Shift from the vehicle to the people

David A. Pizarro, a psychologist at Cornell University, studied how moral emotions like anger and disgust influence judgment.

Additional research has explored how moral outrage is shaped by framing. Specifically, highlighting how shifting focus from a perpetrator to a victim can channel anger into action.

For many activists against the AAM industry, the eVTOL is the perpetrator, and for many, it’s due to perceived noise concerns.

We tend to focus on the vehicle; how quiet, efficient, or sustainable it is, assuming that if people just understood the benefits, they’d be on board. But that’s not how behavior change works. Instead of debating how quiet eVTOLs are, what if we focused on the people affected by the noise? Using this approach, we could:

1. Empower the “victims” as advocates for change. Rather than dismissing concerns, invite affected communities to be part of the solution. Ask what an acceptable noise level sounds like to them. Bring them into real-world noise tests and research efforts. Let them contribute, not just complain.

2. Frame the issue as a shared challenge. Instead of “The industry is working on making eVTOLs quieter,” say: “We want to ensure your peace and quiet. What solutions make sense for your neighborhood?” This turns resistance into collaboration.

People don’t oppose eVTOLs because they lack information. They resist because they feel impacted—by noise, by change, by unfairness, by uncertainty. If we want to shift public perception, we need to shift from selling the vehicle and start engaging the people.