The media are full of coverage about research which can't be replicated and scientists who had to retract their papers from journals. One decade antidepressants are hailed as miracles. Then they're shown not to be effective over the long term. That expert and this one have been tracked to be affliated with the commercial ventures they praise at conferences.
Listen to conversations on elevators. In those people share their experience - or their neighbors' - with others. They don't cite studies. They don't care about that.
My syndicated blog Over-50, focused on how to keep working, took off when I veered away from research. Instead I spoke from the heart about my own experience with both age bias in the work world and successful strategies. Over this weekend, the post on not settling in went viral. In it I talk about returning to my counterculture roots and being mobile again. The objective is to open up more professional opportunities and migrate to where kindred spirits are. Here is that post.
Of course, this has big-time implications for public speakers and those who influence through publishing opinion-editorials. Limit the citation of research, focus on experience, both communal and one's own. Invite the audience to share.