Why do scientific experts struggle to communicate with general consumers? This article highlights research that demonstrates people do not argue over facts, but instead position themselves to fit in with a chosen group of people. Advice is also given on how scientists can engage with consumers who have little information when they recognize that the facts consumers are using are either incorrect or misapplied.

Vance Crowe is a communications consultant who has worked for corporations and international organizations around the world. He has spoken before more than 125,000 people, answering questions about some of the most sophisticated and controversial technologies in the modern age. Vance helps organizations understand why the general public does not agree with their perspectives and offers new ways to communicate effectively, resolve disagreements, and build rapport with critics and stakeholders. Vance is the former director of millennial engagement for Monsanto. He previously worked as a communications strategist for the World Bank Group, U.S. Peace Corps volunteer stationed in Kenya, communications coordinator at a National Public Radio (NPR) affiliate in California, and deckhand on an ecotourism ship. Vance holds a degree in communications from Marquette University and a master’s degree in cross-cultural negotiations from the Seton Hall School of Diplomacy. To learn more, follow Vance on Twitter @VanceCrowe or listen to the Vance Crowe Podcast.