Bringing data centres to the forefront of public consciousness
As many as half of UK consumers (51%) have never heard of the term ‘data centre’, despite the unequivocal role they play in powering the digital services we rely on every day. Telehouse’s research, which sampled over 2,000 consumers in the UK, sheds light on this knowledge gap, revealing the work that still needs to be done to communicate the importance of data centres in modern society.
The invisible backbone of digital life
Our lives have become increasingly digital, from streaming TV shows to online shopping and finance management, and data centres support the accessibility of these online services for consumers. Yet, 67% of UK consumers admit they do not know what a data centre is or does, highlighting a lack of broad public awareness of the considerable impact they have on our lives.
That said, 48% of respondents believe data centres positively impact the digital services they use at home and work, and 59% see these facilities as critical to supporting remote working. But this was contrasted with the fact that one-in-five (19%) are unsure of their relevance to dispersed workforces, and 15% consider them to be not very critical or not critical at all. These mixed perceptions point to a pressing need for more education and awareness about how these facilities underpin our connected lives.
Educating the public
To tackle this lack of awareness, data centre operators need to go back-to-basics by removing jargon and integrating accessible language into their messaging. This messaging should extend to communications targeting young people which could also help counter an ongoing digital skills deficit in the UK technology sector, including the data centre industry. Greater awareness among young people about the sector and opportunities within it could help promote job openings and increase the talent pool. The skills gap has hindered technological progress and stopped organisations from deploying employees in areas where they are the most needed, such as electrical engineering, network administration, and maintenance of cooling systems.
Part of the strategy should therefore be engaging with schools and universities to highlight the opportunities in the sector. The introduction of graduate entry schemes, apprenticeships and training can also help to grow the job market, giving young people a pathway into the sector and offering operators the chance to fill skills gaps. Telehouse advocates for these schemes to give young people an opportunity to join the sector. For example, Denis Coskun joined the Telehouse team as a Graduate Mechanical Engineer after finishing university, and was recognised as a 2024 Rising Star for his contributions to critical projects across our London Docklands data centre campus.
Raising awareness
Data centres are essential to the digital services we depend on daily, yet public awareness of their role remains limited. While many consumers recognise their importance in enabling remote work and online activities, misconceptions, and a lack of understanding persist. Addressing these issues requires clear, jargon-free communication to clearly convey and promote the importance of data centres, alongside targeted educational initiatives. By engaging with schools, universities, and the wider public, the industry can build awareness while at the same time nurturing the next generation of talent.
Telehouse recently launched an initiative aimed at the public, featuring a character named ‘DC’. The aim of DC is to explain exactly what a data centre is and why these facilities are so essential to everything we do digitally. Watch the video and discover more insights here.
Authors
Mark Pestridge
Mark Pestridge was appointed to the role of Executive Vice President & General Manager for Telehouse Europe in April 2023, having previously held the role of Senior Director of Customer Experience since 2021. He joined the company in April 2019 as Director of Sales to lead the UK sales organization. With over 20 years’ experience in the data centre and service provider space, Mark has a solid history of developing strategic partnerships across the industry that achieve strong and consistent business performance.