Relative truth. Marketing applications

What happens when we doubt the scientist?

A while ago, I dedicated a post to truth. I argued that science was the most reliable approach to truth. By truth, I mean the arguments widely accepted to explain behavior and phenomena.

Throughout History, religion and science have tried to explain our origins, behavior, and Nature. The dogmatic aspect of “religion” demands belief. Dogmas are accepted or not. Science, on the other hand, provides proof and has gained universal acceptance. Even religious people still follow the doctor’s advice and rely on labs and medicines.

No doubt that serious science and technology seem closer to representing true Nature. But the solemn respect towards university professors is history. The 64 recorded lessons from Nobel laureate Richard Feynman’s lectures indicate profound respect and admiration from undergraduate students who listened in total silence. It was all in the early 60’s, way before the Hippie revolution. Today, even high school teachers struggle to pass science-based content to skeptical adolescents.

Today’s threat to scientific authority is of a different order. Over the last 30 years, neoliberalism has favored free markets, deregulation, and enterprise. Under “let the market rule,” everything became commercial. Couple that to social polarization and misinformation, and the side effects are noticeable: scientists’ motivations are increasingly under scrutiny. It’s not their science, but the way they use it is leading to a biased perception of true and false.

This skepticism is highest in social media advertising but extends to anyone who works in marketing communication and sales. Those in commercial communication are adopting techniques from influencers or political marketeers to plan their ads. For a science-based business, this may not be a smart choice.

Copywriting in my industry has been highly technical for many decades. The authority of university professors and science experts no longer suffices to convince. The elements to build “commercial truth” need evidence. Brand experience, customer journeys, and service marketing to construct acceptance. Empathic commercial interactions in pre-sales, delivery, troubleshooting, and post-sales are the elements of experiential truth that differentiate a science-based business.