- Eight out of 10 people identify misinformation as a significant barrier to the adoption of crucial innovations, according to a survey published by PMI.
- Leaders in technology, healthcare, and energy view misinformation as one of the top risks to progress.
- Here are three strategic actions that businesses, governments, and other stakeholders can take to promote facts.
In the current innovation landscape, developing transformative technologies is just half the battle. It's equally crucial for leaders to openly communicate about tech advancements to the public — and address the rampant misinformation that can hinder their acceptance.
Eight in 10 people believe misinformation significantly obstructs the adoption of critical innovations in fields like technology, healthcare, and energy, according to a new international survey commissioned by Philip Morris International (PMI) and presented in a recently published white paper.1
And the reasons misinformation persists vary. The sheer volume of information makes it hard to determine trustworthy sources, and polarized debates over new innovations make it difficult for leaders to share objective information. The negative effects of these factors are evident when even straightforward advancements like 5G technology face strong public pushback.
"When false narratives spread, they not only confuse the public but can also lead them down dangerous paths, denying all of us the opportunity to truly realize a better future," said Moira Gilchrist, chief communications officer at PMI.
Everyone has a part in combating misinformation — from governments to media to each of us individually. But business leaders have a more active role than ever. Especially in an age marked by the rapid rise of AI, businesses can't just sit back, hoping the truth will surface and prevail. Instead, every organization needs to proactively ensure the right information gets through to the public.
Here are three strategic approaches for business leaders to counter misinformation.
1. Pre-bunk, in addition to de-bunk
Public perception of innovation is largely positive: 76% of survey respondents are excited about the potential benefits of new technologies in the coming years.2 But these new developments often outpace society's understanding, leading to distorted perceptions and barriers to progress.
Take renewable energy, for example. Although 84% of respondents recognize its potential for positive impact,3 only 22% feel familiar with new-wave nuclear reactor technology, one of the major innovations in this sector.4 This gap leaves fertile ground for fear-based misinformation to grow.
To get ahead of this, business leaders should proactively share accurate and transparent information about their company's developments and build strong, trusted ties with the media and other opinion leaders to ensure the right messages get out there — essentially pre-bunking in addition to de-bunking.
When misinformation does show up, Gilchrist suggests tackling it head-on, without being defensive. "This means being open about the company's practices, prioritizing science and research when possible, and addressing concerns directly, with evidence," she said.
There's also something to be said for talking about your company's values and the progress you're trying to achieve for the world. But as always, this should be backed with tangible evidence, actions, and data to show that your efforts are genuine. Research from Brunswick shows that this can really resonate with people — speaking to the heart instead of the head.5
"By demonstrating accountability and a genuine commitment to positive progress, companies can foster a more trusting relationship with all of their stakeholders," Gilchrist said.
2. Leverage all of the experts and communication channels around you
Earlier research commissioned by PMI shows that more people are turning to voices outside traditional media and official sources for their information.6 Rather than seeing this as a threat, leaders can look at it as an opportunity. With so many communication channels available, there's a real chance to engage with the public more openly — a strategy 87% of respondents believe is important for enabling innovation.7
Doing this successfully means empowering subject matter experts outside of your communications team to engage on emerging channels like social media, online communities, and niche forums. This could look like:
Pro tip: Encourage experts to mix in their personal stories when communicating hard facts. It will make all the high-tech talk feel more approachable.
3. Unite with other stakeholders to overcome misinformation
While business leaders play a vital role in addressing misinformation, collaboration is key. This is a battle that can't be won alone. An overwhelming 87% of respondents believe that tackling misinformation is a critical action for governments to take in order to clear the way for innovation.8 That same percentage sees a need for private companies to team up with regulatory bodies to help new technologies take off.9
For CEOs and communications professionals, this means more than just routine engagement. It necessitates actively partnering with governments, regulatory bodies, scientists, NGOs, and the media. Every opportunity to collaborate on public awareness initiatives, share scientific evidence, and participate in policy discussions is a chance to disseminate accurate information and foster trust.
Plus, the more people have a seat at the table, the more likely a constructive debate can happen. This approach aims to address the concerns of the 74% of respondents who feel that polarized debates about new innovations contribute to public confusion.10 And, in turn, we'll see conversations that are more balanced and not driven by special interest.
Gilchrist emphasizes this collective responsibility. "When those in positions of power come together to prioritize truth, transparency, and accountability, we can begin to rebuild trust in the systems that serve us and ensure that facts, not falsehoods, define our collective future."
See the full PMI survey results here.
This post was created by Insider Studios with PMI.
1 Philip Morris International (PMI), "Innovation Under Pressure: Navigating Complexity to Drive Change," p. 35, accessed March 2025.
2 PMI, "Innovation Under Pressure," p. 35
3 PMI, "Innovation Under Pressure," p. 17
4 PMI, "Innovation Under Pressure," p. 21
5 Craig Mullaney and Chad Giron, "Modern Management of Misinformation," Brunswick Review, issue 21 (2021): p. 77, accessed March 2025.
6 Philip Morris International (PMI), "Rethink Disruption: The Rise of the Fifth Estate," 2023, accessed March 2025.
7 PMI, "Innovation Under Pressure," p. 54
8 PMI, "Innovation Under Pressure," p. 53
9 PMI, "Innovation Under Pressure," p. 54
10 PMI, "Innovation Under Pressure," p. 35