Data centers have become an integral part of critical infrastructure, and have rightfully been designated as such by many countries. This classification gives them access to additional funding and special privileges when it comes to wait times for certain permits, priority access to related infrastructure projects, and more.
Meanwhile, the surge in AI demand has propelled the demand for data center resources to record highs. As a result, there’s currently a huge number of data center construction projects all over the world. This brings its own share of challenges. Two of the biggest are the available land plots in good locations and the availability of electricity.
Both issues have attracted the attention of even the general public. Data center projects have been criticized for taking up too many resources from the respective local economy and environment. For example, in many regions there are worries there might be not enough electricity to fulfil the demand of the data centers, and the local communities and businesses. Other issues might be worries about whether the electrical grid will be able to sustain the increased usage, or if there would be enough fresh water for everyone in the area, because many data centers do need a lot of that resource, as well.
And local communities can cause significant delays or even put an end to certain projects. In the UK for example, there have already been communities which protested data center projects in their area because of similar issues. So, data center operators must be mindful of the public opinion and cater to it in order to ensure they will be welcomed into the communities. Considering that now these facilities have to be built closer and closer to populated areas, public opinion becomes an increasingly important factor.
There is some good news for data center operators. Several recent surveys show that most people do indeed have a positive opinion of data centers. But, as always, there’s a catch. That favorable opinion is usually valid as long as the data center is far from their home. This gives data center operators an opportunity to connect with the people and explain to them their facilities aren’t going to be a problem for the region in question. But they must be careful in their approach, as a mistake can shift public opinion into the negative and it will be far more difficult to turn it back to positive again.
The window is closing
The demand for AI data centers continues to grow and this drives a lot of attention towards these facilities. HostingAdvice has done a survey to see what people in the US are thinking about this trend and of data centers in general. In short, the findings show an overwhelmingly positive opinion at first glance, but the details are not to be neglected.
For example, 93% of Americans acknowledge the importance of AI data centers and support their development. As such, the vast majority of Americans view these facilities as a national priority. This all changes when the question is whether there’s a local vote to allow the construction of a data center in your community, would you support it. Then only 35% of respondents say they will vote yes. It becomes even more difficult when we look at age brackets. For example, 50% of the respondents aged 18-25 say they will support such a project. But just 30% of people aged 60 and above would agree. Also, 46% of men say they would support, while just 24% of women think the same.
It becomes even more complicated when we look at different U.S. states. “States with the highest percentage of “yes” votes were Louisiana (50%), New York (48%), and Ohio (44%). States with the highest percentage of “no” votes were Washington (38%), Virginia (28%), Florida (26%), and Maryland (26%),” says HostingAdvice.
This means data center operators would have to tailor their communications for each and every specific audience. They could also use the positive opinion of the younger groups to help them influence their elders.
What are the key concerns?
This is another important question and can provide the key answers for how to formulate the approach towards the communities. The survey shows that people in general are concerned whether the local economic benefits will outweigh the concerns. “Only 9% of respondents believe local economic benefits would outweigh their concerns over resource and environmental impact. Data centers are known to use high levels of energy and water to function 24/7 and prevent overheating. This is weighing on the minds of locals,” says the survey.
When asked about their level of concern over water usage, energy usage, and land use, the vast majority share a level of concern:
Water use
- Somewhat concerned = 42.38%
- Very concerned = 38.5%
- Not concerned = 19.13%
Energy use
- Somewhat concerned = 42.88%
- Very concerned = 38.88%
- Not concerned = 18.25%
Land use
- Somewhat concerned = 46.25%
- Not concerned = 29.75%
- Very concerned = 24%
Again, there are differences from state to state, which also depends on how vocal the local authorities have been over these topics. In general, people are concerned mostly about energy and water usage.
The people are also very well aware of the fact that data centers require skilled employees. This unveils yet another discrepancy in their opinions. For example, 71% of respondents say they would like it if the data center operator provided the needed trainings for locals to work at the facility rather than bringing people from elsewhere. This is great, right? Guaranteed local workforce. Sadly, not really. While people want locals to work at data centers, only 36% say they would do that job, and they believe they are unqualified and would need training. Still, provide training and hire them, right? Again, wrong. Just 26% of respondents say they would be interested in working at a local data center.
It’s not all bad
So, if we go by these results, it seems like a lost cause to try and convince locals to accept a data center project. Well, a massive 42% of respondents actually say they are still undecided. The main reason they can’t take a side – they say they don’t have enough information they feel they need to be able to make a decision. It’s the key part of the community which right now is easier to sway into the negative rather than the positive. Especially when they see the news about the environmental impact of data centers, the possible problems with water and electricity, etc.
So data center operators have to address these key issues in a calm and comprehensive manner. Just saying “we are investing for grid improvements” won’t be enough. The messaging must be more detailed. And also, focus on additional details that often go unsaid, but they weigh on the minds of the people.
For example, 63% of respondents said they would be more supportive if their town offered community benefits (e.g., tax breaks and educational grants). And 55% say the promise of job creation would make them more supportive – not just jobs at the data center, but related. For example, for infrastructure maintenance, suppliers, restaurants, etc. Finally, 53% said they would be more supportive if companies pledged to use renewable energy – maybe the easiest of the messages, since this is already a top priority for most data centers by default.
It’s a (not so) similar climate across the pond
Probably it won’t be much of a surprise to see there are similar notions in Europe. A recent survey by CyrusOne encompasses people from the UK, Ireland, the Netherlands, Spain, Italy, France, and Germany. Basically, almost all of the countries where there’s already a significant data center presence and it’s expanding fast.
In general, 51% of people in Europe have a positive sentiment towards data centers, while 42% are neutral and don’t mind them. Just 7% don’t like the facilities. Basically 93% of Europeans accept data centers.
Interestingly there’s a key difference. Europeans who live close to a data center are usually more favorable towards these facilities compared to those who live far away from one. This is taken as a positive as it shows that once people live close to a data center, they see there’s nothing to worry about.
With that said, there’s another interesting detail. Just 52% of respondents have accurately described what a data center’s purpose is. And even less – 45% – recognize these facilities as essential for their digital services like social media, messaging, video conferencing, etc.
Of course, there are again big differences between countries. For example, only 38% of Brits can say what a data center is, despite how big that market is there. Awareness is much higher in Germany – 66%, followed by the Netherlands and Ireland – 60% each.
“Data centers are the backbone of how we live and work today, but the general public still largely misunderstands the degree to which they support our society. To continue providing advanced infrastructure for our clients and creating value in our communities, we must understand public perceptions and address any misconceptions,” says CyrusOne’s European Managing Director, Matt Pullen to The Hosting Journalist.
Operators can take advantage of the fact that 66% of respondents acknowledge data centers help generate local employment and 62% recognize the facilities’ positive impact on economic development. And most importantly, 85% of those who agree data centers contribute to economic growth, will welcome such a project in their community. The survey found that recreational spaces, playgrounds, and green areas are the most appreciated community contributions from data centers, indicating that visible, positive impacts on local infrastructure can enhance public perception.
Of course, Europeans also have their concerns. 40% are concerned about high energy usage and 33% worry about electronic waste. 30% also are concerned about land use. Despite their worries, 83% of Europeans who are neutral or negative about data centers are open to changing their opinion about these facilities if operators take steps to address their concerns. And 40% say the biggest impact for their positive score would be increasing job opportunities, while 37% say they would like to see data centers improve the local community facilities like parks, landscape, bike lane etc. 31% would welcome the broader economic development.