Data centers are facing an image problem. The tech industry is spending millions to rebrand them.

An aerial view of a data center under construction in Ashburn, Virginia.

Data centers are facing an image problem. The tech industry is spending millions to rebrand them.

With community opposition growing, data center backers are going on a full-scale public relations blitz. Around Christmas in Virginia, which boasts the highest concentration of data centers in the country, one advertisement seemed to air nonstop. “Virginia’s data centers are … investing billions in clean energy,” a voiceover intoned over sweeping shots of shiny solar panels. “Creating good-paying jobs” — cue men in yellow safety vests and hard hats — “and building a better energy future.”

Originally published on grist.org, part of the BLOX Digital Content Exchange.

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