Abstract

The income and careers that come with building wind turbines have become a lifeline for many factory towns and farming communities. Generating electricity from the wind puts increasingly cheap power on the grid, saving consumers billions a year. And it is one of the biggest, fastest, cheapest ways to reduce carbon pollution, reducing the threat of climate change. Yet as wind farms have rapidly spread to forty‐one states, their developers must make their case anew with each community that hosts them. Facts matter, but so do empathy, honoring deep connections to neighbors and landscape, and developing mutual respect. Successful wind farm developers listen first for shared values and speak with inclusive language, to communicate with potential opponents across divides of misunderstanding and motivate local residents to adapt to and benefit from change.