The organizations best equipped to counter misinformation often have the smallest presence where the conversation is happening. Here's why that gap exists, and how podcasting closes it for science-based, medical, policy, and clean tech organizations.

A growing share of podcast listeners never open a podcast app at all. They watch a handful of clips on TikTok, Reels, or YouTube Shorts and consider that listening to the show. Treating those clips as promotional leftovers means missing an entire audience. One that, for high-trust and science-first organizations, is worth showing up for on purpose.