Evidence shows that shoving data in peoples’ faces doesn’t work to change minds. //

But in all my years of working with the public, I’ve found a potential strategy. And that strategy doesn’t involve confronting pseudoscience head-on but rather empathizing with why people have pseudoscientific beliefs and finding ways to get them to understand and appreciate the scientific method. //

The word pseudoscience means “false science,” and that’s where my definition starts. Pseudoscience is a practice, a mode of investigation, that looks like science but misses the point. Or, as I like to phrase it, pseudoscience has the skin of science but misses its soul. //

The skin of science is visible to non-scientists; it’s what science looks like from the outside. That skin usually involves some combination of advanced jargon that’s generally indecipherable, the wielding of sophisticated mathematical tools for describing nature, and, of course, the fancy technical gear for making measurements and observations.

But these are just the tools of science; they aren’t what makes science so uniquely powerful. That's the scientific method. We’ve all learned the basics of the scientific method (make a hypothesis, test it, repeat), but it’s only in scientific training that you can acquire the skills necessary to put that method into practice. This—the scientific method and the skills to put it to use—is the real soul of science.

It involves skills like rigor, where we take our own statements seriously and follow them to their full logical conclusions. Or humility, where we learn to accept that any statement can be proven wrong at any time. There’s also fundamental skepticism, in that we allow the evidence to dictate our beliefs. Science is characterized by a spirit of openness, by requiring that methods and techniques be shared and publicized so that others can critique and extend them, and connectedness, which is a sense that statements we make must connect with the broader collection of scientific knowledge. Lastly, science persists in a constant state of evolution, where we always refine our beliefs and statements given new evidence or insights.

These qualities together make the scientific method work on a day-to-day basis. And while any individual scientist will fall short at one or more of these qualities for at least some—or, sadly, the entirety—of their careers, the practice of science is to always strive for these noble goals. //

The world is harsh, confusing, and unfair. Pseudoscience gives comfort, explanation, and predictability. //

So, the first step when confronting a pseudoscientific belief is to not bother arguing it. I have a personal rule: Unless someone asks me directly for my opinion, I don’t offer it. I’ll admit that sometimes I just can’t hold my tongue, but in the vast majority of situations, I’d rather preserve a relationship than drive a wedge into it just because someone isn’t adhering to strict scientific thinking. People believe all sorts of weird things, and the likelihood of me changing their minds—on UFOs, homeopathy, or whatever—is so small that it’s simply not worth the effort.

Instead, I try to practice what’s known as radical empathy. This is empathy given to another person without any expectation of receiving it back in return. I try to see the world through someone else’s eyes and use that to find common ground. Why do they believe in UFOs? Is it because they want mystery and wonder to be alive in this world? Hey, me too! Why do they buy homeopathic medicine? Is it because they desperately wish they could do something about their medical condition? Yeah, I hear that. Why do they get a palm reading? Is it because they could use some guidance through their complicated lives? Couldn't we all.

We need to find common ground and leverage that to share the joy, power, and beauty of science. //

Instead, if we’re going to win hearts and minds, we need to find common ground and leverage that to share the joy, power, and beauty of science. The worldview offered by science is breathtaking in its scope. One of the reasons I love the scientific worldview is its ability to see the inner workings of nature and understand the deeper levels that bring about our daily experiences. Science opens up the world and makes it knowable. Yes, there is always uncertainty; our beliefs are always provisional. That is a small price to pay for freedom, for the ability to change your mind when the evidence demands it and see the world with new eyes.

The scientific worldview is a gift. I’ve learned to not bother trying to convince someone to turn against their pseudoscientific beliefs. It rarely works, and it just makes science look bad. Instead, by finding common ground, admitting the limitations of science, and showcasing how science is a powerful force in the world, I hope to generate a positive image of science and its role in society.

Instead of getting into an argument, I would rather find a way to get someone to see the world the same way that I do: as a Universe filled with mystery and wonder, revealed by a powerful toolset for investigating those mysteries. I would rather people see behind the skin of science and understand, appreciate, and celebrate its soul. I believe that’s the only way to build trust—and hopefully help people listen to scientists when it really matters.