There are over 300 data centers in Virginia right now, with 241 of them concentrated in Northern VA, and new centers are proposed or approved every day. Loudoun County alone has 117 in the pipeline. It’s little wonder why – the Commonwealth boasts over $9 billion in tax revenue from the data center industry alone. As an economic driver, that is completely unmatched. Legislators and other decision-makers rely on that income for local and statewide endeavors.
As an environmental and energy factor? Not so good. IEA forecasts that energy demand will double by 2030. “In the United States, power consumption by data centers is on course to account for almost half of the growth in electricity demand between now and 2030. Driven by AI use, the US economy is set to consume more electricity in 2030 for processing data than for manufacturing all energy-intensive goods combined, including aluminum, steel, cement and chemicals.”
What does that mean for Virginia, though? Data centers have been hailed as economic drivers, scorned for being environmentally damaging, and feared for their effects on the electric grid. The General Assembly has been slow to move on legislation to regulate the industry, leaving it open to runaway growth.

What is a data center?
Great question. The International Energy Conservation Code defines a data center as, “a room or series of rooms that share data center systems (later defined as HVAC systems and equipment used to provide cooling or ventilation), whose primary function is to house equipment for the processing and storage of data and that has a design total information technology equipment (ITE) equipment density exceeding 20 watts per square foot of conditioned area and a total design ITE equipment load greater than 10 kW.”
The Code of Virginia defines a data center as, “a facility whose primary services are the storage, management, and processing of digital data and is used to house (i) computer and network systems, including associated components such as servers, network equipment and appliances, telecommunications, and data storage systems; (ii) systems for monitoring and managing infrastructure performance; (iii) equipment used for the transformation, transmission, distribution, or management of at least one megawatt of capacity of electrical power and cooling, including substations, uninterruptible power supply systems, all electrical plant equipment, and associated air handlers; (iv) Internet-related equipment and services; (v) data communications connections; (vi) environmental controls; (vii) fire protection systems; and (viii) security systems and services.”
And the American Council for an Energy Efficiency Economy (ACEEE) states, “data center is a general term that can refer to a range of facilities housing computer servers and networking equipment with very different power and market characteristics.”
The lack of clarity on what a data center is, makes regulating and legislating the industry incredibly difficult. Moreover, as ACEEE notes, there is no one-size-fits-all definition for the different types of data centers. The server room for the City of Richmond operates very differently than the enterprise scale center for Bank of America, which is itself different from a company like Amazon or Microsoft.

AI and Energy
The AI industry, and by extension crypto, relies on computing equipment that uses exponentially more energy and water than a traditional data center. Vox recently reported that a typical Google search uses .3 watt-hours, while ChatGPT uses over nine times as much energy at 2.9 watt-hours. And while there are strides being made to improve chip efficiency and cooling efficiency, the risk of downtime keeps many of these technologies from widespread use.
There are additional uncertainties tied also to speed of adoption, ongoing legislative and legal battles, and effects on the economy. However, all of the projections and models are based on currently available technologies, which are changing rapidly. AI companies are in a period of explosive growth, but that is not sustainable long term. As technology moves from experimentation to market saturation, standardization will ultimately lower the energy spikes we see now.
There’s also the DeepSeek curveball to consider – by using older models of Graphic Processing Units (GPUs) and an optimized algorithm, the Chinese company released R1, a rival to ChatGPT and other commercial AI products, that uses as little as 10% of the electricity for the same output. This also reduced the cost of operations for DeepSeek, while providing a proof of concept to the industry.
And while AI technology is causing a number of environmental problems – air pollution, overconsumption of electricity, water pollution – it also has the potential to solve some problems, also. A recent article from the Federation of American Scientists said, “Leaders have a real opportunity to leverage AI to maximize positive outcomes—like improving grid efficiency, accelerating clean energy deployment, and optimizing public services—while minimizing harms like overconsumption of energy and water, or reinforcing environmental injustice. Doing so, however, will require new economic and political incentives that align private investment with public benefit.”

