big perk

Houston company incentivizes renewable energy plans

Here's how Direct Energy hopes to grow its renewable energy clientbase. Photo via Getty Images

It pays to be a responsible energy consumer.

Direct Energy will be offering two-years of Amazon Prime for its new customers. The On Us promotion is part of an ongoing partnership with Amazon since 2018, and will include a fixed-rate electricity plan or a fixed-rate electricity plan with free nights or free weekends, and will be 100 percent renewable.

The On Us electricity suite will include free electricity between 9 p.m. and 9 a.m., free power from Friday night at 6 p.m. until midnight on Sunday, and a fixed rate for 24 months. Customers who already have Amazon Prime will receive a $15 gift card. The plan incentivizes new customers to join and receive the Prime membership, which is a $139 value.

“With this newest offer, Direct Energy makes it easy and seamless for customers to find the right electricity plan for their needs, with the added savings, convenience, and entertainment with Amazon Prime—all in a single membership,” Britany Keller, marketing lead at Direct Energy, says in a news release.

“Our customers can begin enjoying Prime membership as quickly as a day after they start service on an eligible plan with Direct Energy," she continues. "We are thrilled to continue to bring our customers new ways to enjoy Amazon Prime through our suite of ‘On Us’ plans.”

Direct Energy reports that it utilizes renewable energy from green sources like wind, geothermal, hydro, and solar energy to help reduce the carbon footprint.

Originally founded in Canada, Direct Energy is a subsidiary of Houston-based NRG Energy, which has recently announced its own sustainability advancements to NRG Park.

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A View From HETI

A new report shows that Texas data centers used 25 billion gallons of water in 2025. Photo via HARC report.

As data centers continue to boom throughout Texas, a new report from the Houston Advanced Research Center (HARC) warns that the trend could strain the state’s water supply.

HARC estimates Texas data centers used 25 billion gallons of water in 2025—and that the demand for water will continue to rise to meet the needs of the 464 data centers currently in Texas, as well as 70 additional sites currently under development.

In the report, titled “Thirsty Data and the Lone Star State: The Impact of Data Center Growth on Texas’ Water Supply,” The Woodlands-based nonprofit says that water use for cooling data centers is expected to double or triple by 2028 on the national level. If projections hold, the total annual water use for data centers in Texas will increase by 0.5 percent to 2.7 percent by 2030, or to between 29 billion and 161 billion gallons of water consumed.

Data centers often use water for cooling, though water demand is dependent on the type of cooling used, the size and type of the data center. Although used water can be reused, some new water withdrawals are always needed to replace evaporated water and other systems’ water losses. Water is also used to cool the power plants that generate electricity used by the data centers.

The HARC report offers guidance to address the overall concerns of water demands by data centers, including:

  • Dry cooling methods
  • Increased reliance on wind and solar energy sources
  • Alternative water supplies, like treated wastewater or brackish water for cooling
  • Adjusted operating schedules to accommodate water usage
  • Partnering with local companies to develop projects that reduce water leaks
  • Companies creating their own water infrastructure investments

The report goes on to explain that the Texas State Water Plan, produced by the Texas Water Development Board, projects shortages of 1.6 trillion gallons by 2030 and 2.3 trillion gallons by 2070. HARC posits that the recent surge in water demand from AI data centers is not fully reflected in those projections.

"Texas water plans always look backward, not forward," the report reads. "That means the 2027 water plan, which is in development now, will be based on 2026 regional water plans that do not include forecasted data center water use. Data centers that began operation in 2025 will not be added to the State Water Plan until 2032."

Currently, there are no state regulations that require data centers to report how much water they use. However, the Public Utility Commission of Texas (PUC) plans to survey operators of data centers and cryptocurrency mining facilities on their water consumption, cooling methods and electricity sources this spring. It is expected to release the results by the end of the year. The companies will have six weeks to respond. The Texas Water Development Board will assist the PUCT on the questions.

“I think we all recognize the importance of data centers and the technology they support and what they give to our modern-day life,” PUC Commissioner Courtney Hjaltman said during the last commission meeting. “Texans, regulators and the legislature really need that understanding of data centers, really need to understand the water they’re using so that we can plan and create the Texas we want.”

See the full HARC report here.

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