North Carolina Data Center Ads Spark Environmental Backlash

A television commercial that promised jobs and tax revenue for data centers aired on the local news in Henderson, North Carolina, and was later shared on Sling and Nextdoor by residents Mitzi Parrott, Kathie Hamm and Bobbie Lequire. The ad highlighted the industry’s claim that new data‑center facilities would create jobs, increase local income and boost the county’s tax base. Instead of generating support, the commercial triggered a wave of criticism from neighbors and environmental groups who worry about the industry’s environmental footprint.

The data‑center sector has grown rapidly in the past decade, driven by the surge in digital services and cloud computing. Companies argue that their facilities bring high‑wage jobs and modern infrastructure to rural areas. In North Carolina, state incentives have attracted several large projects, and local governments have promoted the industry as a key economic driver. However, critics point out that data centers consume enormous amounts of electricity—often 3–5% of the U.S. grid—and use large volumes of water for cooling. They also argue that the promised jobs are often low‑skill, and that the environmental costs outweigh the local benefits.

When the ad was broadcast, it was met with swift backlash on social media and community forums. Residents like Parrott expressed concern that the promised jobs would not materialise, and that the industry’s water usage could strain local supplies. Environmental advocates highlighted the carbon emissions associated with powering data centers, noting that many facilities still rely on fossil‑fuel‑derived electricity. The ad’s push for “green” initiatives, such as installing solar panels or using renewable energy credits, was seen by some as greenwashing, a tactic that has been called out in previous studies of the sector’s marketing.

Local officials are now reviewing the industry’s claims as part of a broader push to balance economic development with environmental stewardship. A Henderson city council meeting has been scheduled for next month to discuss potential new regulations on water usage and carbon reporting for data‑center operators. The data‑center companies, meanwhile, are expected to issue a statement clarifying their sustainability commitments and outlining plans for increased transparency. The outcome of these discussions could set a precedent for how the sector engages with communities across the country.