Research out of the University of Wisconsin-Madison has shown that the emotion the public most strongly associates with science is hope. But Dr. Todd Newman, the lead author, points out that science communication has not effectively tapped into this emotional reservoir to motivate behavioral change. To build a positive brand for science it's important to show people how it creates positive change in their own lives.
At CIRT, we want to connect communities to circularity so that the individuals who buy and sell products can feel empowered in reducing their waste footprint. Read more about how projects like CIRT contribute to building a brand of hope for science in this article from Grow.