Solutions
AI, hyperscale, and cloud computing data centers are heavily incentivized to run as efficiently as possible, as a huge percentage of their overhead costs are from electricity and water use. But as the strain on the grid due to AI increases, some companies are building their own generation systems. Some of these are focused on renewable energy while others rely on fossil fuel generation for energy.
Solutions like demand response, timed cooling, virtual power plants, and other energy efficiency measures can reduce the load without additional generation.
Companies like VAEEC members Siemens, Schneider Electric, and Michael’s Energy have been working with companies for years on cooling, insulation, and automation systems that reduce the up-front load. As up to half of the energy use in a large scale data center is accounted for just by cooling, timed fans, in rack cooling structures, and district heating are just a few of the proven, existing solutions that are available for companies and operators. Utilities and coops are also looking at rate structures and incentives to shift the load on the grid.
The energy efficiency opportunities for data centers can make a significant difference in the amount of energy used in operations. ACEEE released a series of recommendations for states to incentivize data center companies to adopt transparent, energy efficient, and grid interactive practices. Similarly, ASHRAE and Energy STAR have guidelines and standards for more efficient facilities. Though without policy and financial incentives, companies are unlikely to adopt these standards.

Modeling and Projection
According to some estimates, Loudoun’s projected load demand from new data centers could draw 8,190 MW from the grid, on top of the collective 3 GW demand from data centers at large. The potential demand for electricity is daunting, but recent studies may calm the alarm.
As stated above, models and projections on data center energy use are based on currently available technologies in an industry rapidly changing from day to day. The National Labs state that they can confidently project load through 2028 – just two years from now. Factors like electrification, EV adoption, international and economic uncertainty, and an unfettered market make it nearly impossible to predict long-term needs.
Moreover, only a fraction of proposed data centers actually make it into production. Companies regularly buy spots on the interconnection queue for projects that are still in the planning process and may not see approval from the locality or land owner. While utilities and regulatory bodies are starting to account for these proposals, the conversations are still in early stages on how to standardise and streamline processes so that clearer projections can be made.

The Bottom Line
The data center industry is a huge economic driver in Virginia and is here to stay. By utilizing efficient building techniques, investing in energy efficient technologies, and adopting distributed energy resources, companies can manage their load responsibly and project future needs more accurately.

In the first two posts of this series, we looked at the foundation of energy efficiency messaging and how to tailor that message to different audiences. But even the most compelling story or value proposition can fall flat if it’s delivered at the wrong time. Timing isn’t just about when your message goes out; it’s about when your audience is most ready to hear it.

Energy efficiency often becomes top-of-mind when people are reacting to a problem, a spike in their utility bill, an aging HVAC system, or a sweltering heatwave. These are the moments when messaging can feel most relevant and most likely to drive action.

“People search for energy efficiency opportunities in a reactive state of mind,” said Rad Tollet from Brand Federation. That means we need to be proactive. Anticipate seasonal pain points, like the start of summer or winter, and use those moments to promote energy-saving programs or resources before people feel the strain.

Use the Calendar to Your Advantage:

 Planning around seasonal or situational triggers can help your message land:

• Spring and fall: Prime time to promote energy audits, insulation, and HVAC tune-ups.
• Tax season: Remind audiences about credits and rebates tied to energy efficiency upgrades.
• Move-in/back-to-school seasons: Reach renters and new homeowners with simple, low-cost solutions.

Align Timing with Platform

How you deliver the message matters just as much as when. Newsletters may resonate with homeowners. Text alerts or targeted social ads might better reach renters or younger audiences. And in historically underserved communities, trusted local partners, like non-profits, schools, or neighborhood leaders, may be your best messengers.

Repetition Builds Recognition

Don’t be afraid to repeat yourself, thoughtfully. People rarely act the first time they see a message. Use a mix of channels, voices, and formats to keep the message fresh while reinforcing your core point. Repetition builds recognition, and recognition builds trust.

As West Cary Group noted, effective campaigns plan for the full customer journey, not just a single impression. The key is showing up consistently and meaningfully, not just loudly.

Test, Learn, and Adjust

Timing isn’t a perfect science. Track when and how people are engaging with your messages, opens, clicks, participation rates, and feedback, and use those insights to improve. Over time, you’ll gain a clearer picture of what matters most to your audience and when.

