Data Center Resistance – The Social Psychology Behind It

Somewhere in the U.S. right now, a tech company is planning to develop a data center. And when the community learns about it, there’s going to be a reaction.

And for community residents, it won’t be about a zoning dispute. It’s going be grounded deep in human psychology -- doing exactly what it's wired to do when people feel blindsided, betrayed, or steamrolled by forces bigger than themselves.

In this episode, we walk through the social psychology that is fueling the data-center backlash playing out across the country right now — and we translate it into plain, real-world English and talk about how it’s showing up in the resistance.

For PR pros, once you understand what's actually being triggered in the minds of community residents, the resistance makes complete sense.

And you’ll understand why this podcast beats the drum about modern PR being founded on social psychology — and not journalism.

Because when it comes to the data-center backlash, no amount of storytelling will fix it.

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