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Getting the chemistry right
There’s an alienating epidemic of ‘stock science’ in the comms of scientific and technical brands. Our report shines a light on it - and offers a guidebook for breaking through bland.
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Organisations in engineering, manufacturing, pharma and tech are driving the massive changes necessary to tackling humanity’s biggest challenges - changes that will demand engagement and buy-in across our culture.
But there’s a problem. Right now, there’s an epidemic of ‘stock science’: indistinctive comms and content in this space characterised by cliches in visuals and language - and flat, unremarkable content.
The result? information overload for audiences that struggle to engage emotionally.
What does this ‘stock science’ look like? What operational and cultural factors are causing it? How can brands wire their comms differently to break through bland?
For all this and more, fill in the form to download Getting the chemistry right. Don’t worry - we’ll take good care of your details…
Getting the chemistry right
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We analysed a host of website, campaign and reporting content across a range of science-focused industries. We interviewed comms leaders from those sectors, too. We uncovered a sea of same - and the common organisational and cultural issues stymieing great comms.
92%
Populate content with cliched stock imagery. You know, men in lab coats with clipboards.
58%
Visualise their tech in literal ways (even when no-one else recognises what the hell is).
50%
Of all content uses vague, well-worn phrases. ‘Force for good’, anyone?
Companies really struggle to communicate new tech. Sometimes they simply fail to answer the ‘so what?’ question. What’s the impact on your audience?”
Partner and Chief Analyst, TechMarketView
A big challenge is making sure you're able to form dialogue. You don’t want to dumb it down, but you don’t want to use jargon people can't understand either. ”
Director of Global Brand and Visual Identity GSK
‘Stock’ communications? It’s catching
We’ve seen this kind of addiction to ‘stock’ communications before.
