The Hidden Cost of Unused Data – And How Smarter Research Can Help

Vast amounts of untouched data contribute to roughly 2% of global greenhouse gas emissions—a figure on par with the entire aviation industry. That’s a staggering environmental cost for something as seemingly intangible as information.

So what can we do to change course?

With the world producing more data than ever before, the research industry faces a paradox. While insights are central to smarter business decisions, much of the data we collect is left unused; buried in folders, forgotten after PowerPoint, or duplicated without need. It’s an issue that’s as much about purpose as it is about pollution.

The Worldwide Independent Network for Market Research (WIN) shares how the insights community can shift toward more sustainable practices. Gathering voices from across the globe, members from Peru, Germany, Norway, the Netherlands, Ecuador, Brazil, and Italy share what they do to reduce waste, cut carbon emissions, and their thoughts on how to deliver lasting value through more intentional research.

Research With Purpose

Sustainability in research starts with intention. Carlos Fowks, Projects Director at Datum International (Peru), makes it clear: “research must have a purpose and, if possible, be replicable in the future.” Too often, studies are launched without checking what data already exists or whether results can inform future decision-making.

That shift in mindset—from producing to reusing—is echoed across countries. “In conducting research, it is crucial to remain mindful of environmental impact” says Maaike Zijderveld, Senior Research & Sample Manager at Motivaction (Netherlands) “This includes both the consumption of resources and the potential for waste reuse. We believe that researchers should always consider whether existing data can be repurposed to address current questions.”

Smarter Operations, Smaller Footprint

Sustainable thinking isn’t only about what we research—it’s also about how we do it.

For many organisations, reducing travel and switching to digital-first methods is already yielding results. Urpi Torrado from Datum (Peru) shares that moving to virtual interviews and online surveys has helped lower their carbon footprint while also improving accessibility for participants.

Data storage is another overlooked contributor to digital pollution. Nancy Cordova, VP Executive at CEDATOS (Ecuador), explains how storing databases in academic repositories worldwide not only safeguards data but helps reduce unnecessary energy use. “Storage must be optimised to lower energy consumption,” she notes.

At Produkt + Markt (Germany), digitisation is fully embedded in the business. “We’re making our work more sustainable by digitising all research processes and surveys,” says Managing Director Dr. Dirk Aderhold. The company has also introduced staff training sessions to build awareness and spark new ideas for operational efficiency.

Meanwhile, in Norway, innovation is opening up new ways to tap into existing insights. “We’re developing a tool that allows clients to ‘talk’ to their historic data,” says John Lauring Pedersen, CEO of Opinion. “It helps unlock valuable insights hidden in forgotten folders—without starting from scratch.”

Rethinking What We Research

Reducing the environmental impact of research also means changing the kinds of questions we choose to ask.

For Fabian Echegaray, Director at Market Analysis (Brazil), this means avoiding projects that promote unsustainable consumption. “We openly avoid bidding for research that reinforces public health or environmental harms,” he says. Instead, his team focuses on uncovering hard truths—like exposing greenwashing at the checkout line.

Helping clients adopt a similar mindset is key; for Pedersen, it’s about shifting the default: “Don’t always suggest a new survey as the solution— see what other data sources are available.”

Global Collaboration for Lasting Change

If research is to remain a force for good, it must also become a force for sustainability. That means producing less but achieving more—by rethinking design, repurposing data, and working together to raise the bar.

No single organisation can fix the problem of research waste alone, and that’s why networks can really make a difference.

“Collaboration across WIN allows us to share data and insights that reduce duplication and improve design,” says Kotoulas. Beyond knowledge sharing, networks play a key advocacy role, as Dr. Aderhold notes: “they serve as a voice for the market research industry, highlighting the importance of sustainability to stakeholders globally.”

Ideas for going further include workshops, member-led training, and better accessibility to existing data. At WIN we conduct the Worldview Survey— yearly global study on attitudes, behaviours, and societal challenges – by improving accessibility of the data we can help more researchers around the world to put insights to work, rather than generating more for the sake of it.

To drive sustainable research, organisations must prioritise efficiency, smart use of technology, and continuous learning. As an industry, we should embed sustainability into everyday practice—shaping a more responsible, lower-impact insights industry for the long term.