Perspective

Data Centers Make Public Relations Bid

By Claire Schultz

Updated

September 5, 2026

Reading Time

1 min

Tech timelines this week have been plastered with reports of benefits promised to residents willing to welcome data center construction in their areas, with Maryland’s governor even encouraging counties in the state to put together a “wish list” of requests for developers. Recent reports of developers offering public perks like hospitals, animal shelters, bonuses for teachers, and even aquatic centers are meant to move the needle on public sentiment about data centers, especially as they increasingly become a deciding factor in the upcoming midterm elections.

In addition to data-center-related concerns about lack of public transparency, impact on the environment, and AI’s impact on jobs, however, is the issue that public utilities like power grids and hospitals are reportedly unable to secure the skilled labor they require to improve or develop infrastructure due to demand from data centers, which pay $6 per hour above market rates to attract talent amidst a nationwide shortage of qualified workers. The WSJ has similarly reported 25-30% pay increases associated with data center work, driven in part by projects poaching experienced workers from one another

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Authors

Claire Schultz

Research Associate

Claire is a Research Associate at Contrary. Claire's academic research has centered primarily on particle physics, and has been published in Nature. Prior to Contrary, Claire worked on the investment team at Bridgewater Associates and studied mathematics and physics.

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