These storytelling strategies can explain bioeconomy advances in a way everyone can understand

The bioeconomy drives sustainable development through the use of renewable biological resources to produce food, energy and industrial goods. Companies involved in this kind of research have the capacity to deliver on the complex science necessary to safeguard humanity for the coming generations. But they often struggle to communicate those scientific advancements in a way that reduces fear and elicits support.

With advancements in gene editing and the growth of genetically modified organisms, it can be hard for consumers and even professionals to know what is good, what to believe in and when to be cautious when it comes to the bioeconomy.

Addressing this challenge head-on could help people understand why biotechnology companies are important and how they help create a more sustainable future for everyone.

Humans are emotional creatures who are hardwired to connect with stories. But communication efforts by biotechnology companies often focus on data, research and white papers. Shifting this approach to go beyond the research can help to shape a stronger, more meaningful narrative. This could mean creating a hero’s journey for your company by explaining why your business exists, who your scientific advancements are helping, how they vanquished a common enemy and how that will result in a better world.

Colossal recently announced advancements in its work to help the northern quoll, a small Australian marsupial. Our research involved making a gene edit to make the quoll resistant to toxins from the invasive and poisonous cane toad. This was impressive on its own, but we wanted to do more than just announce the research. We wanted to tell a story.

So, we told the story of how the villainous cane toad was killing off the northern quoll and how this advancement could give the quoll a chance to fight back. The humble quoll could save itself and improve the biodiversity of the region it calls home – helping local Australians at the same time.

With this framing, we moved from making a straight research announcement to craft a narrative that would stick with our audience.

White papers on the bioeconomy are great for speaking to the industry, but consumers rarely, if ever, read them. To reach everyday people and truly change their perception of biotechnology, you need to go to the channels they already use and create content for that medium that appeals to, excites and interests your audience.

Video content that leads with emotional storytelling can help to reduce complex ideas into simple, understandable soundbites, for example. This typically plays better than diving deep into the research.

There is also a real need for video content that educates people about the broad topics for which the bioeconomy is presenting solutions. It can make more sense to educate people about the de-extinction crisis first and then talk about your company’s commitment to de-extinction technology that will help us rapidly respond to the potential loss of 50% of the world’s species.

This is true, even on a smaller scale – we’ve learned that many Tasmanians, Australians and certainly the rest of the world have limited knowledge about the Tasmanian tiger and the role it plays in Tasmania's ecosystem. So, before sharing the complex and astounding advancements Colossal’s team, along with partners at the University of Melbourne, are making on genomic edits, assisted reproductive technologies, and ancient DNA research in this area, we found a simple way to communicate the story of this thylacine to everyone.

The best way to advocate for change and elicit support is not with doom-and-gloom messaging but rather to lead with hope. The UK's Department for Business, Energy and Industrial Strategy notes that "environmental campaigns have often drawn on negative messaging (based on guilt, eco-anxiety, or admonishment)" but adds: "research shows that positive messaging (e.g. based on pride and future-optimism) increases engagement and adherence to pro-environmental messages".

The same is true in the human rights sector, according to Anat Shenker-Osorio, a political strategist and messaging consultant, who says hope-based messaging "cultivates a sense of belonging to a different, more universal identity: our common humanity". This was also proven by research into health agency communications during the COVID-19 pandemic, which showed hope-based messaging drove increases in vaccination. In short, hope-based messaging works.

Biotechnology companies can invoke hope-based messaging to inspire people to believe in their role in improving and protecting biodiversity. It can also help people understand and feel more comfortable about the role science plays in our world.

This could mean spotlighting the scientists working in your labs to humanize complex scientific concepts, while also highlighting their joy, hope and excitement about the work they are undertaking. This excitement can be contagious, and that science joy creates more joy in the use and advancements of science.

This science holds the potential to radically improve the world around us – not just by halting de-extinction but by creating a more biodiverse planet and improving the resilience of the animals we love.

When the biotechnology community tells stories in unique ways that provide a sense of optimism, we can win people over and encourage the adoption of new innovations with the potential to transform lives and create a more sustainable future. We just need to meet people where they are in ways that are interesting, not just informative, and that encourage them to join in to positively change the world.