How the data center industry courts kids amid a backlash: 11+ firms and groups hosting field trips since 2025, flag kits and cards for first graders, and more (Caroline Haskins/Wired)

The nonprofit 7x24 Exchange International is promoting data centers, which they consider critical infrastructure. As part of this mission, the group created a children's story, "What is a Data Center?", featuring a honey badger named Honey who learns about data centers from a worker named Oliver. The story aims to educate children about the importance of data centers in providing services around the clock, such as when a parent shops online while their partner sleeps.

In response to criticism surrounding data center build-outs and energy consumption, companies and industry groups are adopting a more engaging approach to community building, particularly by targeting children. Alex Molnar, a research professor at the University of Colorado Boulder, explains that industries facing public relations challenges, such as fast food, tobacco, and oil and gas, have historically used schools to disseminate their messages.

Molnar argues that corporations engage with schools not only to sell products but also to promote their narrative and inspire the next generation of talent.

Several organizations have partnered with educational institutions to host activities that introduce students to the world of data centers. For instance, the Potomac chapter of the Association for Computer Operations Management (AFCOM) organized Memorial Day-themed flag-making kits for 3,100 first graders in Loudoun County, Virginia. The kits included informational cards highlighting the positive economic impact of the data center industry.

Additionally, 7x24 Exchange is behind an annual celebration called "International Data Center Day," which aims to raise awareness of the industry and encourage young talent. The nonprofit provides resources such as coloring pages, science projects, and crossword puzzles related to data centers. It also promotes related books featuring stories of young protagonists exploring data centers and the digital world.

Other companies, such as Sabey and Amazon, have also taken steps to engage K-12 students. Sabey has hosted field trips for students from Washington-based high schools, while Amazon offered a field trip to its Arlington, Virginia, "Skills Center" in February. These activities aim to provide students with insights into the roles and career opportunities available within the data center industry.