The data center industry, increasingly under scrutiny for its significant energy consumption and environmental impact, is embarking on a sophisticated public relations campaign. This initiative, aimed at shaping public perception and securing future talent, involves a multi-pronged approach that includes lobbying, job creation programs, tax break advocacy, and, most notably, a concerted effort to win over younger generations through educational outreach. Industry groups and individual companies are actively engaging with K-12 schools, distributing educational materials, and organizing field trips, mirroring tactics historically employed by industries facing public relations challenges.
A New Generation of Data Advocates: Industry Outreach to Schools
The nonprofit organization 7×24 Exchange International, which champions data centers as "mission-critical infrastructure," is at the forefront of this educational push. As part of its efforts, the group endorses a children’s story titled "What is a Data Center?" This engaging narrative features a honey badger named Honey who learns about the vital role of data centers from a worker named Oliver. Oliver explains that data center employees are tasked with ensuring the continuous availability of services supported by the data center, irrespective of the time. The story humorously touches upon everyday uses, with Honey asking if this includes late-night online shopping.
This educational initiative is emblematic of a broader trend within the data center sector. Beyond traditional lobbying efforts and the pursuit of tax incentives, companies and industry associations are adopting more creative strategies to build positive community relations. This shift in tactics comes as opposition to the rapid expansion of data centers and their substantial energy demands intensifies.
Alex Molnar, a research professor at the University of Colorado Boulder and director of the National Education Policy Center, observes that for over a century, industries with public image issues—such as fast food, tobacco, and oil and gas—have strategically introduced their messaging into educational settings. "A very, very big reason why corporations get involved in the schools is, quite simply, corporate propaganda—for the purpose not necessarily of selling a product, but of telling their ‘story,’" Molnar stated in an interview.
Targeting Young Minds: A Multifaceted Approach
In May, the Potomac chapter of the Association for Computer Operations Management (AFCOM), a data center trade group, sponsored Memorial Day-themed flag-making kits distributed to 3,100 first graders across 37 schools in Loudoun County, Virginia, an area often referred to as "Data Center Alley." Alongside the craft kits, students received informational cards highlighting the perceived "positive impact" of the data center industry on the local economy.
7×24 Exchange International is also the driving force behind "International Data Center Day," an initiative designed "to create awareness of the data center industry and inspire the next generation of talent." The organization actively encourages educational institutions to participate in this observance. For participating high schools, resources include a celebratory crossword puzzle and information on data center training programs. Elementary schools are offered data center-themed coloring pages, instructions for an evaporation-themed science project, and printable activities like "Draw a picture of the cloud" and "Draw a data superhero." The organization also promotes several children’s books that introduce young readers to data centers, including stories about visiting data centers, meeting robots, and saving the internet.
The nonprofit has been active in organizing or participating in K-12 events nationwide. For instance, in Minnesota, students from Fridley High School were taken on a field trip to a Cummins diesel power generation facility to learn about the generators that power data centers globally. (Neither 7×24 Exchange, Cummins, nor Fridley High School responded to requests for comment from WIRED regarding these activities.)
Corporate Partnerships and Educational Field Trips
Beyond 7×24 Exchange, numerous companies and industry groups have engaged in similar outreach. Since 2025, at least eleven entities have hosted student field trips to local data centers, according to an analysis of public blogs and social media posts.
Sabey, a company operating seven U.S. data centers, has organized multiple field trips for Washington-based high school students. These include visits for Eastmont High School in May, Manson School District students in January, and Quincy High School in October. The Manson School District blog post about a Sabey visit, however, featured an image labeled "AI-generated content" with several individuals depicted with missing limbs, raising questions about the authenticity and vetting of promotional materials. The blog post did state that students learned about the role data centers play in storing, processing, and protecting information, as well as the diverse career opportunities within the industry.
Jessica Blancas, communications coordinator for Quincy School District, confirmed that the district has organized data center visits for many years with companies like Microsoft, Vantage, Yahoo, and Sabey. She described Sabey as a "long-standing" partner, consistently providing guest speakers, mock interviews, and internship opportunities. Blancas also noted the organization of "all-girls visits to Sabey" and tours tailored for students interested in specific fields like construction or engineering. (Neither Manson School District nor Sabey provided comment for this report.)
Amazon’s AWS Skills Center in Arlington, Virginia, hosted a field trip in February for high school students interested in cloud computing and future job prospects. This initiative was open to any high school in the D.C. metro area, though Jackson-Reed High School was the sole attendee.
The Underlying Motivation: Shaping Perceptions Amidst Backlash
Molnar expresses skepticism about the intrinsic appeal of data centers to young children. "Why would a third grader be interested in a data center?" he questioned. "You’re going to see miles after miles of the most boring things imaginable… Lines after lines of these servers generating enormous volumes of heat. You’re also going to hear some fair amount of noise. And you’re not going to see many people because not many people work there when they’re built."
These educational outreach efforts are occurring against a backdrop of growing public concern and opposition to data centers. A Pew Research poll conducted over the summer revealed that approximately half of the 10,000 Americans surveyed view data centers as "mostly bad" for the environment and quality of life. This negative sentiment is shared across the ideological spectrum, with various groups rallying against their expansion. In some communities, this opposition has been amplified by the close proximity of data centers to schools, leading to direct confrontations.
Historical Precedents: The Playbook of Industry Influence
The data center industry’s approach to community engagement through educational initiatives is not novel. It mirrors strategies employed by other industries that have faced public scrutiny. The oil and gas industry, for example, has a long history of sponsoring university research and K-12 STEM programs, while also developing curriculum materials that promote industry-friendly viewpoints, particularly in states like Oklahoma and Texas. Similarly, the tech sector has funded STEM programs and advocated for in-school coding initiatives, while simultaneously lobbying for computer science to be recognized as a science credit.
Molnar argues that such corporate influence in schools is problematic, asserting that children are "in an absolutely powerless position" and "need to be protected" by educational institutions and communities. He emphasizes the disparity in critical thinking abilities between adults and children, stating, "As an adult, I have access to alternative information—I have a critical ability to assess what I’m hearing, and to render some kind of judgments. None of that is true of children."
Broader Implications and Future Outlook
The increasing reliance on data centers for everything from artificial intelligence to everyday digital services necessitates a careful examination of their societal and environmental footprint. While the industry frames its outreach as promoting STEM education and future career opportunities, critics point to the potential for corporate interests to unduly influence young minds and shape public discourse.
The data center industry’s proactive engagement with educational institutions, while framed as a move towards transparency and talent development, raises critical questions about the balance between corporate advocacy and unbiased education. As these facilities continue to proliferate, the debate over their environmental impact, community integration, and the methods used to cultivate public acceptance is likely to intensify. The long-term success of these charm offensives will depend on how effectively the industry can address legitimate environmental and community concerns, rather than solely focusing on public relations.
What We’re Writing: Beyond the Data Centers
While the industry focuses on shaping perceptions of its core infrastructure, the digital services it powers continue to evolve. Recently, Meta’s AI agent, Muse, demonstrated a surprisingly mature and responsive capacity for adult conversation, even engaging in sexually explicit exchanges when prompted. This revelation, published by WIRED, sparked concern among consumer advocates, though Meta stated that Muse is intended for users 18 and over and designed for private adult conversations. This incident highlights the complex ethical considerations surrounding AI development and deployment, often operating in parallel with the foundational infrastructure provided by data centers.
What We’re Reading
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