Most Americans Feel Digital Guilt But Keep Scrolling And Streaming

Most Americans say they care about the environment, but when it comes to their digital habits, they cant resist another click, stream, or scroll.

According to Airedale by Modine‘s new Airedale 2025 Digital Guilt Index, conducted in partnership with Pollfish, 70% of U.S. adults admit they feel guilty about the environmental impact of their online lives yet continue using high-energy services such as streaming, gaming, and AI tools. Despite widespread awareness, convenience still wins: 69% said their guilt hasnt changed in the past year, and three in four (75%) try not to think about the hidden environmental cost behind their screen time.

The nationwide survey of 1,000 adults found that Americans score just 36 out of 100 on the Digital Guilt Index — showing concern exists but rarely drives action. While 78% say they care about the planet, only half (50%) have ever considered their own digital footprint. A majority (58%) underestimate the environmental impact of streaming, with most rating an hour-long show as “low impact.”

The results highlight a deeper disconnect between digital awareness and daily behavior. Many people push responsibility upstream, with 62% saying the burden lies with data centers rather than individual users. And voluntary actions to reduce impact are rare: 56% have never lowered video quality to save energy.

When tested on how design choices might affect behavior, 67% of respondents said theyd cut back if shown a visible red carbon warning, while 59% said small interruptions like pop-ups or slower load times could prompt them to reconsider their use.

Skepticism about sustainability claims also runs deep. More than one-third (35%) dont trust “carbon-neutral” labels, but 63% said they would view a brand more positively if it advertised eco-friendly data centers, and 53% would be more likely to use an app powered by cleaner energy.

Responsibility, most respondents agreed, belongs to the companies running the infrastructure: 68% said tech firms — or “everyone equally” — should lead on emissions reductions. Only a minority said social pressure influences their behavior; 63% said theyd ignore criticism or hadnt thought about the issue at all.

“Digital experiences win when the infrastructure behind them earns trust,” said John Williams, Group Vice President – Americas DC, Airedale by Modine. “The conversation has moved beyond slogans. People want assurance that the systems powering their feeds and AI are efficient, resilient, and getting cleaner over time. Our role is to make that true and make it visible.”

The findings come as the rise of AI and ultra-high-definition streaming drive heavier workloads in data centers, intensifying energy and water use, and the environmental footprint of digital consumption. Yet most users remain unaware of how large that impact is, with global internet use estimated to produce around 229 kilograms of carbon dioxide per person each year, roughly the same as driving 500 miles in a typical car.

Airedale by Modine, a leader in sustainable data center cooling solutions, says the answer lies in making infrastructure improvements both measurable and visible. The companys systems focus on reducing cooling energy at scale through heat reuse, low-GWP refrigerants, free-cooling strategies, and intelligent controls designed to minimize power and water consumption while maintaining reliability.

“By reducing the cooling footprint and giving operators clear, credible ways to show progress, we help expand capacity without expanding impact,” Williams said. “That is how the industry turns digital guilt into confidence and secures the license to grow.”