“Why don’t they get it?” is a question we often hear among the scientific community when speculating about consumers’ hesitancy to accept new scientific developments. However, the manner in which the general public interacts with evidence is not necessarily the way scientists think they do – which complicates matters. In this episode we sit down with Maya Goldenberg, associate professor at the University of Guelph, to discuss how we come to accept knowledge in our lives and justify our beliefs. We discuss the parallels between vaccine hesitancy and the food industry and why certain communication campaigns about these matters have failed in the past. Transcript available here: https://www.rev.com/transcript-editor/shared/_5_Gqr3vtfCizvlTYw7-SZjvAiGi16_cvasXAC_ZmZF7tqvb1HFuPt3-8XUym5YTrHlU5o1lZr-7LOnnhu6P1E4xUQ4?loadFrom=SharedLink