Researchers need to stop acting like they’re above everyone else and start connecting with people in a genuine way. Yes, you’re busy, but that’s no excuse. The problem today is that pseudoscientists are gaining influence because they’re making the effort on social media to reach people, while real scientists are too focused on their own self-importance to engage. People don’t understand the challenges and rigor of real science because we aren’t making the effort to explain it. If we want to reclaim the narrative, we need to get out there and start connecting.