Key Takeaways:

• If you don’t ever think about the carbon footprint of your internet activity, it’s time to start. As AI explodes, the share of energy being used online is expected to climb–and that’s definitely concerning. The internet already accounts for a surprising percentage of the global carbon footprint, and that will only expand with more activity. 
• Luckily, there’s plenty happening in the green tech space to forge a more sustainable future. For example, smarter infrastructure using liquid cooling technologies in datacenters, or renewable power purchase agreements on a broader scale can all help to make infrastructure systems more eco-friendly. 
• Maybe you’re already dialed in on sustainable internet practices. The hard truth is that no matter how many times you reduce the speed of your streaming, it’s a raindrop in an ocean. We need tech companies to step up with innovative solutions—and many are. Google, Microsoft, and AWS all have actionable plans in place and new green tech companies are developing all the time. If policy-makers can create sustainable internet priorities, we have a real chance to make lasting change. 
• 2030 approaches quickly, bringing with it lofty goals around mitigating climate change and creating a more eco-friendly future. Look for innovations across the tech spectrum and consider putting pressure on both private companies and your local legislators. Tell them you want to do your part to leave the planet better for the next generation, and you expect action on their part. 

Name an industry that’s beating aviation in terms of greenhouse gas emissions. 

You might be as surprised as we were to learn that internet activity accounts for 2-4% of global greenhouse gas emissions. Although efforts to use renewable energy resources are increasing, the fact is that most of today’s data centers run on fossil fuels–and they run 24/7. 

Where does that leave a population that seems to live online–but is increasingly concerned about the future of the planet? And the really big question: Could the web ever run on close‑to‑zero carbon?

In this article, we’re exploring what the average internet user needs to understand about the carbon footprint they’re contributing to, plus innovative ways to curb the trend and which tech companies are on board. Keep reading to learn about the green tech trends to watch and what you can do.

Related Post: The Carbon Footprint of the Internet: How Your Data Usage Emits CO2

Why the Internet’s Carbon Footprint Matters

It’s tempting to think of the internet as a bunch of magical wires and lights providing endless information with just a few clicks. But, surprise! It has a carbon footprint that could make even the most eco-conscious among us cringe. Every time you binge-watch cat videos or scroll through memes, you’re actually using energy—and lots of it. 

Data centers, the unsung heroes (or villains) behind our online escapades, consume a significant portion of the world’s total electricity. We mentioned a 2-4% figure, and that number is expected to grow by 2030. Why 2030? It’s the first major milestone embedded in global frameworks such as the UN Sustainable Development Goals and widely adopted under the Paris-Agreement process, with national and corporate climate plans commonly aiming for roughly 50 % emission cuts by that year. That’s like having a tiny country’s worth of energy just to keep our Wi-Fi alive and kicking. For more context, one specific datacenter meant to exclusively run artificial intelligence software would, at full operation, consume five gigawatts of electricity, enough to power 3.7 million homes.

And with global internet usage skyrocketing, this carbon footprint is only going to get bigger. So, what’s the plan? Try not to read any more articles about it and forget that you know this information? 

The problem with that strategy is that we all need to do our part to lessen the growing carbon footprint. As Internet usage increases, reducing the internet's carbon footprint is essential for achieving broader climate goals and mitigating the effects of global warming. Simply put: if you’re interested in a more sustainable existence, the internet is one area that must be explored.

Related Video: The carbon footprint of the internet—explained

How We Get to Carbon Neutral

Smarter Infrastructure

First up, we need to get a little creative with our infrastructure. Think of it as giving the internet a brain upgrade. Here’s how:

• Liquid cooling: Forget ice packs; we’re talking about “radiators for servers.” Instead of letting those servers sweat it out in a hot room, companies can cool them down with liquid. It’s like giving them a spa day—servers deserve pampering too!
• Renewable PPAs (Power Purchase Agreements): These are long-term contracts that let big companies buy clean energy directly from producers. It’s basically like deciding to get your coffee from a local organic farm instead of a chain—way fresher and a lot cooler. Right now the costs might be a concern (just like when you buy organic groceries), but as programs scale, this should become more economical. 
• Edge computing: This fancy term means placing mini-servers closer to users, so less data has to travel long distances. Imagine if your pizza could teleport to you instead of the delivery guy driving all over town. More efficient and way less waiting time!

Cleaner Code & Design

Another tactic would be cleaning up our act—starting with code! Cleaner code means leaner pages that load faster and use less power. Think of it as a diet for websites. Here’s an example: Netflix has already trimmed streaming quality on slow connections, saving a whopping 34% on energy without viewers even noticing. You can binge-watch “Stranger Things” guilt-free (but maybe not fear-free). 

Policy Tailwinds

Here’s where the political aficionados can shine. We need actionable global policies that support genuine efforts. And, as many consumers start to develop a passion around sustainable tech, we can expect more legislators to pay attention. 

For instance, the EU is rolling out new rules that demand big tech companies prove their data centers are running on green power. It’s like having to show your math homework before you can play video games. Meanwhile, the US is throwing incentives for clean energy builds at more companies than ever before. 

And let’s not forget about carbon accounting, which now counts supply-chain emissions more broadly (Scope 3). In plain English, this means that if a company is spilling carbon from their supply chain, they can’t just ignore it anymore. Business leaders need to pay attention to things like corporate travel, waste disposal, etc. when figuring carbon emissions. Ideally, this will enhance not only awareness but accountability. 

Bright Spots: Companies Leading the Charge

The good news is several companies are on board with a more sustainable future. Let’s give props to some of the companies that are leading the charge toward a greener internet:

• Google: The search giant is aiming for 24/7 carbon-free energy by 2030. They’re not just searching for answers; they’re actively looking for ways to clean up their energy act!
• Microsoft: With an internal carbon fee, Microsoft is funding clean projects. It’s like having a personal piggy bank dedicated to saving the planet. Every little bit counts, folks!
• Start-ups: Amazon’s AWS Clean Energy Accelerator is an innovative program crafting solutions to make the cloud a little less cloudy and a lot greener. They also host an Innovation Showcase where they hear pitches from amazing sustainable tech entrepreneurs and provide resources for the next big thing in the space. 

Shift is proud to be part of this growing movement. As of 2025, Shift browser is officially a carbon neutral company—taking accountability for the emissions tied to our digital footprint. Through verified offset projects and a long-term drive for continuous improvement, we’re committed to making the internet more sustainable.

Related Post: Shift is officially carbon-neutral

2030 & Beyond – What to Watch

2030 will be here before we know it. As we zoom toward the future, there are some exciting prospects on the horizon. 

We’ll see the growth of green grids where AI smartly auto-routes workloads to low-carbon regions, making energy usage as efficient as possible. Plus, waste-heat-to-district-heating projects will be turning that unwanted heat into cozy living spaces. 

And, let’s not forget about quantum computing, which holds immense potential to revolutionize various fields by leveraging the principles of quantum mechanics to perform complex computations that are currently intractable for classical computers. It's like having your super-smart, problem-solving friend with you all the time. 

The future of a sustainable internet is not just a dream; it’s an exciting journey filled with innovation, accountability, and–just maybe–a tiny bit of sacrifice for each of us. But we’re all in it together (well, us and the technocrats), and green tech can truly forge a better future for everyone.