Digital activity now produces around 4% of global greenhouse gas emissions – more than all the planes in the world combined. And it’s growing every day.
Loughborough researchers have coined the term “Digital Decarbonisation”. Headed up by academics and alumni Professors Tom Jackson and Ian Hodgkinson, the pair are pioneering voices in this space with their work recognised by the World Economic Forum (WEF).
Digital Decarbonisation refers to the effort to reduce the environmental impact of our increasingly data-driven world. As the digital economy expands, the energy required to power artificial intelligence, store vast amounts of data, and run global IT infrastructure is growing rapidly, bringing with it significant carbon emissions and sustainability concerns.
Expanding on the foundations of their research – and with help from alumni donors – Professors Jackson and Hodgkinson are creating the world’s largest PhD research cluster in Digital Decarbonisation – training the next generation of innovators to slash “dark data,” build energy-aware AI, and make sustainability the standard across industries.
Donations support PhD research students like Rory, whose work is shaping a cleaner, more sustainable digital future. He has recently joined the research cluster having studied his undergraduate degree in Business Analytics at the University.
Rory spoke about the impact on his digital decarbonisation journey:
“At an individual level, your funding helps me devote more time to developing my research skills and broadening my career opportunities. At the collective level, your funding is helping to reshape the digital ecosystem for the better. You are helping drive improved data efficiency in organisations so they can deliver more value to society. You are helping us discover ways organisations can reduce their data footprint and, therefore, their impact on the environment. Thank you to donors for the part you are playing in achieving these wider goals.”
With a strong interest in data, design, and sustainability, this PhD was the perfect opportunity for Rory to develop his passion and make a difference in the world.
Your university – and fellow alumni – are driving real-world change. This important research and corresponding action shapes a legacy for future generations.
The next time you click, you could be part of this exciting research by donating to Digital Decarbonisation at Loughborough. Every click adds up. Make yours count.
On 2 December 2025, the University is holding Giving Day. It’s a day when you can choose to make a difference alongside others and select a cause that resonates with you. Look out for more information across our website, social media, and emails as we celebrate your impact.
