Emerging Technologies

Is the public ready for scientific breakthroughs?

A new study shows strong public openness to innovation

A new study shows strong public openness to innovation. Image: Adobe

Jürgen Eckhardt
Executive Vice-President; Head, Leaps by Bayer and Pharmaceuticals Business Development and Licensing, Bayer
  • Leaps by Bayer, in partnership with BCG, has released its findings on one of the largest global studies on public perception of transformative technologies and innovation.
  • The research, which spanned 13 markets and 13,000 respondents, reveals widespread optimism about science but highlights trust and knowledge gaps.
  • It shows varying openness to innovation, with higher trust in health authorities and optimism in regions like Asia and Africa compared to Europe and the USA.

From the printing press to refrigeration to IVF, innovations have transformed public life. But such technological advances can only succeed if the public is willing to embrace them. Considering escalating threats like climate change, food insecurity and strained health systems, the need for innovation is greater than ever. But disinformation can fuel fear and resistance to potential breakthroughs.

Leaps by Bayer is the strategic impact investment unit of Bayer, working towards accelerating the adoption of breakthrough technologies. We recently partnered with BCG to undertake one of the largest studies of global public perception to understand how people feel about transformative technology: Are they as open to breakthroughs as innovators like to think? Are there regional variations, with some geographies more open to new technology than others? And what can we do to further build trust to ensure that when the technology does become available, the public is ready to embrace it?

Across the 13 markets and 13,000 people, we found that:

  • There is general optimism about the direction in which the world is heading in terms of science and technology. 72% of respondents who are optimistic feel this way, far more than other forces in society, such as the economy (39%) or politics and global affairs (31%).
  • But despite this optimism, there is a trust and knowledge deficit when it comes to the rollout of breakthrough technology and its applications. 77% of respondents said they are concerned about the lack of human oversight over decisions regarding AI use for medicine and healthcare. Only 40% of respondents feel that companies pursuing scientific innovation are transparent about the risks and opportunities.
  • This general scepticism is far more prevalent in high-income Western countries in Europe and the US than in Asian countries (China) and some African nations, such as Nigeria.

There is a growing need to build public trust in scientific innovation, particularly in the West. This need is further underscored by a finding that shows trust in health authorities directly correlates with increased optimism.

Trust in health authorities correlates with scientific breakthrough
Image: Leaps by Bayer & BCG

We sought to outline what the world’s leaders can do to build trust.

Knowledge is the foundation

As Jamie Metzl, author of Hacking Darwin and Superconvergence, says, “The problem we face today is that while science is advancing exponentially, popular understanding is growing linearly, and the national and international regulatory infrastructure is only inching forward glacially.”

The data shows a clear correlation between knowledge levels and optimism — those who know more about innovation are more positive about it. Take cell and gene therapy for instance: some 41 therapies have already been approved by the US FDA, and thousands more are in clinical trials. News from these trials show great promise in transforming outcomes in patients with previously incurable diseases, like Parkinson’s Disease. When people are aware — or even somewhat aware — of the potential of cell and gene therapy, they are inclined to feel positive about it.

Knowledgeability correlates with optimism about breakthrough science
Image: Leaps by Bayer & BCG

Translating complex scientific concepts into accessible communications is hard — especially in an age where the average screen time attention span is 47 seconds. It is vital that people are not flooded with information; 53% of respondents said they feel overwhelmed by the amount of information regarding food and health.

Fortunately, breakthrough science is an area of interest for most (promisingly, Eurobarometer data indicates that there is a high level of interest — 82% — in science and technology across Europe). So, education campaigns are already appealing to an engaged audience.

Considering the diversity of interests and attitudes across age, gender and other factors, tailored communication strategies are necessary to encourage diverse demographic groups to learn more about innovation.

The power of health authorities

Health authorities play a key role in building trust and can be seen as a neutral voice of authority. 62% of respondents trust health authorities to act in the public’s best interest, though this varies widely by region. It is lowest in high income countries such as France (48%) and the US (56%), while much higher in upper-middle and lower middle-income countries such as China (73%) and Nigeria (86%). This trust — or lack thereof — directly correlates with how people view scientific advancements: nations that trust health authorities are significantly more optimistic about science’s ability to improve human health, support access to food, and solve environmental challenges.

In an age where low institutional trust is a challenge for democracies, there are no easy answers to solve the trust deficit. But we believe an important first step is recognizing the urgency of rebuilding trust to enable the social and economic advances that innovation brings.

We also believe that rebuilding trust must be a shared endeavour, where industry leaders need to work together with government, communications and policy leaders. This means greater transparency about both the risks and opportunities of a particular innovation and finding new ways to break down complex information without dilution. It also means ensuring that people are top of mind throughout the innovation process — not just as consumers or patients but as individuals with their unique sets of fears, hopes and beliefs that form the groundwork for trust.

Interested in the full study’s results and what the general public thinks in the country you live in? You can read the full report here.

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