In a new paper, published in Energy Policy, Loughborough Business School academics Dr Vitor Castro and Professors Tom Jackson and Ian Hodgkinson present econometric models that show the world’s current trajectory towards a ‘doomsday of data’.

Their research also predicts that, based on current energy forecasts, global electricity supply will not be able to keep up with the growing demand for digital data over the next decade. Surprisingly, if data consumption continues unabated, data-driven electricity demand could exceed global electricity production by 2033.

Digital data is generated by people in every corner of the world, and the creation and consumption of digital data is growing rapidly. Data centers alone consume more energy than the entire Kingdom and are estimated to contain 65% dark data – digital knowledge assets that are used once and then forgotten.

Of the University Digital Decarb Design Group calls for urgent action to address the environmental challenges posed by the uncontrolled growth of digital data.

Speaking about their latest findings, Dr Castro said: “Our research highlights the need for a data-centric approach to sustainability across supply chains, sectors, industries and nations. Such measures are crucial for increasing efficiency, reducing energy consumption and transitioning to a decarbonized digital ecosystem, thus supporting the global pursuit of a sustainable, net-zero future.

“This is not just a technical challenge; it is a societal imperative. We need to move from consumption-driven growth to sustainable practices that align digital advances with ecological boundaries.”

The team’s forecast serves as a rallying call for policymakers, industry leaders and the wider digital ecosystem to take immediate action, promoting policies that support energy efficiency, reducing data waste and moving towards a greener digital infrastructure.

the paper, Digital data demand and the limits of renewable energy: forecasting the impact on global electricity supply and sustainabilityis published by the Energy Policy.

Notes for editors

Press release reference number: PR 24/191