Data centers messaging: Tapping broad concerns to bridge divides

Data centers are a hot topic in Oregon, where I live. A new study found they use a quarter of the state’s energy, an amount equal to 71% of the state’s homes, and have received tax breaks of up to $450,000,000. Bowing to public pressure, our governor has just paused development on public lands and voiced her support for a statewide moratorium. Because most of Oregon’s largest data centers are located in the more rural Eastern half of the state, I hadn’t laid eyes on a really big facility until this past weekend in Las Vegas, when a late-night Uber ride back to my AirBnb passed a windowless high security warehouse complex that spanned several city blocks. I finally understood the scale, and the potential for the current building boom to galvanize support for all kinds of common-sense laws and regulations to protect local character, livable communities, affordable water and energy, and corporate accountability. 

Data centers as a bipartisan concern

At a time of deep division, the rapid development of data centers is sparking a movement with real potential to reshape politics in service of the public good. Opposition is rising across the country. Seven in 10 Americans would oppose a data center in their area (48% strongly), citing water as the top concern. More than 640,000 people have joined opposition groups on Facebook, and 700+ pauses and bans are in effect or under consideration across the country. A quarter of those are in rural communities, and a growing number of Native nations are also pausing development. 

Rural residents are even more concerned about impacts like loss of farmland, water use, and rising energy costs than urban and suburban counterparts. While polling shows milder concerns among Republicans, a Washington Post analysis found that social posts and public statements from Republican leaders turned sharply negative in the first half of 2026. 

All of this is happening at a time when trust in big business, government, and other institutions is near all-time lows, and 70% of Americans think “the system is rigged.” This is both a challenge and an opportunity. It’s challenging because widespread frustration has made it harder to mobilize people to take political action. But there’s also real potential to “build a bigger we” by creating a sense of community and leaning into common ground, including anger over the political power of wealthy corporations, and the belief that the government is meant to work for ordinary people. 

Data center development poses serious risks to water affordability, access, and safety, but it also presents an opportunity for advocates to galvanize support for solutions, and build durable power. An Environmental Polling Consortium analysis found that voters support “nearly any policy proposal to regulate data centers,” with especially strong support for rules to protect water sources (82%) and require transparency around energy and water use (82%).

Tips: Data center message guidance

In a new Data Centers Message Guide, we offer recommendations to channel this growing public concern into meaningful action. Our advice is based on polling, partner insights, and Water Hub message tests.

Here are a few of our top tips:

  1. Localize everything. Speak to specific places at risk of development and reference complaints against existing nearby facilities.
  2. Name the villains. Data centers aren’t a character in this story. It’s the Big Tech companies like Meta, Google, and Amazon that are gobbling up land, and the politicians making secret sweetheart deals.
  3. Talk about the role of government to protect ordinary people against corporate abuse, and deliver basic needs like clean water, air, and healthy neighborhoods.
  4. Frame solutions as common sense rules that protect public health, beloved places, and people’s pocketbooks.
  5. Seed hope and agency by talking about the groundswell of public concern and the growing number of data center bans, denied permits, transparency laws, and rules around tax breaks, etc.
  6. Use simple language that paints a picture. Describe the size rather than using a term like “hyperscale” and explain why they need so much water and energy, and what pollution and noise concerns neighbors are raising.

For more messaging recommendations and specific talking points, download our new Data Centers Message Guide.

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Photo credit: Catboy69, CC BY 4.0, via Wikimedia Commons

Nicole Lampe

Nicole leads the Water Hub, focusing on a mix of opinion research, narrative and messaging strategy, and coaching. She is based in Portland, Oregon, but hails from Merced, California.

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