Nuclear & Data Centres

The meteoric rise of artificial intelligence (AI) may be reshaping our future, but it cannot function without power. Literally.

As the UK ramps up ambitions to be a leading player in the global AI race, data centre demand is soaring. These facilities are critical to the government’s economic and digital strategy, but they are already pushing the limits of our grid. Energy and water constraints, high costs and planning bottlenecks risk slowing progress just as the starting gun fires.

The good news is that the government has shown it’s willing to act. From selecting Rolls-Royce as the preferred provider of the UK’s first SMRs, to upcoming planning reform that could enable co-location with high-demand users like data centres, there is clear political intent to back nuclear.

Delivery is now the priority. The market is ready to move at pace – if it has stability and clarity to do so.

That clarity matters. As more players move into the space, trust and track record become defining advantages. In Rolls-Royce, the UK Government has chosen a household name for its programme – one that already meets many of the public’s expectations. According to a May 2024 survey of over 2,000 UK adults by Copper, the research shows that people want SMR developers to be safe, British-based, and experienced in nuclear. Rolls-Royce begins to meet that ask.

But we know delivery takes years, and without consistent buy-in, support can erode – risking political backing, investor confidence, and planning success.

Nuclear needs a narrative and relentless focus on delivery

Public support for nuclear is real – but it’s high-stakes and must be protected. Our nationally representative survey shows that 47% of people would support a new nuclear facility in their county, and only 15% would oppose it. That’s a strong foundation to build on.

But unlike other forms of infrastructure, nuclear doesn’t get the benefit of the doubt. One bad experience, and trust will more easily evaporate than it would for other industries. And when you combine that with another complex, often misunderstood asset – like a data centre – the communications challenge only compounds.

Recent headlines have only heightened public concern about the environmental and local impacts of data centres. Pair that with nuclear, and you’re asking communities to accept unfamiliar infrastructure, without knowing or understanding the full picture.

Support is there – but only if people understand what SMRs are, how they work, and what benefits they bring locally. In our research, 60% had said they had never heard of SMRs. But once introduced to the concept, more than half (51%) supported them, with just 17% opposed.

That’s a strong starting point, and a clear signal that public backing can grow with the right information, communicated in the right way. Proving isn’t a one-time challenge but rather one that needs sustained, meaningful engagement – every single day, through every stage of delivery.

Communications is infrastructure, but not in isolation

A compelling story isn’t a silver bullet. It’s how that story is communicated in every planning meeting, every community conversation and every stakeholder briefing. It’s how we show (not just tell) that new nuclear matters, and that it will be delivered safely, reliably and with benefit.

As SMRs – and the data centres they may power – move closer to delivery, the challenge gets harder. That’s where trust can slip and, most importantly, where communication must evolve from broadcast to dialogue. We need to constantly make the case to audiences and communities. They may not follow the energy debate as closely as we do, but they will feel its impacts directly.

The goal is to shift the conversation from “why here?” to “why not here?”. That’s only achievable by knowing who you’re speaking to, understanding their pressures, how best to engage them – and crucially, listening more than telling.

From permission to progress

Nuclear is new for many people. Not just the public, but for planners, investors and local politicians too. SMRs might be proven technology, but remain unfamiliar.

At the same time, we’re learning just how critical data centres are – but they too are often misunderstood. Put them together, and while the case might look strong on paper, there’s a risk they become infrastructure people don’t recognise, don’t trust and simply don’t want. In this space, the case is much more easily lost than it is hard-earned.

The solution is trust. It’s authenticity. It’s daily engagement. It’s about turning a positive first impression into long-term acceptance. And that only happens when it’s built from the ground up.

That means using data to understand audiences intimately. Managing both the known risks and unknown perceptions. And making meaningful communication part of the everyday work, not a reactive fix.

Reactors can power AI. But only people can grant a societal licence.

And without that, nothing gets built.

Jamie Bannerman is Associate Director at Copper Consultancy.