Throughout this series, we’ve explored the foundations of energy efficiency messaging: how to make it relatable, how to tailor it for different audiences, and how to time it for the most impact. These strategies are more than just communication tips; they’re tools to help build trust, drive engagement, and ultimately, help more people benefit from energy efficiency.

We hope our Effective Communication, Efficient Energy blog series sparked ideas, offered useful insights, and gave you a strong foundation to build from, whether you’re launching a campaign, crafting an outreach plan, or simply looking for ways to connect with your community.

In last week’s post, we explored the importance of starting with the basics, what energy efficiency is, and why people should care. However, knowing what to say is only half the battle. If we want energy efficiency messaging to resonate, we have to consider who we’re speaking to. Different audiences have different needs, motivations, and frustrations, and our messaging needs to reflect that.

Be Curious:

Energy efficiency isn’t a one-size-fits-all concept. What resonates with a homeowner may not connect with a renter, small business owner, or contractor. That’s why understanding your audience is the key to making any message stick.

Communications professionals stress the importance of starting with simple, grounded questions:

“What behavior are we asking them to change, and what’s in it for them? Is it about cost savings, environmental impacts, comfort, control, or something else entirely?” said a representative from West Cary Group.

The answers to these questions can shift dramatically depending on the audience. Contractors and installers, for example, are on the front lines of bringing energy efficiency technologies into homes and businesses. Messaging for them should highlight opportunities for professional growth, available training, financial incentives, and how offering energy-efficient solutions can help them stand out in a competitive market. Meanwhile, low-income renters may feel they have limited control over their energy use. But with the right approach, messaging can make them aware of rebates, tax credits, or community programs that can directly lower their bills and improve comfort, at little or no cost. In both cases, tailoring the message to the audience’s unique circumstances makes engagement and action much more likely. 

Once these foundational questions are answered, the next step is developing insights that shape the entire communication strategy. 

West Cary Group recommends using a strategic brief that incorporates four core elements:

A deep human truth: What do people believe or feel about the topic, often beneath the surface?

Example: “I’m tired of being targeted and everything feels like a sales pitch, not something that’s actually for me.”

The tension: What’s the barrier or contradiction keeping them from acting?

Example: They distrust utility or government programs that promise benefits but feel like marketing spin.

A fresh idea: What’s a motivating angle that reframes the topic and opens the door for action?

Example: This isn’t a pitch, it’s an opportunity you already paid into.

The solution: What role does the campaign play in shifting perception or behavior?

Example: Frame energy efficiency programs as a benefit customers have earned and highlight real testimonials or neighbor-led stories to shift the tone from promotion to empowerment. At its core, effective messaging isn’t about convincing people; it’s about connecting with them. By starting with the audience’s lived experience, acknowledging their skepticism, and offering clear, personal benefits, energy efficiency becomes a real solution and less of a technical buzzword. 

Next week, we’ll explore how timing and delivery can make or break a message. Even the best crafted message can fall flat if it arrives at the wrong moment. We’ll dive into how strategic timing and multi-channel delivery can help ensure your message lands when your audience is most ready to listen.

Why Energy Efficiency?

The Virginia Energy Efficiency Council lives and breathes energy efficiency; however, we recognise that it is a subject most people are not familiar with. Acknowledging this communication gap, the VAEEC  is exploring how to best discuss and promote energy efficiency. To guide this work, we interviewed local public relations firms and communications professionals for our June blog series: Effective Communication, Efficient Energy. Each post will build upon the last, sharing key insights, guiding principles, and best practices for communicating a complex topic like energy efficiency to a broad audience.

The What and the Why

When introducing a topic most people aren’t already familiar with, it’s important to start with the basics: What is it, and why should your audience care? Energy efficiency advocates are passionate and informed, but the general public? Not always. SEO data backs this up; most people don’t seek out energy efficiency information until something happens to them, like a surprise high electric bill or the dreaded HVAC breakdown.

“People search for energy efficiency opportunities in a reactive state of mind,” said Rad Tollet from Brand Federation.

So, how do we take that knowledge and run with it?

Communication professionals recommend that we anticipate those pain points and promote energy efficiency programs, resources, and messaging right before peak moments, like the start of summer or winter, when bills often spike. Then we tailor the message to reflect what our audience cares about: saving money. If we want people to see the value of energy efficiency, we have to show it through real-life examples of how it impacts people just like them. Not in abstract numbers or policy jargon, but in stories that reflect their day-to-day realities and frustrations.

