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How Social Media Is Helping Fuel the Transition to Renewable Energy

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Jane Marsh's picture

Jane Marsh is the Editor-in-Chief of She covers topics related to climate policy, sustainability, renewable energy and more.

  • Member since 2020
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  • May 23, 2022

Companies are adopting sustainable practices to meet eco-consumers demands. Global organizations also hold corporations responsible for atmospheric and surface-level pollution. They specifically target digital businesses because of their large carbon footprints.

Social media is creating adverse environmental effects by increasing data center energy use. Data centers rely on fossil-fuel-derived electricity to power the cloud. Social media companies can reduce greenhouse gas emissions and influence grid decarbonization by adopting renewable energy sources.

Decarbonizing the Power Grid

Post-industrial nations are supporting environmental conservation by developing carbon-neutral energy grids. Energy production is the leading cause of global greenhouse gas emissions. Over 80% of the world’s power supply comes from fossil fuels. During combustion, fossil fuels release carbon dioxide, nitrous oxide and other pollutants into the atmosphere.

Environmentalists are targeting emissions using renewable energy sources. Social media companies can facilitate the power grid’s decarbonization to minimize atmospheric degradation. Companies use cloud computing to store and distribute data.

Data centers use significant quantities of electricity, which impacts the global carbon footprint. The top North American data centers use 142.7 megawatts (MW) of electricity. Social media companies can improve sustainability levels by powering data centers with emission-free energy.

Enhancing clean energy production can support carbon neutrality goals. The top social media companies are establishing environmental conservation strategies. Facebook developed a climate science information center to increase ecological awareness.

Facebook’s Climate Science Information Center

Facebook’s information center evaluates essential climate data and distributes its findings. Users can use the information to increase their climate change awareness. The center may also help individuals purchase and install renewable energy devices.

It can distribute information about renewable energy tax incentives and help individuals access cost-effective systems. The information center also monitors climate findings to limit misinformation and greenwashing. It may regulate influencers’ content distribution to improve society’s climate education.

Distributing Accurate Climate Change Data

Social media is helping fuel the transition to renewable energy by improving content distribution. The media platforms help climate change activists reach more users. Greta Thunberg is one activist with an expansive social media following.

She helps individuals understand the severity of climate change effects. Greta also promotes sustainable actions like increasing renewable energy production. Social media additionally increases outreach to actionable generations.

Targeting Millennials and Gen Zs

Researchers recently discovered about 60% of consumers will pay more for sustainable goods and services. Social media can help renewable energy companies reach eco-consumers using advanced algorithms. The majority of eco-consumers are part of the Millennial and Generation Z demographics.

Renewable energy companies can use TikTok as an outreach tool to increase sales and production. The majority of TikTok users are under the age of 34, which increases their climate change influences. Social media also fuels the transition to renewable energy by creating an open communication realm. 

Providing a Space for Feedback

Renewable energy companies can improve sales by building customer loyalty. They may target an actionable audience using social media platforms. Users enjoy two-way communication when interacting with brands online. Furthermore, involving employees in surveys and feedback can help companies become more efficient in their day-to-day operations.

Clean energy professionals can increase climate change awareness and audience interactions by establishing target viewers. Then, they may develop a content calendar to distribute information to their target audience. Professionals can also invite viewers to direct message their accounts and create a more personable interaction.

Individuals are more likely to purchase renewable energy systems from companies with personable social media campaigns. Companies can also increase renewable energy sales and production by becoming green power leaders.

Lead by Example

Many social media companies power their office buildings and data centers with renewable energy to support the global transition. Facebook is one of the leading sustainable social media companies. The company uses 100% renewable energy to shrink its carbon footprint.

Snapchat also uses clean power to reduce environmental degradation. The social media company is entirely carbon neutral. As more companies adopt clean energy systems, society may decrease its fossil fuel reliance.

When Will We Reach Carbon Neutrality?

In 2015, the United Nations established the Paris Agreement to reduce greenhouse gas emissions. Companies can support the agreement by using more emission-free electricity. Social media companies may significantly impact the sustainability sector by shrinking their carbon footprints.

Many business owners are setting emission reduction goals. They plan to achieve carbon neutrality by the middle of the century. Reducing atmospheric pollution and improving ecological and human health conditions.

Matt Chester's picture
Matt Chester on May 23, 2022

There are some great things happening on social, but I also worry about the potential negatives-- namely the tendency for social media platforms to build echo chambers so those who deny the impact of climate change and the importance of these solutions simply creating a bubble to reinforce those beliefs in one another (something that happens for any topic on social media). Do you see viable strategies for breaking through these challenges that social media causes? 

Jane Marsh's picture
Thank Jane for the Post!
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