News and Insights

Building a Stronger Data Centre Sustainability Story

March 12, 2025

Sustainability has become a defining issue for data centres – and this is particularly apparent with Data Centre Worldtaking place in London this week. In a recent post, I outlined the credibility crisis facing the industry. It’s clear that data centre providers can’t afford to stay silent but knowing what to say, and how to say it, is just as important as taking action.

Meeting regulations is the bare minimum, not a differentiator. For sustainability messaging to be effective, it must go beyond regulatory compliance. Yes, meeting government mandates is imperative for the business, but it’s not really a story that will excite your stakeholders – or the media for that matter.

Instead, sustainability efforts should be framed in a way that highlights the real-world impact. Customers and regulators are looking for proof, not promises. That means backing up claims with data, showcasing progress and addressing challenges head-on.

Claiming to be ‘committed’ to sustainability and green technology is nice, but it becomes meaningless without evidence. Use real numbers, set clear targets and show both the wins and the work still to be done.

Communicating Long-Term Goals Effectively

Speaking of wins, it’s important to remember that sustainability is a long-term commitment. A strong story needs to communicate what’s been achieved, but also what’s coming next. When marketers can articulate a clear roadmap for continuous improvement, they are more likely to build stronger trust than those who rely on quick, easily won headlines.

No one expects data centres to become carbon neutral overnight. That’s a pipe dream. But they do expect honesty. If there are hurdles – like grid limitations, cooling challenges or AI-driven energy spikes – address them authentically. Being upfront about the difficulties ahead will make claims more credible.

It’s also important to break down complex initiatives into digestible, meaningful content that different audiences can connect with. By translating technical data into business benefits, marketers can help their audiences better understand how energy efficiency lowers costs for customers or how cooling technology can reduce strain on the grid. These are the kinds of details that resonate.

The role of PR

Data centre sustainability is a complex, emotive and developing issue. Crafting a message that’s both technically accurate and widely engaging is not easy. In an industry where greenwashing accusations spread fast, even the organisations making real progress risk losing trust if they can’t clearly back it up.

And greenwashing isn’t just about exaggerating, it’s the overreliance on vague, technical, or empty language. If sustainability messaging is filled with jargon or buzzwords but lacks substance, you can expect criticism. Keep it clear, specific and focused on measurable impact.

It’s tempting to focus heavily on the technical details, but the reality is that sustainability is a tale of many audiences – it matters to a much wider group. It’s not just CIOs and procurement teams that should be paying attention, as investors, policymakers and customers all have a stake. A well-crafted story needs to connect with all of them – without losing clarity or credibility along the way.

This is where marketing teams can benefit from extra support. Building a strong sustainability story that stands up to scrutiny and captures attention isn’t always straightforward in an industry as complex as this. PR teams with proven experience in this ecosystem can help refine messaging, shape impactful narratives and ensure that sustainability efforts don’t just meet expectations but actually stand out.

How FINN Partners can help

At FINN Partners, we specialise in creating impactful announcements that capture attention and achieve communication goals. Get in touch with us to explore how we can support your public relations needs.