…what I really learned during the pandemic year is that science needs better marketing—refined and persistent—so that no one will ever again take its discoveries for granted.

According to Neil deGrasse Tyson one of the major lessons that 2020 and the pandemic has revealed is that Science itself needs marketing in this day and age. We are struggling with anti-vax sentiments,  widespread disinformation amidst a global medical emergency, and even flagging public trust and desire for the much needed medicines of the future.

Imagine the ad campaigns: We fly through the air at 500 mph, seated in a cushioned chair, inside a 100-ton metal tube, 30,000 feet above the ground—because of science. We communicate with practically anyone we’ve ever met, in an instant, no matter where they are in the world—because of science. We obtain immediate access to all the compiled knowledge of the world, at our fingertips—because of science. Neither you nor your mother died in childbirth—because of science. Most people used to die at 65 or 45 or younger, but we don’t anymore—because of science. And we are able to glean accurate insights about Earth’s past, present and future, especially its climate, our ecosystem and the forces we exert upon them—because of science.

Read more or listen to the audio version of the article at the WSJ.

Imagine What’s Possible with Better Science Marketing

Seriously, imagine for a moment that science and marketing were steadfast allies, embarked in a journey to advance progress. In that honest journey, the accuracy and integrity of the science would shine through. Junk science would be stymied. Marketing would use proven storytelling techniques, humanizing science, weaving a narrative that captures hearts and minds of audiences, scientific or not. Complex topics would become more relatable and accessible. Non scientific members of the public would recall and retell stories in layman’s terms, ensnaring yet more imaginations.

The Story of Flight, Reimagined.

Imagine if Wilbur and Orville Wright had better marketing during their time. Several things could have changed, potentially affecting how we live today.

• Faster Recognition: Improved marketing efforts could have accelerated the dissemination of their accomplishments, bringing them into the public eye sooner. That could have led to more resources for their aviation explorations.
• Increased Funding and Support: With improved marketing, they might have been able to garner more financial backing for their research and experiments instead of having to self fund from the proceeds of their bicycle shop. Imagine what they may have discovered if they had their experimental wind tunnel earlier or benefited from a larger tapestry of talent.
• Accelerated Aviation Development: With improved storytelling and exposure the Wright brothers could have spurred greater interest in aviation development. Imagine inventors, aviators, and engineers collaborating and exchanging knowledge. This collaboration could have led to earlier advancements in aviation technology and infrastructure.
• Commercial Opportunities: Better marketing might have enabled the Wright brothers to explore commercial opportunities more effectively. They could have secured contracts with governments, companies, or investors interested in using their aircraft for practical applications. FYI – Crop dusting didn’t start for nearly 18 years more, ironically in the Wright brothers hometown of Dayton, Ohio. That was 1921. The first commercial operation began in 1924. Imagine other collaborations including movies, air transportation, cargo and freight including airmail, remote sensing and surveillance, tourism, etc.
• Earlier Adoption: With increased awareness and marketing, other aviation pioneers and engineers might have been inspired to join the field of aviation earlier. This could have led to a more rapid pace of innovation and a more competitive aviation landscape. Think satellite technology and global telecommunications and even space exploration.