Consumer backlash to data centers is intensifying. Seventeen states across the U.S. now have active or pending legislation to restrict data center development. Meanwhile, a review by Heatmap Pro found that at least 20 proposed data center projects were canceled in the first three months of 2026 alone, collectively representing over $41.7 billion in investment.
As companies double down on artificial intelligence (AI) and advanced technologies, the need for infrastructure to compute, process and distribute digital information is fueling a new wave of development. However, as demand for data centers grows, so too does opposition among communities.
To better understand public attitudes toward data center development, Escalent and Hahn, an integrated marketing agency, surveyed more than 3,400 consumers in 13 states with significant current and/or planned data center activity. The findings suggest that while energy utilities, developers, regulators and policymakers must work hard to build public trust in data centers, many consumers have not yet reached a firm position on the issue or are relying on incomplete or inaccurate assumptions. As such, data center stakeholders have an opportunity to enhance communication and improve education before negative perceptions become entrenched.
Growing Awareness, Limited Understanding of Data Center Growth
As data centers gain prominence in local, regional and statewide conversations, public awareness is rising quickly. However, familiarity with the issue does not necessarily equate to understanding. In fact, two-thirds of consumers (66%) surveyed by Escalent and Hahn reported only a basic knowledge of the topic. And when presented with a simple explanation of data centers, 46% said they learned something new.
For this reason, stakeholders must be proactive in communicating and educating the public on data centers. When asked about their top concerns around the facilities, consumers most frequently cited resource strain and rising energy utility costs. That discomfort is reflected in consumer attitudes toward data center locations: just 23% of survey respondents said they would be comfortable living within a 10-mile radius of a facility. However, many demonstrated little understanding of how data centers actually use resources such as water.
Rather than avoiding or glossing over concerns, data center stakeholders should lean into these topics, helping consumers understand how data center projects can move forward without putting pressure on local resources and driving up utility rates. For instance, 54% of participants said that if electricity rates were guaranteed not to rise, their support for data centers would grow. Rate guarantees alone can’t resolve questions about resource use and community impact, of course. But when combined with balanced, credible messaging on the benefits of data centers, they can go a long way toward easing public skepticism.
The Right Message Needs the Right Messenger
When headlines report canceled projects and legislation aimed at curtailing development, it is easy to assume public sentiment toward data centers is overwhelmingly negative. Yet consumers do recognize the value these facilities can deliver. Nearly two-thirds of survey participants (64%) told Escalent and Hahn they agreed that data centers bring new technology and innovation to communities. Many also acknowledged their role in creating jobs (57%) and bolstering local economies (48%).
Because many consumers already recognize these benefits, data center stakeholders have a solid foundation on which to build when making the case for future projects. By emphasizing the advantages of data centers, such as job creation and economic growth, while providing reassurances around resource use and utility costs, stakeholders can strengthen public support for new development.
When it comes to earning public trust, crafting the right message is only part of the equation. How that message is received also depends on who is delivering it. According to Escalent and Hahn’s research, consumers find independent voices, including environmental groups and energy experts, to be the most compelling. However, energy utilities also hold considerable sway. Almost half of survey respondents (46%) said they trust electric providers to offer factual information about data centers. While it will take multiple voices working in tandem to assuage public concerns and explain local impacts, this finding suggests energy utilities are uniquely positioned to lead the conversation.
A Window of Opportunity for Data Center Stakeholders
Public debate around data centers shows no signs of fading. The issue is heavily politicized, and with midterms approaching in November, it is likely to continue dominating the news cycle. Escalent and Hahn’s research shows that both what stakeholders say about data centers and who delivers that message can materially influence public support.
Consumers are receptive to leadership and guidance on the pros and cons of data centers. This creates a window of opportunity for trusted voices, such as utilities, to step in and fill the knowledge gap driving much of the opposition. However, this window will not remain open indefinitely. Data center stakeholders need to engage early, with clear, consistent information that addresses concerns before skepticism hardens into active resistance.
