Key Takeaways: 

• Unless you’re especially eco-conscious, you probably don’t give a lot of thought to the environmental impact of internet use. And that’s perfectly fine, but–for all of our sakes–we need to hope that tech giants are paying more attention. The good news? Most of them are.
• Keep reading for a more detailed assessment (like a report card) on the major tech companies. From Apple to Amazon, we share some details on the innovations and initiatives powering a more eco-friendly internet. We’ll also discuss the gaps the main companies need to cover in order to make good on their green promises. 
• Meta, in particular, is doing some really great things and has achieved lower numbers across certain metrics. That being said, AI energy demand is increasing at a rapid rate and without additional efforts, any strides they make could be canceled out. 
• As tech giants get pressure to be more socially responsible, it’s important for everyone to get smart on green-washing. This is the practice of using “creative” reporting and accounting policies to appear to be making more substantial efforts toward sustainability. In many cases, more standards around Scope 3 emissions reporting could be really helpful. At the same time, individual users need to use more critical thinking skills when looking for brands that align with any eco-conscious values. 
• Speaking of Scope 3 emissions, there’s a long road of policy discussions ahead. Some of the regulatory shifts coming up, like the SEC’s climate disclosure and the EU’s Corporate Sustainability Reporting Directive (CSRD), will shape how companies report their carbon emissions. Leaning on policy-makers to improve these standardizations can make a big impact. 

When it comes to technology, there’s an elephant in the room that we don’t like to talk about. 

In fact, many of us probably would talk about it, but we don’t hear about it enough (or have any familiarity with the data on the topic). And in truth, instead of an elephant, it’s more like a giant herd of elephants on roller skates heading straight toward us. And those elephants leave behind a massive (carbon) footprint. 

Big Tech has been cranking out emissions like an over-caffeinated teenager with their first gaming console, and it’s starting to catch up with us. In this post, we’re going to share a scorecard for each of the major tech companies, plus some insight into what we can expect in the future. 

Why Big Tech’s Carbon Ledger Matters More Than Ever

Technology has long been a serious contributor to the world’s energy demand. We mentioned in a previous blog post that internet activity accounts for 2-4% of global greenhouse gas emissions. And, while there’s constant innovation around renewable energy resources, right now most of today’s data centers run on fossil fuels. And as you know, the internet doesn’t sleep, so energy consumption is happening around the clock. 

Even scarier is the fact that new AI developments and the associated grid strain could mean real problems when it comes to climate concerns. With the rise of AI-driven data centers, the energy demands are reaching levels that should make all of us take pause. According to some forecasts, this tech boom could strain our power grids like a kid trying to fit into last year’s Halloween costume. For context, we’re talking nearly half of all the electricity consumed by data centers globally by the end of 2025.

Related Post: The Future of a Sustainable Internet – Can Tech Go Carbon‑Neutral?

Scorecard: The Good, the Bad & the Emissions

So which business leaders are doing the right things (and which ones continue to simply prioritize profits)? 

Apple

Progress: First off, let’s give a round of applause to Apple! They’ve cut their absolute emissions by a whopping 60% since 2015 and run on 100% renewable energy. It’s like they’ve decided to go full eco-warrior, which is really helpful in setting the tone for other companies. 

Gaps: That being said, hold your applause! They still have some work to do. Their supply chain (known in sustainability circles as Scope 3 emissions) leaves a lot to be desired. Apple’s environmental impact is still hanging around, especially during the product-use phase. As demand for their product increases among users, we can expect more Scope 3 emissions–along with more innovations to curb them. 

Microsoft

Progress: There are some great things to mention about Microsoft. They’re not just sitting around playing Solitaire; they’re aggressively pursuing carbon-removal contracts and have set their sights on being water positive and carbon-negative by 2030. They continue to scale efforts to reduce water use across operations, while increasing procurement from alternative sources and investing in innovative replenishment and access projects. They have some ambitious ideas along with smart ways to implement them. 

Gaps: Unfortunately, even with those lofty goals, there’s been a 23% rise in their Scope 3 emissions due to AI infrastructure. It’s like trying to lose weight while being surrounded by a buffet of donuts. Microsoft can certainly be doing better in these areas, but they’re off to a good start. 

Amazon

Progress: Amazon, the corporate giant that brings everything to your door in two days or less, is the world’s largest corporate buyer of renewable energy. They’ve earned that title for 4 years in a row. They’ve also got over 500 wind and solar projects under their belt, making them a big player in the green game. Their current energy portfolio is enough to power over 7 million US homes each year. 

