In the midst of the Tory leadership contest, City A.M ran a leader entitled The definition of a think tank is up for debate.

The article cited research from my firm showing that fewer than four per cent of the population could name a think tank.

It also noted studies published by two leading think tanks that day, concluding that our democracy would be in a weaker state without them, even if we have no idea what they are or what they do.

Think tanks do play an important role in our democracy, arming those who make our economic and political decisions with new ideas and the evidence to support their goals.

What the piece missed, however, is how the lack of public understanding of think tanks presents a threat to their very existence. The developments of the last few weeks, with the influx of former Vote Leave representatives and members of sympathetic think tanks into office, makes this ever more important.

Think tanks must take this opportunity to engage the public, lead the conversation, and maintain their licence to operate – or accept a decline into irrelevance.

The fundamental issue is that the public’s lack of familiarity with think tanks breeds distrust. In research we conducted last year, just 17 per cent of the UK public said they trust what think tanks have to say, while this year only 15 per cent said they trust think tanks to come up with ideas to improve the country (in other words, to do what they’re intended to).

Think tanks have a branding problem. While they may excel at getting their ideas into the press, they are far less successful at getting positive coverage of themselves as a sector.

When we read stories about think tanks, they tend to be negative, whether it’s about opaque funding – a challenge on both sides of the pond – or the regulator taking an active interest in think tank behaviour.

Last year, for example, the Charities Commission issued a warning to charitable think tanks that they must behave as charities, working for the public benefit, rather than advancing specific political goals. Those that do not could suffer serious regulatory action. Most think tanks are in the clear, but this was front page news, and public opinion can be fickle and easily influenced by headlines.

This is not an issue that those in the think tank world can afford to ignore any longer. We live in an era when many politicians spend more time nurturing their public image than engaging with serious policy analysis. That means they’re looking to think tanks for ideas that will play well with the public.

Wise think-tankers know that garnering public support for their ideas will lead to political interest. The political game has changed: the insiders are now outsiders, and the outsiders are in.

Without the ear of the public, insiders – like think tanks – will struggle to reach those with policymaking power.

This is a risk, true, but also an exciting opportunity. Think tanks that find their niche in this new, digitally enabled policy dynamic will be the ones that shape our economy, policy, and society in the years to come.

Those that don’t? Well, don’t expect to hear much more from them.

Main image credit: Getty

