Why Science Needs Marketing
CBS Los Angeles
Just this week, President Donald Trump buried a climate science report because “I don’t believe it”.
The report was the National Climate Assessment – a report produced by Trump’s own Administration, with the involvement of 13 Federal Agencies and more than 300 leading climate scientists. The summary alone was 196 pages. The data was data was irrefutable.
But therein lies my point – Trump was able to dismiss this irrefutable science on the basis of belief – not reason. People rarely make decisions based on data alone. If the majority of the public made choices based on reason, then Nike commercials would involve a list of shoe features, a summary of it’s materials, and a cost benefit analysis.
But marketers know that people don’t buy products based on reason. That’s why Nike commercials look like this:
People make purchasing decisions based on what they believe: their values, their identity, their dreams. It should come as no surprise then, when people also chose which ‘facts’ to ‘buy’ based on those same beliefs.
‘Science’ is just one set of facts, in a marketplace now littered with alternatives. It may be the best set of facts – the one closest to the truth. But when alternative facts become more appealing, then people begin to opt for the a comforting lie over that inconvenient truth.
In order to keep the Scientific Revolution alive, scientists must ensure that science continues to be valued by the public. If science and reason are valued as tools for public good, then the voting public will ‘buy’ the ‘products’ science produces – such as the National Climate Report.
And nobody knows how to build value better than marketers.
That’s why science desperately needs the help of marketing – and why we built America’s first science marketing agency: ReAgency.
Because we believe in science.