Sustainability beyond recycling: The role of digital platforms in environmental responsibility

By Degraft OSEI

When we think of sustainability, images of solar panels, reusable bags, and electric vehicles often come to mind. But sustainability in the digital age must go beyond the physical—it must include the virtual.

The internet, often seen as weightless, has a surprisingly hefty carbon footprint. Social media platforms, with their sprawling data centres and endless streams of videos and photos, are significant contributors to global energy consumption.

It’s an issue few talk about. Every like, comment, or share is powered by energy-intensive data centres, which are often fuelled by non-renewable energy sources.

The responsibility to address this fall on platforms, policymakers, and users alike. Yet, despite the urgency, sustainability remains an afterthought for much of the tech world.

The Hidden Carbon Cost of Social Media

The energy demands of digital platforms are staggering. Data centres, which store and process the vast amounts of content uploaded daily, consume approximately 1% of the world’s total electricity.

Platforms like YouTube, TikTok, and Instagram rely heavily on these centres to keep feeds fresh and videos running smoothly. As internet use continues to grow, so does the environmental impact.

Take, for instance, video content. High-definition videos require significantly more energy to store and stream than static images or text.

Auto-play features, which are designed to keep users engaged, exacerbate the problem by encouraging prolonged viewing. While these features may boost platform metrics, they come at an environmental cost.

Lessons from Hospitality

My work in luxury hospitality has shown me that sustainability isn’t just about optics—it’s about systemic change.

At The Berkeley & The Emory hotels, I led initiatives that achieved a 95% recycling rate. This required more than placing bins around the property; it involved educating staff, optimizing processes, and engaging stakeholders at every level.

The same principles apply to digital platforms. Small changes, implemented at scale, can have a significant impact.

For example, platforms could optimize algorithms to reduce energy-intensive processes or give users the option to stream content in lower resolutions. These may seem like minor tweaks, but they add up when billions of users are involved.

What Platforms Can Do

Platforms have a unique opportunity to lead the charge in digital sustainability. Here’s how they can make a difference:

• Adopt Renewable Energy?Companies like Google and Microsoft have set ambitious goals to power their data centres with 100% renewable energy. Social media platforms must follow suit, committing to similar standards and ensuring their operations are as green as possible.
• Optimize Algorithms for Efficiency?Algorithms designed to maximize engagement often prioritize features that consume more energy. Platforms should rethink these designs, focusing on efficiency without compromising user experience.
• Encourage Sustainable Behavior?Platforms can use their influence to promote eco-friendly habits. For instance, they could highlight content that raises awareness about climate change or encourage users to adopt greener practices in their daily lives.
• Transparency in Impact?Just as companies report their carbon emissions, platforms should disclose the environmental impact of their operations. This transparency can build trust and encourage accountability across the industry.

The Role of Governments and Users

Policymakers must create incentives for tech companies to adopt sustainable practices. Tax breaks for using renewable energy, grants for green technology research, and stricter regulations on energy consumption can drive change at an industry level.

Users, too, have a role to play. By choosing platforms that prioritize sustainability and being mindful of their digital habits, consumers can contribute to the solution.

Simple actions—such as reducing screen time, streaming in lower resolutions, or supporting eco-conscious initiatives—can collectively make a big difference.

How Luupli Is Leading by Example

While many platforms have yet to embrace sustainability, Luupli has made it a core part of its mission. From its inception, the platform has prioritized energy-efficient technologies and streamlined data usage to minimize its environmental footprint.

Luupli’s commitment to sustainability isn’t just a marketing angle—it’s embedded in its operations. While still in Beta and yet to launch, Luupli is set to revolutionise the social media industry, bringing sustainability to the fore for an industry that has relegated this idea to the back for so long.

A Vision for the Future

Imagine a world where digital platforms actively contribute to a more sustainable planet. A world where your favorite app is powered by renewable energy, and your interactions online help fund environmental initiatives. This isn’t a far-fetched dream—it’s a reality that’s entirely within reach.

The stakes couldn’t be higher. The digital world is expanding rapidly, and its environmental footprint will only grow unless proactive measures are taken. Platforms, governments, and users must work together to ensure that the internet remains a force for good—not a burden on the planet.

A Call to Action

As someone who has worked at the intersection of innovation and sustainability, I know that progress is possible.

Whether it’s achieving near-zero waste in a luxury hotel or designing a fairer social media platform, the principles are the same: rethink systems, engage stakeholders, and commit to long-term goals.

The internet has transformed our lives, but it has also created new challenges. It’s time for digital platforms to take responsibility for their environmental impact. By adopting sustainable practices, they can lead the way toward a greener future.

Let’s ensure that the digital world is not just sustainable but regenerative. The tools are in our hands—it’s up to us to use them wisely.

Degraft  is the co-founder and chairman of Luupli, a revolutionary social media platform that empowers genuine self-expression and promotes authentic human connections. He has extensive experience in the hospitality, tourism and technology sectors in the United Kingdom. He can be reached via [email protected]

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