25 June 2026, by Recker/Red.

Photo: UHH/Esfandiari

The University of Hamburg is the scientific home to more than 6,200 researchers. Every 2 weeks, we offer a glimpse into their work as part of the “Doing the research” series in the Hamburger Abendblatt. In the latest issue, Prof. Dr. Jan Recker explains how manufacturing companies can also become more environmentally responsible.

In the discussion about how we can live sustainably, the issue of the digital footprint often doesn’t even come up. Many people are probably still familiar with “flight shame”—that is, the desire to take the train more often as a more eco-friendly transportation alternative. But we never talk about “cell phone shame” or “Zoom shame.” This is paradoxical, since the IT industry is responsible for an estimated three to four percent of global greenhouse gas emissions, while air travel is estimated at about two percent. Even in the rapidly growing field of artificial intelligence, environmental responsibility is addressed—if at all—only in passing, even though an AI query requires about ten times more electricity than a conventional Google search.

However, digitalization also offers enormous opportunities to work and do business more sustainably: business travel can be reduced through virtual meetings, and products can be tracked more effectively digitally to promote recycling and reuse. My research therefore focuses on the question of how companies can use digital tools to operate not only economically successfully but also in an environmentally responsible manner. This balance between benefits and costs is at the heart of a comprehensively understood digital responsibility

Specific Challenges: Raw Materials, Energy, and Warehousing and Transportation Systems

Together with my team, I focus, among other things, on industrial, manufacturing, and processing companies. What makes this traditional sector—known as Germany’s “engine of growth”—unique is that you can’t simply digitize all of its processes: Many of these companies rely on raw materials and energy and have warehousing and transportation systems. You can’t just move that “online.” So how can companies become more digital and sustainable under these particularly challenging conditions?

To find out, we use classic methods of empirical social research. In the first step, we identified manufacturing and processing companies that are implementing digitization projects and have demonstrably become “greener.” Then we examine the workflows on-site. At the same time, we analyze documents on revenue and climate-related metrics. Of course, we also speak with employees. Over time, this allows us to reconstruct which measures were implemented, how they changed production, and whether a measurable effect in terms of sustainability was achieved. This is, of course, very interesting for other companies operating in similar ways.

Physical infrastructure must promote digital sustainability

In a recent study, we were able to show that in this area, it is not enough to simply digitize an ordering or billing process. Rather, digital sustainability must be approached holistically and supported by a real, physical infrastructure—for example, by redesigning the IT department with environmental considerations in mind and reducing unnecessary new purchases. The use of renewable energy is also an important step. In turn, this environmentally efficient digitization enables substantial savings in the use of physical resources such as warehouses, machinery, gasoline, and vehicles.

For example, one company in our study was able to substantially optimize its supply runs to deliver materials to stores and warehouses by attaching digitally readable chips to its products. Through algorithmic analyses and the intelligent use of data flows, the company can now avoid empty runs, optimize routes, and keep inventory levels low.

It is clear, then, that this is not a trivial issue for companies. Digitalization and sustainability measures require investment and often do not pay off immediately, but only over time. Striking a successful balance between constant growth and the conservation of resources is a challenging task. Yet our work shows that digitalization and sustainability are entirely achievable and worthwhile goals, even for industrial medium-sized companies.

(This content has been translated automatically.)