Editor’s choice
TWIN TRANSITION: A PATH TO THE FUTURE OR JUST ANOTHER CORPORATE BUZZWORD?
We have all heard the buzzwords — digital-first, net-zero, ESG. But the twin transition might actually be different. Not because it sounds good in a PowerPoint presentation, but because it could define whether Europe reaches its goals for sustainable growth. Here, Johannes Wolf, managing director at automation supplier COPA-DATA Central Eastern Europe & Middle East (CEE/ME), explains why the green and digital twin transition is more than hype — and how we can turn it into measurable impact.
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ith mentions of artificial intelligence (AI) and Industry 4.0 on repeat, it’s easy to tune out the jargon. But the twin transition — the pairing
of green and digital transitions — might actually be worth a closer look. Rooted in the European Union (EU)’s vision for a carbon-neutral economy by 2050, the idea of the twin transition was shaped by initiatives like the European Green Deal and Digital Strategy. The idea gained traction through the EU’s Growth Model, which sees this as one integrated transformation rather than two separate projects. Green goals like net-zero emissions by 2050 will be nearly impossible to reach without massive investments in AI, Internet of Things (IoT), real- time data, smart grids and cloud infrastructure. The EU estimates an additional €520 billion per year is needed for green investments, including €390 billion annually to decarbonize sectors like energy. On the digital side, €125 billion per year is earmarked for semiconductors, cybersecurity, quantum computing and AI.
Beyond technology and climate targets, the twin transition is seen as a way to overhaul the European economy, for better productivity, sustainability and social inclusivity. It has been linked to the European Pillar of Social Rights — a framework for delivering better rights for citizens — with funding dedicated to reskilling, upskilling and worker support. These transitions will only work if they work
together. The real test now is whether companies can make real-world impact happen — and do it fast enough.
WHY NOW — AND WHY THE TWIN TRANSITION IS URGENT
When it comes to making real change, we cannot wait any longer. Climate impacts are accelerating towards the point of no return, and businesses are facing mounting regulatory, financial and reputational demands. Policies like the EU Green Deal, Corporate Sustainability Reporting Directive (CSRD) and broader ESG frameworks are making sustainability reporting mandatory.
At the same time, delicate economic situations worldwide are piling on the pressure. Soaring energy costs, tense global competition and a persistent shortage of skilled labor are pushing companies to rethink how they do business from the ground up, from supply chains to energy use. The World Economic Forum (WEF) estimates that digital solutions could cut emissions by up to 20 per cent in high-emission industries like steel, cement and transport. For energy-intensive sectors struggling to align with regulations and meet targets, embracing the twin transition could offer a lifeline.
FROM BUZZWORD TO BOTTOM LINE IMPACT
To see the promise of the twin transition becoming reality, we can look to companies putting it into
action with automation and data, and reaping the benefits of smarter, more sustainable operations. Take the Serbian brewery Carlsberg Srbija, for example. Using a specialist automation software platform from COPA-DATA, it transformed its operations. The brewery implemented real-time monitoring and automation, with steam savings of 5.9 per cent and water savings of 4.5 per cent. It
also cut CO2 emissions by 9.6 per cent and saved 2.5 per cent in energy. It shows how digital tools can directly drive sustainability.
Another case is the EU’s Destination Earth project, which aims to build a planetary-scale digital twin to model climate scenarios using AI and data. It may sound like science fiction, but it’s already shaping decisions on crop resilience, disaster response, and more. Digital platforms are critical in these applications, not just for automation, but for connecting systems, enabling secure real-time data access and making the shift measurable and resilient. Smart technologies will form the backbone of the twin transition.
THE RISKS BEHIND THE PROMISE Despite success stories, the twin transition often stalls at the PowerPoint stage — all vision, no execution. Critics warn of “tech-washing,” where digital tools distract from deeper, systemic change. The Universitat Oberta de Catalunya notes that issues like biodiversity loss, soil degradation, and
October 2025 Instrumentation Monthly
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