Gaps: The bad news is that those next-day deliveries come at a cost. Logistics and aviation emissions are running rampant, outpacing any reductions they’ve made. General global consumption combined with AI energy demand means Amazon really has their work cut out for them in terms of eco-friendliness in the future.

Google

Progress: Google is using its AI superpowers for good, saving an estimated 2.9 million tons of CO₂e with consumer tools. That’s like removing a small country’s worth of emissions! They’re really flexing those tech muscles and have dreams dedicated to further innovation around AI energy demand and other sustainability initiatives. 

Gaps: However, in 2023, Google saw a 13% rise in corporate-wide emissions. The company says that they are working to reduce emissions across data centers, offices, and upstream and downstream value chains. It seems even the best need a little nudge to stay on the green track, but Google is on the right path. 

Meta

Progress: Meta (formerly Facebook) has achieved net-zero emissions for its operations (Scopes 1 & 2). That’s like winning the eco-lottery! And, leaders recently released this 2024 Responsible Business Practices Report that details their efforts around various societal impacts. 

Gaps: On the other hand, the electricity load for AI servers is growing faster than a kid on a sugar high, and they’re heavily reliant on Renewable Energy Certificates (RECs) to look good on paper. It’s a bit like wearing a fancy outfit to hide your messy room (aka all that generative ai energy consumption). As AI energy demand continues to grow, we’ll have to keep an eye on how the company is doing–without the paperwork loopholes. 

Related Post: The Carbon Impact of AI: What’s the Environmental Cost of Our Favorite Tech?

The Green-Washing Debate

Now, let’s dig into the drama around green-washing. Heating up faster than a Real Housewives argument, a controversy is quickly developing around the tech giants and the way that they report their sustainability findings. Green-washing is essentially when corporations promote themselves as environmentally friendly without making any substantial changes, leading to a lack of accountability or genuine commitment. 

Watchdogs have found some shady accounting methods in Big Tech’s emissions reporting. It’s like when you try to pass off a store-bought cake as homemade—eventually, most people can see through it! Consistent standards for Scope 3 reporting are crucial to keeping everyone honest. If not, it’s like playing Monopoly with a friend who keeps changing the rules to win. This will require some serious policy discussions and real efforts on the part of our law-makers, as well as global coalitions who monitor climate goals. 

Specifically, some measures that would help to eliminate green-washing include: 

• Furthering stakeholder engagement with a broader range of people, including businesses, NGOs, academia, etc. 
• Creating more precise definitions for Scope 3 emissions categories. 
• Standardizing methodologies for calculating and reporting Scope 3 emissions (and other metrics that can measure potential climate impact).
• Implementing a comprehensive framework to outline an entire process that companies can follow. 
• Building upon existing standards and guidelines such as the GHG Protocol. 
• Encouraging third-party verifications from independent sources. 
• Creating a centralized database on a specific platform where companies can share their emissions data and facilitate benchmarking and collaboration.

Looking Ahead: Policy, AI, and Power Grids

We’ve got some regulatory shifts coming between 2025 and 2030, like the SEC’s climate disclosure and the EU’s Corporate Sustainability Reporting Directive (CSRD). These could shape how companies report their carbon footprints, especially as grid concerns become a bigger part of the conversation. 

As worries over grid capacity loom, we need smarter solutions. Tech like liquid cooling and small modular reactors (SMRs) could be game-changers. We mentioned these tactics in our previous blog on a more sustainable internet, but look for: 

• Liquid cooling, which means companies can cool down their servers with liquid to reduce data center emissions. 
• Renewable PPAs (Power Purchase Agreements), long-term contracts that let big companies buy clean energy directly from producers. 
• Edge computing, involving placing mini-servers closer to users, so less data has to travel long distances.

Companies like Microsoft and Google are already taking these steps to reduce their digital footprint (according to the roadmaps corporate has released) and at Shift, we’re proud to be part of that momentum. As of 2025, Shift Browser is officially a carbon neutral company—backed by verified offset projects and a long-term plan to reduce our climate impact. We’re building a more sustainable digital experience because we believe every tech company—not just the biggest players—has a role to play in shaping a greener internet.

In the grand scheme of things, Big Tech has made some serious strides in reducing emissions, but there’s still a long way to go. With a little accountability and innovation (and education on eco-friendly practices for all of us), we might just find a way to make our planet a cooler place to be.

Related Post: Shift is officially carbon-neutral