Three quarters of Americans have now heard of data centres

“ Data centres have moved in the last couple of years from something that was completely invisible to a very public conversation,” Giuseppe points out.“ And this conversation is not necessarily a positive one.”

A national survey conducted by Change Research found that, in March 2025, 65 % of voters supported building data centres across the US. By April 2026, just 36 % of voters said the same. This, Giuseppe suggests, may be due to rising apprehension around the impact of AI.“ AI is still something completely unknown to many,” he says.“ We don’ t know if AI will replace us; we don’ t know if we will lose our jobs because of AI. This is still a big open debate worldwide.

And data centres are the physical representation of AI. So if you are against AI, data centres become one of your targets.”

This has made it challenging to build an effective marketing strategy in the data centre industry, Giuseppe says – but he stresses that being proactive is crucial to own your brand.“ It’ s often a fear of the unknown rather than direct opposition,” he says.“ So if we want to own our story, we need to hire marketers who can develop it properly.”

And Giuseppe looked to do just that when he joined AVK in 2024, leading a brand refresh that was designed to align the company’ s marketing with its overall strategy and future direction.

marketingchief. com

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