In the wake of negative media portrayal and the BBC Panorama programme criticising the data centre sector, it is essential for us all associated with the industry to help put the record straight and foster better understanding among the media and governments worldwide.
In this blog, we’re here to unravel the truth about data centres and their role in powering the digital age.
Digital Demands & Media Irony
Ironically, even the BBC frequently promotes its ‘on demand’ iPlayer service, delivering programmes, including the Panorama Programme, on a service hosted in at least one data centre, they overlook a crucial fact – data centres themselves are not the problem.
The real issue lies in the energy consumption of the digital infrastructure within data centres.
As a society, we cannot ignore the increasing demand and ongoing use of digital services while simultaneously criticising data centres for their energy consumption.
Energy demand will increase the more digital services we offer and consume, so we have the responsibility to make these services as energy-efficient as possible. It’s a delicate balancing act, we can’t have it both ways.
A Wake-Up Call at a Data Centre Conference
This issue was nicely illustrated by a protest that occurred at a data centre conference in Ireland. Environmental activists disrupted the event to protest data centre power consumption.
What escaped their notice was the irony of their actions – almost every protester was holding up a phone to capture photos and videos, no doubt for wider distribution via a data centre, unknowingly contributing to the very issue they were protesting!
It’s time for increased awareness and education to bridge this gap in understanding.
The Real Culprit: Inefficient Digital Infrastructure
Let’s redirect the blame where it belongs.
Data centres are vital enablers of the digital world as they host the digital equipment that provides the services we use both professionally and socially, but the real problem lies in the fact that the digital infrastructure being hosted is typically highly energy inefficient. Addressing this issue is a critical step towards true sustainability.
As a society, we must recognise that consumption of digital services comes with an energy cost, and we bear a collective responsibility to both understand the cost of the choices we make and to push for improvements in the efficiency of the digital infrastructure we have come to rely on. It is not the data centres themselves that consume the energy – they merely add a delivery overhead to the digital services being offered by the customers hosted within data centres.
If you are consuming digital services of any kind, you are part of the data centre energy consumption issue.
Embracing Energy Savings & Environmental Benefits
While we acknowledge the need for energy efficiency, let us also highlight the positive impact of digital services provided by data centres and the services they host.
As we increasingly rely on online tools for meetings and communications, the reduction in travel and face-to-face interactions results in significant energy savings and reduced greenhouse gas emissions – especially crucial in a post-Covid world.
Conclusion
It is time to demystify the relationship between data centres, digital consumption, and energy efficiency.
Instead of casting blame in the wrong direction, we should be working together to address the challenges and seize opportunities for a more sustainable future.
By educating the media, governments, and the public about the true dynamics at play, we can pave the way for responsible digital growth and environmental consciousness.
Let us steer the conversation towards positive change and appreciate the invaluable role data centres play in shaping our digital landscape.