to light up and operate. With 121.36 TWh , you could power the Eiffel Tower for over 15,500 years.

https://www.bbc.com/news/science-environment-56215787

5. AI and ChatGPT

AI systems like ChatGPT have a significant environmental footprint, driven by their high energy consumption. Each ChatGPT request uses about 2.9 watt-hours of electricity, which is ten times the energy required for a Google search (0.3 watt-hours). With 100 million weekly users sending around 15 prompts each, ChatGPT’s yearly energy use totals approximately 226.82 million watt-hours—enough to charge over 3 million electric vehicles or meet the energy needs of several small countries. Developing these AI models is also resource-intensive, training GPT-4 consumed more than 62 million kilowatt-hours, costing $8.2 million in electricity alone. These figures highlight the need for innovation in energy-efficient AI systems and a shift toward renewable energy sources. Balancing the rapid advancement of AI with environmental sustainability is becoming increasingly important.

https://wired.me/science/energy/ai-vs-bitcoin-mining-energy/

Resources:

https://www.cloudzero.com/blog/tech-carbon-footprint

https://www.fdmgroup.com/news-insights/environmental-impact-of-digitalisation

https://wired.me/science/energy/ai-vs-bitcoin-mining-energy/

https://www.researchgate.net/publication/358794471_Carbon_Footprint_of_The_Most_Popular_Social_Media_Platforms

by dorota.bicarova -

#01 The Hidden Cost: Does the energy footprint of digital/online spaces matter?

When we think of the internet, we often imagine a clean, limitless, and weightless space. It’s easy to forget that every Google search, YouTube video, or Instagram scroll has a physical cost, one that’s measured in energy consumption and carbon emissions. Unlike the cars we drive or the factories we see, the internet’s energy footprint is invisible, which makes it all the more important to understand and address.

Understanding the impact

Every online activity requires energy. For instance, streaming a standard-definition video for one hour generates approximately 36g of CO2, while high-definition streaming nearly doubles that to 86g of CO2. Multiply this by the millions of users streaming videos every second, and the environmental price becomes suprising. ClimateImpact’s infographic reveals that the internet’s carbon footprint is comparable to that of the airline industry—a sector notoriously known for its environmental impact.

Beyond streaming, other seemingly trivial actions also contribute to this growing footprint. Sending an email with a large attachment, conducting a simple Google search, or saving files in cloud storage might feel inconsequential, but they all require energy-intensive processes that add up over time.

The carbon footprint of the internet, Infographic

The carbon footprint of the internet, Infographic

Exposing the unnoticed energy footprint

The challenge lies in the invisibility of the internet’s environmental impact. Unlike smog-filled skies or plastic-littered beaches, the energy footprint of digital spaces is hidden behind sleek user interfaces and seamless connectivity. This lack of visibility makes it harder to create a sense of urgency or inspire change.

One potential solution, is the growing concept of “app sobriety.” This approach emphasizes the design of apps and websites that are lightweight, energy-efficient, and mindful of users’ time and data consumption. By optimizing digital products for efficiency, developers can significantly reduce the energy demands of everyday online activities. Application and website design can have a direct impact on reducing the ecological footprint of digital spaces, from simplifying user interfaces to minimizing background processes that consume unnecessary energy.

Additionally, the debate between digital and paper-based communications is evolving. It’s not always clear whether digital is more environmentally friendly than paper. While digital platforms save resources like paper, they come with their own hidden energy costs in the form of data storage and the energy used to maintain vast digital infrastructures. The key is efficiency—both in how we design our digital systems and how we manage our data.

https://www.inxsoftware.com/wp-content/uploads/2023/08/Blog-Image-Template-paper-vs-digital-1.webp

Why Should We Care?

As the internet continues to grow, so too does the environmental impact. The rapid expansion of cloud computing, the rise of video streaming, and the surge in online gaming and virtual meetings have all contributed to an increase in the demand for data storage and transmission. In fact, recent studies have shown that digital technologies are responsible for a significant portion of global carbon emissions. Therefore, it’s crucial to address these issues head-on and implement solutions that minimize the negative impact of our growing digital dependence.

The internet is no longer just a tool for communication, it’s a complex ecosystem that supports everything from e-commerce and social media to education, healthcare, and entertainment. Yet, as we continue to rely on digital technologies, we must consider the toll these innovations take on our planet.

How design could help to raise awareness of this issue?

Design can play a transformative role in raising awareness of the hidden energy footprint of digital spaces by making the invisible visible and inspiring actionable change.

Through visually compelling tools like infographics and real-time dashboards, it can translate abstract data into understandable insights. Eco-feedback embedded in interfaces, such as showing the carbon impact of streaming options, encourages greener choices. Gamification and educational prompts can nudge users toward sustainable habits without disrupting their experience. Minimalist, energy-efficient design styles not only reduce consumption but also serve as a blueprint for sustainable digital practices.

Additionally, designers can collaborate on impactful awareness campaigns using social media and interactive exhibits to spotlight this often-overlooked issue. By blending education, creativity, and technology, design has the power to drive both awareness and behavioral shifts toward a more sustainable digital future.

Researching the energy footprint of digital spaces comes also with several challenges.

Data Availability and Accuracy

Reliable and comprehensive data on the energy consumption of digital activities and infrastructure can be hard to find, as much of this information is proprietary or estimated.

Complexity of Digital Ecosystems

The interconnected nature of servers, devices, and networks makes it challenging to pinpoint the exact energy costs of specific actions, such as sending an email or streaming a video.

Rapid Technological Changes

The fast-paced evolution of technology means that data and findings can quickly become outdated, requiring ongoing monitoring and updates.

Lack of Awareness or Priority

Many companies and users, may not recognize the importance of addressing the internet’s energy footprint, which can limit access to resources or support for research.

Comparative Analysis Difficulties

Evaluating the environmental impact of digital solutions versus traditional methods (e.g., digital versus paper) often involves complex trade-offs and assumptions, making it hard to draw clear conclusions.

In the upcoming blog posts, I will describe in more detail the selected problem and its possible solutions by design.

Resources:

https://www.readings.com.au/news/an-extract-from-the-dark-cloud#

https://www.bbc.com/future/article/20200305-why-your-internet-habits-are-not-as-clean-as-you-think

https://www.climateimpact.com/news-insights/insights/infographic-carbon-footprint-internet

https://except.eco/knowledge/is-digital-more-environmentally-friendly-than-paper