Alors que nous sortons de 2 années de crise sanitaire qui ont été rythmée par des confinements à répétition et des restrictions souvent mal vécus. Nous arrivons petit à petit à voir le bout du tunnel grâce notamment aux développements des vaccins. Cette période a permis une utilisation encore plus accrue de nos smartphones ou encore de nos réseaux sociaux préférer, certaines marques comme Apple, Facebook ou encore Amazon on bénéficiait de cette période mais à quel prix ?
Quelles ont été les conséquences de ces 2 années de crise sanitaire ?
Cette période a également servi de catalyseur à la digitalisation en effet les Français ont été privée de plusieurs moments où ils auraient pu se retrouver en famille, avec des amis ou encore avec des collègues de travail effectivement plusieurs établissements se sont retrouvés fermé, on pense aux restaurants, aux cafés, aux cinémas ou encore aux stades de foot, autant d’endroit convivial demeurant inaccessible.
Nous retrouvons un chamboulement également dans le monde du travail où on a eu la mise en place du télétravail qui est encore pratiqué aujourd’hui, nous avons un rapport sur la transformation numérique de Twilio qui affirme que le Covid 19 a été l’accélérateur digital de la décennie pour les entreprises, 97 % du panel de dirigeants d’entreprises interrogés pour l’étude indiquent que la pandémie a accéléré leur transformation numérique.
Nous pouvons constater cette digitalisation par plusieurs facteurs, nous avons par exemple le nombre d’abonnés Netflix qui a doublé ces 2 dernières années passant de 110 Millions en 2018 à 210 millions au début de 2021 nous constatons une évolution exponentielle dans les autres plateformes comme prime vidéo ou Disney plus. Nous avons eu une explosion d’utilisation et d’interaction sur les réseaux sociaux comme Facebook, Instagram, Twitter et avec une fulgurance incroyable du réseau social Tik Tok passant de 55 millions d’utilisateurs en janvier 2018 à 800 millions d’utilisateurs en octobre 2021. On remarque également cette digitalisation par le comportement d’achat des consommateurs, le e-commerce n’est plus qu’une simple alternative, c’est même devenu aujourd’hui un moyen indispensable d’achat avec en tête d’affiche le géant du E-commerce, Amazon.
Doit-on s’inquiéter de cette hyper digitalisation et de l’impact des ses grandes multinationales sur l’environnement ?
Tout d’abord on pourrait se demander de quelle manière des grandes multinationales tels qu’Appel, Facebook, ou Amazon peuvent avoir un impact négatif sur l’environnement ? Il faut savoir que derrière chaque commande virtuelle passé sur l’e-commerce d’Amazon ou sur le site d’Appel il y a un maillage formel des routes et des voies ferrées, nous avons également des entrepôts dévoreurs d’espaces, d’énergie et de ressource naturelle, on retrouve également un réseau complexe d’antennes, de câbles, des centres de stockage de données informatiques de plus en plus nombreux et les multinationales ne compte pas en rester là, à en croire le projet audacieux de Marc Zuckerberg qui veux la création d’un monde virtuel d’ici 2030 .
Greenpeace définit la pollution numérique comme une forme de pollution engendrées par le secteur informatique : émissions de gaz à effet de serre, contamination chimique, érosion de la biodiversité ou encore production des déchets électronique. Nous savons aujourd’hui que les flux de données sur internet impact également l’environnement avec notamment la consommation de streaming vidéo (YouTube, réseaux sociaux, Netflix etc.…) qui représentent à eux seul 1 % d’émission mondiale de Co2. Il faut savoir que l’empreinte carbone du streaming vidéo est encore plus gonflée, et cela à cause de l’utilisation d’énergies fossiles (gaz et charbon) pour alimenter les centres de données. On peut tout de même constater une prise de conscience de certaines sociétés qui se tourne vers une énergie 100% renouvelable comme Facebook ou Google mais nous retrouvons également des entreprises à la traine comme Twitter ou encore Netflix qui n’ont pas l’écologie dans leurs centres de préoccupations.
Malgré une prise de conscience, beaucoup de doute persiste à cause de la volonté des entreprises de chercher les meilleures performances et la meilleure qualité possible mais cela peut entraîner des conséquences désastreuses pour l’environnement. Les vidéos en très haute définition par exemple aggravent la pollution numérique, le déploiement de la 5G risque également d’aggraver la pollution numérique car le déploiement de la 5G nécessitera de nouveaux équipements et cela risque de provoquer une explosion des nouveaux produits technologiques adapté à la 5ème génération des standards de téléphone mobile. Une étude du haut conseil pour le climat évoque une augmentation de 18 à 45 % l’empreinte carbone du secteur numérique en France d’ici 2030.
shuttterstock , Healty tech studio
Quelles sont les engagements environnementaux de APPLE, FACEBOOK ou encore AMAZON à l’horizon de 2030 ?
Facebook est une des entreprises digitales qui prend le plus en compte son impact sur l’environnement et n’hésite pas à le mettre en avant, en effet Facebook à réduit de 59 % ses émissions de gaz à effet de serre en 2019 mais il ne compte pas s’arrêter là car leur ambition est de passer à une consommation 100 % renouvelables d’ici 2030, Facebook s’engage également à restituer plus d’eau qu’il n’en consomme pour ses activités à travers le monde à l’horizon de 2030.
Amazon est pour leur part fortement critiquée par une population investie par ses enjeux environnementaux et par une multitude d’ONG qui sont préoccupées, plusieurs voix estiment que « le monde selon Amazon n’est pas viable ». Amazon a donc dédié une page liée aux engagements pour le développement durable sur leur site internet, on y retrouve un engagement à utiliser 80 % d’énergies renouvelables d’ici 2024 pour atteindre 100% en 2030. Amazon a également créé un programme « Amazon Second Chance » qui informe les produits recyclables et la manière de les recycler au consommateur. Plus généralement l’objectif d’Amazon à travers ce programme est d’informer les clients sur un éventail de thèmes et de services liés au développement durable. Amazon est plutôt très optimiste car ils ont pour but d’atteindre zéro émission carbone en 2040. On pourrait tout de même penser que ses engagements ont pour but de se donner une image de marque responsable pour éviter les critiques qui pourraient être préjudiciable à terme.
Enfin Apple est l’une des entreprises qui ont très vite compris l’importance de cette transition écologique puisqu’Apple fonctionne désormais à 100% avec de l’énergie propre grâce à des projets solaires aux Philippines, en Thaïlande et en Afrique du Sud qui leur permet de se procurer de l’énergie propre et rentable. Apple a également décidé d’augmenter son utilisation de source d’eaux alternatives comme l’eau recyclée, l’eau de pluie ou encore l’eau de condensation, ils sont également très impliqués sur le recyclage des produits qu’ils fabriquent. Apple a dévoilé leur volonté d’atteindre la neutralité carbone sur toute la chaine de production leur objectif étant de n’avoir aucun impact sur le climat d’ici 2030.
Il faut tout de même rester vigilant sur les promesses formulées par ses multinationales car il faut se rappeler qu’ils sont en perpétuelle recherche de performance et d’optimisation ce qui ne rime pas toujours avec « une responsabilité environnementale » et c’est même parfois tout l’inverse.
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