Debates around innovation can make or break progress. Here’s how leaders can shape them.

Innovative technologies hold tremendous potential to address the world’s most pressing challenges — as long as public perception doesn’t stop them in their tracks.

While a majority are optimistic about innovation’s capacity to create positive change in crucial areas like healthcare, energy, and transportation,1 public discourse doesn’t always reflect this excitement. Instead, debates over transformative technologies like AI, genetic engineering, and renewable energy limit their ability to make a positive impact.

This scenario reveals a time-tested paradox of change: The greater the need for change, the more pushback it encounters. The rapid occurrence of technological progress can overwhelm people’s ability to adapt,2 leading to increased fear and skepticism about the repercussions of major innovations.

There are steps leaders can take to help shape a more balanced public debate. Insights from a recent survey commissioned by Philip Morris International (PMI) and presented in a white paper offer guidance on how businesses and policymakers can navigate these challenges and align public sentiment with the momentum needed for innovation to thrive.

1. Offer nuance in communication instead of overhyping innovations

Businesses and tech advocates often make the mistake of focusing solely on the benefits of new technology. While it’s understandable to highlight the upsides, this one-sided approach can backfire, leading to confusion and mistrust.

For instance, genetically modified crops were introduced with significant promises to address food scarcity, boost crop yields, and develop plants resistant to pests, diseases, and environmental stresses. However, public attention quickly shifted to concerns about environmental safety, health risks, and more.3 Despite having the potential to solve major global problems, GMOs are now banned in dozens of countries and only 30% of surveyed individuals hold a positive view of their societal impact.4

To improve public trust, businesses must adopt a more nuanced communication strategy. Instead of presenting overly simplistic narratives, leaders should openly discuss both the benefits and the challenges associated with new technologies. This may feel counterintuitive, but the public prefers a more balanced approach: 91% of survey respondents indicated that it’s important for private companies to maintain transparency to support the adoption of innovations.

This means being upfront about any ethical dilemmas that arise with new innovations and how these issues are being addressed during development. It involves communicating potential risks and the work being done to mitigate them. Transparency also extends to disclosing what your company stands to gain from the widespread adoption of new technology — and how it ensures the greater good remains a priority.

When companies demonstrate responsibility and address concerns openly, the public is more likely to embrace innovation. On the flip side, if leaders fail to establish balanced messaging, the public will step in, increasing the likelihood that misinformation and narratives from special interest groups will dominate the dialogue.

“Ensuring ethical decision-making around new innovations and effectively communicating these values to consumers are crucial for building and maintaining this trust,” said Christos Harpantidis, SVP of external affairs at PMI.

“Transparency about business practices, decision-making processes, and the impact of innovations is key to fostering honesty in this relationship.”

2. Create opportunities for balanced public discussion about new tech

In addition to wanting more transparency in company messaging, 74% of survey respondents agree that public debate on new innovations and technologies is often polarized, which causes confusion among consumers.5

Leaders across business and government have the opportunity to address this by encouraging spaces for more balanced, informed discourse. This might include:

Supporting open dialogue among experts. Creating public forums for questions and comments. Partnering with public advocacy groups to address societal concerns. Engaging with thought leaders across sectors. Encouraging nuanced conversation rather than black-or-white debates. Harpantidis shared an example of how effective public engagement can open doors for innovation.

“Denmark has become a global leader in wind energy, thanks in large part to extensive public consultations and community involvement,” he said. “This inclusive approach has built strong public support and trust, paving the way for successful implementation of wind energy projects across the nation.”

3. Push for flexible yet fair regulations to foster innovation

A pragmatic regulatory environment is essential for innovation to thrive — but the current system falls short. As technology rapidly advances, regulations often struggle to keep up, creating uncertainty and stifling progress.

Undoubtedly, proper regulations are vital for the public to trust that they are being protected in the face of new technologies. According to the PMI survey, 90% of respondents agree it’s important for governments to establish clear and fair regulations to allow innovation to move forward.6 But rather than relying on rigid rules that may become outdated, these regulations should establish principle-based, adaptable frameworks that can evolve as technologies do.

Business leaders have a role in shaping such regulatory environments. “Their unique position allows them to bridge the gap between innovation and regulation by collaborating with policymakers and sharing industry insights,” Harpantidis said.

“This collaboration informs practical and forward-thinking policies, sets ethical standards, and drives transparency and accountability.” Plus, as businesses cultivate transparency in communications, they help the public understand how regulations are formulated and what adjustments are necessary to protect people with impending progress.

Looking ahead, there is a future where innovation has not only solved critical challenges but has also earned the trust and support of the public.

“By gaining a deeper understanding of the factors that influence its adoption and addressing any counterproductive barriers, we can fully harness its potential, ensuring it acts as a powerful driver for positive change,” he concluded.