(The) societal shift to moving 1s and 0s instead of atoms and mass has the potential to significantly reduce our footprint on the planet and achieve a more sustainable model for housing the soon-to-be 7 billion neighbours we share it with. However, since the ‘cloud’ allows our digital consumption to be largely invisible, arriving magically with the tap of the ‘refresh’ button in our inboxes or onto our smartphones and tablets for immediate access, we may fail to recognise that the information we receive actually devours more and more electricity as our digital lives grow.
— Greenpeace