This kind of storytelling is strategy, and it’s the foundation of the most effective messaging in the energy world today.

That’s why effective energy efficiency messaging often starts with a simple premise: “This helps people just like you.” Instead of focusing on the technical benefits or environmental impact, though those matter too, we lead with how it can make a difference in someone’s daily life. 

“We always start by reframing the message from the reader’s point of view, what would make this feel relevant or actionable?” said a representative from the West Cary Group.

Maybe it’s a single mom who cut her energy bill in half after a home weatherization project. Or a retiree who avoided a costly HVAC replacement thanks to a free energy audit. These kinds of stories show that energy efficiency isn’t just a policy buzzword; it’s a way to save money, reduce stress, and make homes more comfortable and resilient. When people see themselves reflected in the message, they’re more likely to trust it. They’re more likely to take action, and most importantly, they begin to understand that energy efficiency isn’t something abstract or out of reach; it’s a tool that can improve their quality of life, right now. 

Several communication professionals recommended searching for and promoting success stories to demonstrate that energy efficiency programs can and will save you money. By highlighting the human impact, we can see how these programs help people save, shifting energy efficiency from an abstract concept to an everyday solution. The Virginia Energy Efficiency Council launched its Energizing Efficiency Campaign in 2023 to do exactly that. By uplifting success stories across the Commonwealth, we hope to enlighten our audience to the numerous benefits of energy efficiency. Applications are currently open and will close on August 4th, 2025. Click here to submit your success story! 

But knowing what to say is only half the challenge. Next week, we’ll dive into who you’re speaking to and how to shape your message so it resonates. From renters and homeowners to business owners and community leaders, energy efficiency messaging is most effective when it meets people where they are. 

The Virginia Energy Efficiency Council (VAEEC) recently hosted the Energizing Efficiency Webinar, an engaging and insightful event that celebrated past Energizing Campaign participants and their energy efficiency projects impacting Virginia, as well as the launch of VAEEC’s 2025 Energizing Efficiency Campaign. Held on Tuesday, February 19th, 2025, this webinar brought together three expert speakers and compelling projects. The event kicked off with an introduction to the VAEEC, and our work as a leading voice for energy efficiency since 2012. 

Our first speaker was Jessica Greene, Virginia Energy’s Energy Outreach Coordinator. Jessica started with a history lesson on the Energizing Efficiency Campaign, which invites submissions from across the Commonwealth to highlight impactful energy-saving projects. This campaign provides a platform for all projects—big or small—to showcase their contributions to energy efficiency. She emphasized Virginia Energy’s intent to participate in the 2025 campaign and promoted the Energy Efficiency & Conservation Sub-Grants for local governments. 

Samantha Hudson, Sustainability Division Director at Henrico County, detailed the impressive sustainability measures integrated into five of Henrico County’s Libraries, which achieved LEED Gold certification in 2021. Key features of the libraries include enhanced energy efficiency, reduced energy use by approximately 50% compared to the baseline model, improved indoor air quality, daylight accessibility, and sustainable materials. All features contribute to decreasing the building’s carbon footprint. Her presentation included multiple gorgeous photos of the Fairfield Library, which she encouraged participants to visit if they could.

Bryan Burris, Vice President of Energy Conservation at project:HOMES, presented their weatherization efforts on Tangier Island, a remote community in the Chesapeake Bay with limited access to resources. This project, supported by the Community Energy Innovation Prize, tackled key challenges such as high contractor costs and aging infrastructure. Notable achievements include training local subcontractors to sustain long-term efficiency improvements, as well as upgrading insulation, air sealing, and HVAC systems to enhance energy conservation.

The Energizing Efficiency Webinar successfully highlighted the VAEEC’s commitment to energy conservation, innovation, and community engagement. The event not only provided a platform to showcase impactful projects but also reinforced the importance of sustainable practices in shaping a more energy efficient future. With initiatives like the 2025 Energizing Efficiency Campaign now underway, we continue to lead the charge in making energy efficiency a cornerstone of its clean energy vision.