Data Center Backlash Grows as Public Awareness Lags, Escalent Research Finds
Event summary
- Escalent and Hahn surveyed 3,417 respondents across 13 U.S. states with significant data center activity.
- 66% of consumers report only basic or limited knowledge of data centers, with only 23% comfortable living within 10 miles of one.
- Primary concerns include electricity costs, grid reliability, and proximity to homes, while job creation drives support.
- 46% of consumers trust electric providers to offer clear, factual information about data centers.
- Research highlights the need for tailored, localized messaging to address varying consumer attitudes.
The big picture
The data center industry faces growing public opposition as awareness outpaces understanding. With utilities positioned as trusted information sources, the research underscores the need for proactive, fact-based communication to secure community support. As data center development expands, addressing energy cost and grid reliability concerns will be critical to maintaining social license to operate.
What we're watching
- Stakeholder Alignment
- Whether utilities, developers, and policymakers can coordinate consistent messaging to address public concerns.
- Localized Messaging
- How data center stakeholders adapt communication strategies to rural, suburban, and urban audience differences.
- Regulatory Engagement
- The pace at which regulators incorporate public sentiment into data center approval processes.