Emerging trends in production and consumption

Europe’s progress towards sustainability requires new means of consumption and production with significantly lower impacts. This horizon scan explores those rapidly developing digital trends and technologies, and some of the opportunities and risks they present for sustainability.

Key messages

Digitalisation and artificial intelligence (AI) can reduce emissions and resource use by optimising industrial and agricultural processes.

Advanced digital tools support more sustainable mining practices, urban mining and recycling, vital processes as Europe seeks to secure critical raw materials for the green and digital transitions.

AI‑driven marketing and digital commerce increasingly allow consumer behaviour to be nudged, however, which can stimulate impulsive purchasing and reinforce fast‑turnover consumption patterns.

The environmental footprint of digital systems also presents a growing sustainability challenge, especially energy and water demand for fast‑growing data centres.

Realising Europe’s sustainability potential requires robust governance frameworks and digitalisation‑specific regulation to ensure that innovation supports — rather than undermines — Europe’s objectives.