Why Change the Brand of Science?

Whether we’re talking about nations, corporations, institutions or individuals, we all know that maintaining a competitive edge in science and technology is the key to thriving in today’s economy.

For at least the past 20 years, numerous entities from government agencies to think tanks have issued warnings and recommendations to halt or even try to reverse America’s declining test scores in science and technology, but despite our best efforts, science test scores, the number of students taking high-level science courses, science graduates in STEM (science, technology, engineering and math) disciplines and other indices of success continue to slide.

Why haven’t science enrichment programs
developed more scientists?

If the tens of thousands of well-meaning, well-funded science enrichment programs currently in operation across the nation have not moved the meter, maybe there is a critical factor we’re missing. After all, science is an exciting, rewarding, creative, collaborative enterprise. So why aren’t we reaching more students with that message?

We believe that on an individual level, many Americans see science as too boring, too difficult to master, and too isolating as a career. It’s time to change common perceptions of science with a national marketing campaign. It’s time to Change the Brand of Science.

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