How to stop alienating the public when it comes to quantum technologies
The media can get fixated on the technical details when it comes to quantum. Unfortunately, explaining concepts such as ‘qubits’ or the use of scientific language and jargon only alienates wider audiences. The result: quantum is either shrouded in mystery or reduced to science fiction.
This allows many misconceptions about quantum technology to take hold - not just among the general public but among decision-makers, too. For example, while people have heard the term ‘quantum computing’, many are unaware of the broader quantum technology ecosystem encompassing quantum sensing, imaging, measurement, and much more. Similarly, many people mistakenly think that quantum computers will replace classical ones, or that they’re faster at every task than classic computers.
But above all, they don’t understand what these technologies can do for them.
With rapid growth at stake (McKinsey has suggested that the chemicals, life sciences, finance, and mobility sectors could gain up to $2 trillion by 2035) and as the industry looks to inspire future generations, secure more funding, and win customers, finding a way to communicate the benefits quantum can bring - in an easily understandable way - will be critical.
The problem with communicating quantum to date has been that while some actors, such as scientists and researchers, are simply on a mission of discovery, other parties in the quantum ecosystem are looking for technological profitability, scalability and viability. The day-to-day interests of those involved in the conversation can vary significantly, making it difficult for stakeholders to ‘speak the same language’.
To succeed, rather than thinking like communications ‘chameleons’ that shift their messaging based on the audience they want to reach - whether that’s the best minds in quantum physics or quantum mechanics, investors, journalists, or the general public - quantum companies need to take a broader approach that focuses on the big-picture vision. Communicators in quantum need to demonstrate, to everyone, the power of the technologies to transform societies.
This is critical to the advancement of the industry. Quantum technology companies must convey a unified, clear, and compelling narrative that focuses on the macro goal of making quantum-powered systems and applications readily available. Without this, those involved in the production and implementation of quantum technologies will be unable to get the necessary buy-in to help them deliver it at scale.
Communicating quantum can start with the simplest of considerations: ensuring your company’s name is memorable and easy to pronounce, and that the sector/s your technology will revolutionise is made clear from the outset. Most importantly, tell everyone about the impact your technology is going to have - and on who. Your communications should be capable of capturing the attention of all those who read them, whether they have a technical background or otherwise.
During our last online event, “Cutting through the AI Noise”, our panellists discussed the importance of providing proof points and evidence to demonstrate the value of technology products and to validate their claims.
This applies to all emerging technologies, including quantum technologies, however, there is a balance to be struck between communications that highlight the potential impact and actual use cases. While companies should avoid overpromising, they also need to bring their technology to life to inspire the next generation workforce.
In our upcoming virtual, ‘fireside chat’, TFD CEO Stephanie Forrest will pick the brains of The Economist’s Science and Tech Editor, Alok Jha, and Syndicut Founder, Nick Bromage. They will discuss how quantum companies can achieve ‘catch-all’ communications that avoid alienating wider audiences, including using creative visuals and other supporting assets in effective strategic communications programmes.