Consumers threaten to abandon businesses that pollute by hoarding unnecessary data
by The Production Team

Veritas Technologies, the leader in secure multi-cloud data management, today announced new research that indicates almost half of Australian consumers (46%) think it’s the responsibility of the organisations that store their information online to delete it when it’s no longer needed. They’re also prepared to vote with their feet if businesses don’t cut back on data-related pollution: nearly half (41%) said they would stop buying from a company if they knew it was wilfully causing environmental damage by failing to control how much unnecessary or unwanted data it is storing.

The research, which polled 13,000 consumers around the world including Australia, also found that nearly half (40%) said it concerns them that 2% of global energy-related pollution emissions are caused by data centres. In response, three-fifths (57%) of Aussie’s said they would like to see more focus from local organisations on controlling the negative impact of online data storage on the environment. This could include organisations encouraging their customers to close unused or inactive accounts and guidance on deleting obsolete information they no longer need or want.

Rags Srinivasan, chief sustainability officer at Veritas Technologies, said: “Beyond the costs of storing data, the hidden costs of its environmental impact should be at the top of every business leader’s agenda. Data centres run 24 hours a day and by 2030 are expected to use as much as 8% of all electricity on the planet. It’s easy to forget that data centres are mostly fossil fuel-powered and generate about the same amount of CO2 as the airline industry.”

The new research also found that almost half (47%) of consumers globally said it concerns them that online data storage wastes energy and produces environmental pollution when, on average, half of the data enterprises store is redundant, obsolete or trivial (ROT) and another 35% is “dark” with unknown value, that according to separate Veritas research in which IT decision makers reported the percentages of ROT, dark and business critical data within their organisations.

Pete Murray, managing director of ANZ at Veritas Technologies, added: “Filtering data that is not needed should become a moral imperative for everyone to reduce the environment impact. Besides the cyber security concerns related to unnecessary data hoarding, many consumers also feel passionately about reducing their carbon footprints. Australian companies should consider the environmental impact of poor data management practices, even if they outsource their data storage to public cloud providers. With half of Australians saying that they would stop buying from companies that fail to address environmental challenges, the risk to businesses of ignoring this issue is too significant to ignore any longer.”


Survey Methodology 

The survey, conducted by 3Gem on behalf of Veritas, polled 13,000 consumers across Australia, Brazil, China, France, Germany, Singapore, South Korea, UAE, UK, USA and Japan between February 1-16, 2023.


About Veritas

Veritas Technologies is a leader in multi-cloud data management. Over 80,000 customers—including 95% of the Fortune 100—rely on Veritas to help ensure the protection, recoverability and compliance of their data. Veritas has a reputation for reliability at scale, which delivers the resilience its customers need against the disruptions threatened by cyberattacks, like ransomware. No other vendor is able to match Veritas’ ability to execute, with support for 800+ data sources, 100+ operating systems, 1,400+ storage targets and 60+ clouds through a single, unified approach. Powered by Cloud Scale Technology, Veritas is delivering today on its strategy for Autonomous Data Management that reduces operational overhead while delivering greater value. Learn more at Follow us on Twitter at @veritastechllc.

Veritas and the Veritas Logo are trademarks or registered trademarks of Veritas Technologies LLC or its affiliates in the US and other countries. Other names may be trademarks of their respective owners.


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The Production Team

The KBI Production Team write and hunt down the information security professionals need to know. They present news updates and thought-piece articles designed to provide educational content and insights for the industry. You can reach out with any ideas or requests for subject coverage to with your message.

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