Rebound effect
The rebound effect is the phenomenon whereby a gain in technical efficiency leads to increased overall consumption, cancelling part or all of the expected saving.
Mechanism
Efficiency lowers the cost of a use. A cheaper use is used more: more often, by more people, for longer, or for purposes that did not previously exist.
In digital technology the effect is systematic. Faster networks encourage heavier formats. Cheaper storage removes the incentive to delete. Cloud elasticity removes the constraint that used to force sizing discipline.
Consequence
Efficiency alone does not reduce impact. It must be paired with a limit, which is the role of digital sobriety: questioning the need rather than only the means.
The Jevons paradox is the historical formulation of the same observation.
