Support for Your Research and the Future of Science Depends on This One Idea

Are you surprised that we are in a familiar and for some friends and colleagues in an uncomfortable place? If you think the old communications playbook still works, think again. If you think facts and truths will stop misinformation, you’re wrong. If you think more evidence will change people's minds, please stop. The old playbook doesn't work in the new world. Facts don’t matter to people who don’t trust the facts. And all the evidence in the universe won’t help you change anyone’s mind. If people can’t see themselves in the future you’re sharing, it won't happen.

Because people feel first and then act.

That’s a simplified version of the problem, which is actually a system of problems, much bigger and more nuanced than that, of course. Though, when facing remarkably large challenges, our mindset is the critical framework we use to begin, persevere, and eventually overcome our problems.

Emotional resonance is a powerful cornerstone in communication, especially when reaching new audiences with complex or abstract ideas. Here are some simple practices that will help you build support by tapping into the idea that people feel first and act second”:

Lead with Stories, Not Facts

Start with a relatable story or personal journey related to the research or discovery. Frame facts within a narrative that appeals emotionally before introducing data or scientific reasoning. Most important is understanding that the stories you share can be both fiction and non-fiction formats. Especially if your work relies on a vision, which is just another word for the result of a problem you solve or a goal you help others achieve. All conceptual and speculative design, prototyping, and change strategy needs a vision.

Use Visuals to Spark Imagination

Visuals resonate deeply and quickly. Use vivid images, simple infographics, or even sketches to make the work feel real and relevant to the audience's lives and imaginations. Whenever possible, share visuals that move — GIFs, video, animation, motion graphics, or a slideshow or carousel that viewers advance with a click, because that is ‘touch' and it’s one of the most cost-effective ways to move an audience member from the ‘passive’ to the ‘active’ column. Just make sure your partners and clients can see themselves in those visuals.

Highlight the “Why” Before the “What”

Instead of starting with technical details, begin with why this research or idea matters on a human level. For example, if you're working on climate science, emphasize how it impacts health, local economies, or future generations. Build emotional resonance. This primes people to care by tapping into values they already hold, like family, community, or security. Once they feel the importance of the “why,” they’ll be more open to engaging with the “what” and “how” of your work.

Create Interactive Experiences

Engagement is more than just reading or listening—it’s about giving people a chance to interact. Try adding quick surveys to gauge opinions on relevant topics, inviting comments on simple yet thought-provoking questions, or creating interactive stories that let people make choices in hypothetical scenarios. These actions allow audiences to participate in the process, reinforcing their connection to the topic and increasing the likelihood they’ll want to stay involved.

Speak in Analogies

Analogies can turn a foreign concept into something familiar, helping people relate to your work on an emotional level. For instance, describing the immune system as “an army defending the body” or likening a new AI algorithm to a “curious student learning with every new experience” makes abstract ideas feel relatable and accessible. These are just simple examples, but take the time to experiment with more novel analogies. It will also make it easier for your audiences to explain your work to others, expanding your reach organically through word-of-mouth.

Show Vulnerability and Uncertainty

Admitting that you don’t have all the answers or that the research journey is sometimes rocky makes you and your work more relatable. Share stories of challenges, surprising results, or moments of doubt; these glimpses behind the scenes help demystify science and innovation. This approach invites empathy and strengthens trust, showing that the pursuit of knowledge is a shared human experience, not a polished product.

Use Hope as a Call to Action

People are more likely to support causes that offer a sense of optimism and possibility. Frame your work as a positive movement toward a better future rather than focusing solely on problems. For example, instead of saying, “Without action, biodiversity will collapse,” try, “Together, we can preserve incredible diversity on this planet for future generations.” Using hope as a rallying cry motivates people to join in and feel like they’re contributing to a positive impact.

Express Gratitude for Small Engagements

Even a simple “thank you” goes a long way. Whether someone leaves a comment, shares your post, or attends a talk, publicly expressing gratitude can turn passive followers into active supporters. Phrases like “Your engagement makes this research possible” or “Thank you for being part of this journey” build goodwill and create a culture of reciprocity. This appreciation makes followers feel valued and reminds them that they’re an integral part of the mission’s success.

People respond and engage more deeply when they feel personally connected, making emotional appeal essential for scientists, futurists, and researchers who want to build public support. By appealing to shared values and experiences, they can inspire not only understanding but active involvement. Strategic imagination takes this a step further, allowing communicators to craft innovative, interactive experiences that go beyond traditional methods, creating an immersive journey that resonates emotionally.

Through storytelling, visual analogies, and shared hope, strategic imagination transforms complex ideas into compelling narratives, sparking curiosity and empowering audiences to feel part of something meaningful. This approach fosters community, builds trust, and ultimately translates complex visions into collective action.