Today, we're delving into a topic quietly shaping the environmental discourse in the tech world – the ecological impact of data storage. Matt Watts, the Chief Technology Evangelist at NetApp, joins me and brings a wealth of knowledge and experience to this vital discussion. As businesses continue to expand their digital footprints, the need for sustainable data storage practices has become increasingly critical. With his decade-long tenure at NetApp, Matt has closely observed and participated in technological shifts and strategic evolutions within the industry. He brings to the table his experience and insights into the recent push towards sustainability in data management. In our conversation, Matt delves into how organizations can navigate the green data blind spot. He highlights the importance of understanding the environmental footprint of data storage and how businesses can leverage this knowledge to drive sustainable practices. Matt's perspective is not just about reducing carbon footprints; it's about unlocking the full potential of green data storage. We also discuss new research conducted by NTT Data and NetApp. This research sheds light on various aspects of green data storage, including measurement and reporting mechanisms that reveal the environmental implications of data storage and expansion. Matt emphasizes the importance of fostering a culture of responsible data usage and proactive data estate management actions that can eradicate waste and improve sustainability. A particularly compelling part of our discussion focuses on the reality that most data created by companies is never used again but continues to consume electricity and add to the carbon footprint in data centers. Matt points out that while there has been a focus on hardware efficiency, the real opportunity lies in using data analytics to understand and manage data more effectively. As we explore these topics, Matt also touches upon the challenges in the current landscape, such as the lack of data ownership and the need for sustainability metrics to be translated into efficiency metrics that IT professionals can understand and act upon. He also brings to light how AI and large language models are poised to create massive amounts of new data, thereby intensifying the sustainability issues in data management. This episode is an eye-opener for anyone interested in understanding the often-overlooked environmental aspects of data storage and management. Matt Watts' insights provide a roadmap for organizations looking to make significant strides toward sustainable data practices.