Green data centers are becoming a critical component of tech companies’ strategies — driven by both environmental and business motivations. The rising energy demand and increasing pressure to reduce carbon footprints are making energy-efficient infrastructure investments just as important as cybersecurity. I had the opportunity to speak with Brian Stout, Co-founder of People More, about what green data centers really are and why the value of this sector is growing steadily.
Let’s start with the basics — what exactly are green data centers?
Green data centers are also called sustainable data centers. They are modern facilities designed for energy-efficient data processing with minimal environmental impact. They eliminate outdated solutions, like inactive or underutilized servers, and instead rely on cutting-edge technologies, such as efficient cooling systems and advanced energy management tools.
But it’s not just about saving energy. These centers are a direct response to the massive increase in power consumption within the IT sector.
Why is there such a surge of interest in this topic right now?
It’s quite easy to see why. The growing popularity of green technology stems from several concurrent and very recent developments. Firstly, there’s the exponential increase in data volume and the demand for processing it — mostly driven by AI and cloud solutions. Secondly, there’s growing pressure from regulators and society for companies to follow ESG principles. Today, it’s not enough to offer services — you need to show they’re being built responsibly. Green data centers are both a technological and reputational response to these challenges.
Hmmm… so it seems that green data centers are a necessity — but in some ways also a good business decision. What do the real numbers say?
That’s an interesting question. New data has just come out on this. According to Grand View Research, the global green data center market is projected to reach $200.46 billion by 2030, with a compound annual growth rate (CAGR) of 19%. That’s impressive growth — driven primarily by the IT, telecom, and financial sectors.
Investments are currently focused on liquid cooling, power management, and modern ECO-mode UPS systems. On top of that, AI and machine learning are already being used to optimize energy use and cooling processes.
And how do these stats translate into concrete actions from companies?
A great example is Meta, which is making bold, long-term moves toward decarbonizing its IT infrastructure. The company recently signed four new contracts with Invenergy — one of the largest renewable energy developers in the world. These agreements cover the delivery of 791 megawatts of clean energy from wind and solar farms located in Ohio, Arkansas, and Texas.
And this isn’t their first partnership — back in 2023, Meta contracted 760 MW of solar energy from Invenergy. Altogether, the two companies now have a joint project volume of 1.8 gigawatts. The energy will power local grids, while Meta will receive renewable energy certificates to transparently report its ESG progress and climate goals.
The scale of these contracts is a direct response to the rising energy needs of data infrastructure — especially infrastructure supporting AI, machine learning, and large language models.
Is Meta relying only on solar and wind? Or are other energy sources involved?
Not at all. Meta is diversifying its energy portfolio. While solar and wind remain a major focus, they’re also exploring partnerships in the geothermal sector and initiating conversations with nuclear energy providers.
This strategic approach ensures long-term energy independence and provides a competitive edge in sustainability, helping the company stay ahead of increasingly strict environmental regulations. Meta’s investments are among the clearest examples of energy transformation in the IT sector today.
What impact do these actions have on the whole industry?
A massive one. The biggest tech players often set standards that others follow. Their investments show that green data centers are not just a trend — they're very much needed.
In 2020 energy consumption by the entire IT sector accounted for about 4–6% of global energy use. Today, data centers alone are responsible for 2–3% of global electricity consumption — and that share is expected to grow. Without modernization and sustainable investment, the IT sector could face serious operational limits.
So green technology and infrastructure are no longer optional — they're essential?
Exactly. For companies that want to survive in the era of AI, data, and automation, investing in green infrastructure is just as critical as cybersecurity or tech skills.
It’s more than a trend from analyst reports — it’s becoming the new operating standard for IT. Forward-thinking companies understand that the future belongs to those who combine innovation with environmental responsibility. And green data centers are quickly becoming the foundation of that shift.
Thank you for the conversation!
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