Successfully communicating quantum: from enthusiasm to engagement
The Centre for Quantum and Society (CQS), in collaboration with QDNL and Leiden University, has released a new vision paper titled "From Quantum Enthusiasm to Quantum Engagement." The paper contends that as quantum technologies approach practical use, communication should shift from merely generating awareness to actively building public trust, fostering dialogue, and enabling meaningful engagement.
Led by Dr. ir. Julia Cramer, head of the Quantum and Society group, the jointly authored paper reflects on the importance of interweaving doing science communication with researching it for maximum impact and responsibility.
The publication addresses essential questions: What exactly are we communicating about quantum technologies, and, more importantly, why? Are communications intended to boost hype, or are they fostering public understanding and developing a workforce that can sustain the future quantum ecosystem?
“If we believe quantum technologies have the potential to transform encryption, influence geopolitics and revolutionise medicine, then we also have a responsibility to engage society while the technology is still shapeable,” the authors write.
Diederick Croese, director of the Centre for Quantum and Society, highlighted the strategic contribution of this initiative as it represents a step towards priming societal readiness and giving it the same rigour as technological readiness.
“Communicating the close connection between quantum innovation and its societal impact makes it more accessible to a broad audience. We want people to have the tools to understand both how the technology works and, on a deeper level, why it matters.”
Building towards public engagement
Rather than relying on the traditional “deficit model” of science communication—which assumes that public scepticism stems from a lack of knowledge and can be addressed by providing more information—the paper argues for an evidence-based, participatory approach. Research shows that increasing scientific literacy alone does not necessarily build trust or public support.
Instead, the authors call for communication that enables genuine dialogue. The public does not simply need an explanation of quantum physics. People need opportunities to discuss how quantum technologies affect society and to feel genuinely included in these conversations.
The paper also stresses the value of expertise beyond the natural sciences. Insights from communication science, anthropology, philosophy, social sciences, and the arts can help create approaches that resonate widely and support responsible innovation.
Three pillars for communicating quantum science and technology
The vision paper proposes three core approaches for making communication around QS&T more effective in driving public engagement:
A shared language: developing communication that moves beyond technical jargon towards a model based on trust, agency and shared inquiry, enabling more people to participate in democratic discussions about quantum technologies.
Strategic thinking: designing communication with clearly defined objectives, tailored to different audiences, and evaluating success from the perspective of public engagement rather than expert expectations alone.
Evaluating outcomes: measuring the impact of communication activities not only through knowledge acquisition but also through changes in trust, attitudes, interest and people’s sense of agency.
The authors emphasise that communication activities should be evidence-based, build on previous experience, and be rigorously evaluated to understand what works in practice.
As quantum technologies continue to mature, the authors conclude that communication should be recognised as an essential component of responsible innovation. Building public trust and creating opportunities for meaningful societal dialogue will be as important to the future of quantum as scientific and technological advances themselves.
