News and Insights
The impending credibility gap in data centre sustainability
November 19, 2025
In this blog, you will learn:
- Why sustainability claims risk losing credibility as they become standard across the industry.
- What stakeholders now expect from operators when it comes to ESG communications.
- How communicators can bridge the gap with clarity, transparency and proof.
The widening gap between sustainability talk and action
By 2027, Gartner predicts that three-quarters of organisations will have a sustainability strategy for their data centres. At face value, this might sound like evidence of progress. Yet when you place that figure alongside a 2024 Keysource report — which found that while 69% of operators discuss sustainability, only 17% prioritise it when procuring new IT solutions — the risk becomes obvious. The number of operators talking about sustainability far outweighs those embedding it in practice.
As noted in the previous article on the topic, the imbalance is where the credibility gap lies. Customers, investors, regulators and communities are all looking more closely at what data centre operators do rather than what they say. Journalists, too, are more sceptical of boilerplate ESG claims. A strategy on paper, or a statement of intent, is unlikely to stand up to that level of scrutiny.
For communicators, the risk takes two forms. First is the problem of sameness. When every operator has a sustainability strategy, it becomes harder to distinguish one from another. The second comes as the problem of scepticism. When claims are not backed up with proof, they are easily dismissed as greenwashing. Either way, operators lose the chance to define their own story.
Why credibility matters more than ever
Closing that gap requires more than a shift in language. It depends on showing progress in a way that stakeholders recognise as credible. That means being open about where challenges remain, rather than giving the impression of perfection. It means using data, milestones and tangible outcomes as proof, rather than adjectives and aspiration. And it means recognising that energy efficiency, while central, is only part of the picture. Water use, land impact, community engagement and even how AI is used to optimise performance are all moving up the agenda.
Communicators also have a role to play in making sure sustainability is shown as part of decision-making, not as an annual report add-on. The Keysource finding — that sustainability is often discussed but rarely prioritised in IT procurement — points to a gap that can undermine even the strongest narrative. Highlighting integration into operations, product design and procurement is essential if claims are to hold weight.
Closing the gap with evidence-led storytelling
Left unaddressed, this credibility gap will shape how investors, customers and regulators judge the long-term resilience of operators. Over the next three years, the industry will determine who is seen as a leader in sustainability and who fades into the background. Operators that rely on generic claims will be overlooked. Those that bring evidence, honesty and a clear sense of direction to their communications will set the benchmarks the rest of the market is judged against.
This is the moment for data centre brands to take control of their story. Not by exaggerating their progress, but by presenting it in a way that is transparent, evidence-led and distinctive. The organisations that succeed will not only secure reputational strength — they will build confidence among stakeholders that their business is prepared for the future.
How FINN Partners can help
Our new whitepaper, Effective communications strategies for sustainability and the rise of AI, explores this challenge in more depth — from the risks of greenwashing to the five-pronged PR strategy that can help operators build credibility. You can download it here or contact us to discuss how FINN Partners can support your sustainability communications.
Frequently Asked Questions
- Why is there a credibility gap in data centre sustainability?
Because while most operators now publish sustainability strategies, far fewer embed them in decision-making — leading stakeholders to doubt the substance of those claims. - What do stakeholders expect from ESG comms?
They want evidence. Customers, investors, regulators and media are all looking for data, proof-points and examples that show measurable progress. - How can operators close the gap?
By being transparent about ongoing challenges, using metrics to back up progress, broadening the focus beyond carbon, and showing how sustainability is part of core operations rather than a compliance exercise.
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