Data center construction across the US is driving public scrutiny, skepticism, and opposition. Utilities, retail electric providers (REPs), policymakers, and industry stakeholders face growing pressure to clearly and credibly communicate the value of data centers and address misinformation and misconceptions.
Escalent and Hahn, an integrated marketing communications agency specializing in the energy and electric utility sectors, partnered to develop a Data Center Communications Playbook that provides the messaging clarity and direction organizations need to effectively communicate, based on a 13-state survey of 3,400 participants.
The research reveals how consumers perceive data centers: what they believe, where misconceptions persist, which messages resonate, and which commonly used messages to avoid. The playbook translates these insights into actionable communication strategies, helping organizations match messages to audience segments, respond to criticisms, and build trust with public stakeholders.
The research delivers data-anchored insights for:
Decode Public Awareness & Sentiment
Learn how consumers truly perceive data centers with insights on awareness, familiarity, and the key benefits, concerns, and misconceptions shaping public opinion
Activate the Right Communication Channels
Pinpoint the information sources consumers trust most and how they prefer to engage so you can deliver the right messages where and when they matter most
Sharpen Messaging That Resonates
Identify the messages and narratives that resonate with consumers, equipping you to address concerns directly, strengthen understanding, and effectively communicate the value of data centers
Awareness and familiarity with data centers
Consumer attitudes, concerns, and perceived benefits of data centers
Perceived environmental, economic, and community impacts
Knowledge gaps and common misconceptions
Trust in utilities, regulators, media, and other information sources
Preferred channels for receiving information
Reactions to and effectiveness of proposed messaging and talking points
Findings capture a broad range of consumer perspectives, spanning political affiliations, demographic groups, and underlying attitudes.
3,417 U.S. consumers participated in a national web-based survey
Respondents include heads or co-heads of household ages
18+ Research conducted across key states, including Virginia, Texas, California, Illinois, Arizona, Ohio, Georgia, Pennsylvania, Louisiana, North Carolina, Indiana, Florida, and New Mexico
Data weighted to ensure representation across key demographics such as age, education, region, race, and ethnicity
Standard quality-control procedures (attention checks, speed checks, and bot detection) applied to ensure data integrity
Detailed report with analysis of data
One-hour virtual consultation covering key findings, implications, and communications strategies
