A significant majority of data center customers and operators express concern about the environmental impact of their IT decisions, yet only a small fraction translate that worry into action during procurement processes. According to a recent survey by Seagate, while 95% of respondents acknowledge environmental issues, merely 3% prioritize sustainability when making purchasing decisions. Furthermore, though 92% recognize the value of prolonging the life of their storage equipment, only 16% consider it a primary purchasing factor.
This lack of commitment to sustainability extends to AI-related decisions as well, as highlighted in Hitachi Vantara’s "State of Data Infrastructure Global Report." Among the essential aspects for successfully employing AI, sustainability ranked the lowest concern, with two-thirds of IT leaders leaving it out of their top three priorities.
Experts attribute this gap between concern and action primarily to the dominating factors of cost and immediate performance outcomes. Jason Feist, Seagate’s SVP of cloud marketing, noted that acquisition costs largely dictate buying behaviors, overshadowing sustainability initiatives. Jay Lawrence, CEO of Equus Compute Solutions, echoed this sentiment, stating that many organizations remain focused on speed, cost efficiency, and performance, though the long-term returns on energy-efficient solutions are becoming increasingly apparent.
Despite the current complacency among data center operators and consumers regarding sustainable procurement, experts assert that growing energy demands from AI will necessitate a reevaluation of these priorities. The International Energy Agency forecasts that energy consumption from data centers will more than double by 2030, substantially driven by AI technologies. Lawrence emphasizes that without effective energy strategies, the environmental footprints of AI workloads could expand rapidly.
There are signs of progress among some organizations. Jenny Gerson from DataBank explained that numerous large IT companies have stringent sustainability requirements, fostering a demand for Renewable Energy Certificates among data center operators. Over the last decade, DataBank has provided green energy options, which, initially seen as a marketing gimmick, have evolved into essential contractual obligations amid growing customer expectations.
While advancements are noticeable, particularly in Europe due to regulatory pressures, many business leaders fear public backlash over disclosing emissions data. According to a Wasabi survey, nearly half of such leaders hesitated to uncover their carbon footprint, worrying that high emission levels may deter customers.
Despite the complexities involved in calculating carbon footprints, experts believe CIOs can leverage their influence to steer data center operators toward sustainability. Feist underscores the power of customer feedback, especially from higher-value accounts, in driving operational changes within the data center industry.
CIOs should advocate for transparency regarding energy consumption and carbon emissions from their providers, particularly during procurement discussions. Dunn from Wasabi stresses the importance of pushing for comprehensive insights at the procurement stage rather than relying on post-contract negotiations, where negotiating power diminishes significantly.
