Label the thing: CHANGE

Say, what it’s about: DIGITALIZATION (or globalisation or …. )

And then make everyone comfortable: „You don’t need to be scared.“ „There is nothing to worry about.“ „No reason to be afraid.“

Or you even order: „Stop worrying, get things done!“

Thus you have established a firm mental connection between FEAR and DIGITALIZATION specifically or even CHANGE in general.

Are there better ways?