A new nationally representative poll published by Net Zero infrastructure communications agency Alpaca Communications reveals that while the UK public is broadly supportive of new data centre development, this support is conditional.
The key findings are:
• 75% of people support data centres powered by renewable energy, compared with 40% for nuclear and just 20% for fossil fuels.
• Only 8% of the public say they ‘know a lot’ about data centres, while 27% have never heard of them at all.
• 52% support more data centres nationally, but support falls to 44% locally, showing a soft form of NIMBYism.
The research highlights a striking gap in public awareness: most people don’t know what data centres are or why they matter, despite relying on them daily for everything from NHS records to banking, streaming and AI.
The report, Powering the Fourth Industrial Revolution, finds that the strongest lever of public support is renewable energy. Three quarters of people (75%) say they back data centres powered by green energy, compared with just 40% for nuclear and 20% for fossil fuels. Sustainability (environmental impact of development (40%) and operational impacts (28%), cybersecurity (35%) and cost (28%) are the top three public priorities for developers to address, outweighing concerns about appearance (15%) or the distance they are sited from homes (24%).
Nationally, 52% of people support more data centres, but this drops to 44% when projects are presented locally, showing a soft form of NIMBYism. The findings underline the need for developers to make schemes relatable by linking them to local benefits such as jobs, training, digital access and community investment.
Although most people have heard of AI, only 18% feel positive about its impact on the UK, while 42% feel negative. Data centres, which power AI and other digital services, remain largely unrecognised by the public. Just 3% of people see communications and IT, including data centres, as a national priority when it comes to infrastructure development. Even among 18–24 year olds, often seen as the most tech-savvy, only 3% say they know a lot about data centres.
The report concludes that data centres can secure public backing if they are explained in clear, relatable terms, powered sustainably, and developed in partnership with local communities. With AI and digital services driving soaring demand for infrastructure, the research shows a clear opportunity for the energy and tech sectors to work together. By combining renewable energy with transparent community engagement, developers can deliver the digital backbone of the UK’s future with public trust and consent.
Peter Elms, Founder and Director at Alpaca Communications, said: “Data centres are the critical infrastructure powering the UK’s AI revolution. But they’re invisible to the public. The sector has a choice: keep quiet and risk opposition, or go green, engage locally and earn trust.”
Luisa Cardani, Head of Data Centres Programme at techUK, added: “With data centres contributing £4.7 billion annually to the UK economy and supporting 43,000 jobs, the industry must now make sustainability central. The message from the public is clear: renewable power is the only option.”
The full report – Powering the Fourth Industrial Revolution: What the public really thinks about data centre development – sets out how developers can align AI infrastructure with public expectations: build a clear narrative, put renewables front and centre, and engage early with communities.
