Today, creating content is a major part of how people share information and connect with others. Digital media, from social media posts and online videos to digital news, has the power to shape opinions, influence culture, and bring people together. Yet, behind every eye-catching video, striking photo, and creative campaign lies a hidden cost: the environmental impact of digital media production.
When people think about pollution, they often imagine factories, cars, or dirty rivers, not media studios or online ads. However, digital media also contributes to environmental harm. Every step in the content creation process, including filming, editing, streaming, and storing data, uses energy. Research shows that video streaming alone produces more than one percent of global greenhouse gas emissions. The massive data centres and servers that power the internet rely heavily on electricity, much of which still comes from fossil fuels.
According to the European Climate Pact, digital technologies continue to grow, but so does their carbon footprint. In 2023, data centres and networks used for transferring and storing information were responsible for about one percent of the world’s energy-related greenhouse gas emissions. The rise of artificial intelligence (AI) has made this problem worse, as training and running AI models consume huge amounts of power. For example, one ChatGPT query can use 50 to 90 times more energy than a typical Google search. These systems also need large amounts of water to stay cool during operation. At the same time, the quick replacement of electronic devices adds to the growing pile of e-waste, while increased internet use, streaming, cloud computing, and blockchain continue to drive up energy demand and pollution.
As technology evolves, outdated cameras, computers, and other tools used in media production often end up as electronic waste, one of the fastest-growing pollution sources in the world. This reality challenges the media and communications industry to tell powerful stories while protecting the planet. Achieving sustainability in digital production starts with intentional choices, being mindful of how every action impacts the environment. From the planning stage to post-production, teams can make eco-friendly decisions such as filming locally, reducing travel, using natural light, and reusing existing footage or animation to avoid wasteful shoots. Smaller teams, better planning, and thoughtful scripts not only save resources but also make productions more efficient and cost-effective.
During filming, simple changes can create meaningful results. Using energy-efficient equipment, rechargeable batteries, and LED lighting reduces emissions, while going paperless, avoiding single-use plastics, and sourcing locally promotes greener habits. Beyond helping the planet, these practices encourage creativity, collaboration, and responsibility within teams.
In the end, sustainability in media is not just about cutting energy use or reducing waste; it’s about reshaping how stories are told and produced. By combining creativity with care for the environment, the media industry can continue to inspire audiences while leading the way toward a more sustainable future.
