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Why Is Material Innovation Only Talking to Itself
- How can material innovators move beyond industry echo chambers and engage consumers in ways that are clear, credible, and actionable?
- What role should brands play in translating scientific breakthroughs into consumer understanding and desire - and how can they avoid greenwashing while still inspiring behaviours change?
- Can social influencers, educators, and cultural voices help make materials innovation aspirational as well as responsible, and what safeguards are needed to maintain credibility?
- How can lessons from tech and climate communication help the materials sector simplify complex narratives and make adoption of sustainable materials understandable and compelling to the public?
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