The Data Center Paradox: Surging Demand, Fierce Local Backlash

As AI’s rapid expansion fuels a nationwide rush to build data centers, mounting local resistance is spilling into the midterm elections, forcing candidates and policymakers on both sides of the aisle to address growing concerns over energy costs and community impact.

“The rapid buildout of power-hungry data centers is straining our electrical grid—driving up demand and causing Americans' energy bills to skyrocket,” said Sen. Richard Blumenthal (D-CT). “American families should not have to shoulder the burden of the rising electricity costs produced by data centers in Missouri and across the country,” Sen. Josh Hawley (R-MO) similarly shared.

The Data Center Expansion Dilemma

Nearly seven in 10 Americans oppose local data center construction, according to a recent Gallup poll —even as workplace AI adoption surges. The survey found that over 50% of U.S. employees now use AI on the job, up 12 percentage points year-over-year. It highlights a stark modern paradox: millions rely on AI, but few want the massive facilities needed to power it in their backyards, i.e., NIMBY.

Conversely, there are approximately 132M – 147M U.S. adults who see data centers as a source of jobs, economic growth, tax revenue, or productive land use, according to consumer intelligence company Resonate. This population spans across all ideologies, though they lean fiscally moderate with socially conservative tendencies.

Despite early board support for data centers, news coverage has turned sharply critical, pivoting from initial optimism to stories of resource strain, local pushback, and political friction. Such as this recent NPR story, “NDAs are hiding data center deals, drawing ire from locals — and attention from lawmakers,” highlighting a lack of transparency on the data center permitting process.

As a result, data center development is gaining a negative reputation, which is spilling over into the policy arena.

What the Data Center Backlash Teaches Us

As a bipartisan advocacy communications firm, Story Strategies Group takes no official stance on data center development; however, the surrounding debate offers a compelling public affairs case study. While data centers enjoy broad support, news coverage remains dominated by the industry’s challenges. For the sake of discussion, we examine how data center developers can reshape the public narrative.

To position data centers as a net positive and foster support among policymakers, the industry must mobilize its base with messaging that drives action.

Nationally, the highest-priority target is the politically active segment in favor of expansion—roughly 5 to 7 million adults, according to Story Strategies’ research. In rapid-growth hubs like Northern Virginia, this translates to a critical base of 7,000 to 9,000 residents.

Because these voters lean fiscally moderate with socially conservative tendencies, winning them over requires messaging centered on stability, fiscal responsibility, and community impact. Above all, they need assurance that expansion delivers jobs and infrastructure without compromising the local energy grid.

This messaging can be deployed across a strategic mix of channels, including advertising, earned media, and policymaker outreach. For example, Story Strategies deploys digital advertising and outreach targeting policymakers and influencers to strengthen a global tech company’s standing among state and national policymakers. These campaigns measurably improved the company’s reputation in key jurisdictions where its license to operate was under constant attack.

The Modern Public Affairs Playbook: Precision Audience Targeting

Story Strategies helps organizations advance policy goals, build their reputations on Capitol Hill and beyond, and shape public opinion. At the core of our work is a simple principle: impact begins with reaching the right audience with the right message.

“Whether you're launching a public awareness campaign, advocating for policy, or protecting your organization's reputation, success in advertising (and public affairs) isn't about reaching everyone. It's about reaching the audiences that matter most,” Story Strategies Managing Director Samantha Pepi shared.

Learn more about Story Strategies’ approach to issue and advocacy communications.

Robert Philips, Managing Director, Story Strategies Group