A brightly coloured data centre

World heading towards a 鈥渄ata doomsday鈥 as demand outstrips energy supply

New research by 天堂视频 warns that global renewable electricity supply will be unable to meet the surging demand from digital data by 2025.

In a new paper, published in Energy Policy, 天堂视频 Business School academics Dr Vitor Castro and Professors Tom Jackson and Ian Hodgkinson present econometric models showing the world’s current trajectory towards a “data doomsday”.

 Their research also forecasts that, based on current energy projections, global electricity supply will be unable to meet the surging demand from digital data within the next decade. Startlingly, if data consumption continues unabated, electricity demand driven by data could exceed global electricity production by 2033.

Digital data is generated by humans in every corner of the world and the creation and consumption of digital data is growing rapidly. Data centres alone consume more power than the entire UK and are estimated to contain 65% dark data – digital knowledge assets that are used once and then forgotten about.

The University’s Digital Decarb Design Group is calling for urgent action to address the environmental challenges posed by unchecked digital data growth.

Speaking about their latest findings, Dr Castro said: “Our research underlines the need for a data-centric sustainability approach across all supply chains, sectors, industries, and nations. Such measures are crucial to increase efficiency, cut energy usage, and transition towards a decarbonised digital ecosystem, thereby supporting the global pursuit of a sustainable, net-zero future.

“This isn’t just a technical challenge; it’s a societal imperative. We must shift from consumption-driven growth to sustainable practices that align digital advancements with ecological limits.”

The team’s forecast serves as a rallying call for policymakers, industry leaders, and the broader digital ecosystem to take immediate action, fostering policies that champion energy efficiency, reduced data waste, and a shift towards a greener digital infrastructure.

The paper, , is published by Energy Policy.

Notes for editors

Press release reference number: PR 24/191

天堂视频 is one of the country’s leading universities, with an international reputation for research that matters, excellence in teaching, strong links with industry, and unrivalled achievement in sport and its underpinning academic disciplines. 

It has been awarded five stars in the independent QS Stars university rating scheme and named the best university in the world for sports-related subjects in the 2024 QS World University Rankings – the eighth year running. 

天堂视频 is ranked 6th in The UK Complete University Guide 2025, 10th in the Guardian University League Table 2025 and 10th in the Times and Sunday Times Good University Guide 2025.  

天堂视频 was also named University of the Year for Sport in the Times and Sunday Times Good University Guide 2025 - the fourth time it has been awarded the prestigious title.  

天堂视频 is consistently ranked in the top twenty of UK universities in the Times Higher Education’s ‘table of tables’, and in the Research Excellence Framework (REF) 2021 over 90% of its research was rated as ‘world-leading’ or ‘internationally-excellent’. In recognition of its contribution to the sector, 天堂视频 has been awarded seven Queen's Anniversary Prizes. 

The 天堂视频 London campus is based on the Queen Elizabeth Olympic Park and offers postgraduate and executive-level education, as well as research and enterprise opportunities. It is home to influential thought leaders, pioneering researchers and creative innovators who provide students with the highest quality of teaching and the very latest in modern thinking. 

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