When to Use Science and When to Use Story

When to Use Science and When to Use Story

In the wellness world, facts and feelings are both powerful—but they serve different purposes. And in 2025, the brands that thrive are the ones that know when to lean into data, and when to lead with narrative.

Too much science? You lose warmth and accessibility. Too much story? You risk being seen as fluffy or unfounded. The real power lies in knowing your moment—and calibrating accordingly.

When to Use Science

• Product formulation and efficacy: Customers want to know that what they’re ingesting, applying, or using has real impact.
• High-investment categories: The more expensive or life-affecting the product (supplements, diagnostics, longevity tech), the more people want proof.
• Media or investor pitches: The business world loves numbers. Clinical trials, lab certifications, user retention data—all matter.
• Technical audiences: If you’re speaking to biohackers, nutritionists, or health professionals, show your receipts.

Science Formats That Work:

• Visuals: ingredient breakdowns, infographics, charts
• Expert quotes: from MDs, PhDs, and functional medicine leaders
• Case studies: side-by-side comparisons or pre/post data

When to Use Story

• Brand introduction: Emotional connection is the fastest path to trust.
• Founder origin: Why this brand exists matters more than how the product was made—at least at first.
• Social content: Short-form video thrives on transformation, testimonials, and relatability.
• Press outreach: Editors love human interest, not just clinical claims.

Story Formats That Work:

• Customer testimonials (especially UGC-style video)
• Before/after narratives tied to real life
• Founder voiceovers layered over process footage

How the Best Brands Balance Both

It’s not either/or—it’s sequence and context.

• Lead with story, follow with science: Pull them in with a compelling “why,” then keep them with a confident “how.”
• Segment your content: Science-heavy for landing pages and pitch decks; story-led for social and brand film.
• Build hybrid formats: For example, a founder sharing their wellness journey while referencing ingredients with proven results.

Examples in Action

• AG1 by Athletic Greens: Uses performance athletes and simple storytelling in ads—but has a deep science section on-site for skeptics
• Oura Ring: Emotional brand film about sleep and stress, paired with biometric data for credibility
• Ritual: Clean, modern packaging and founder content—plus traceable sourcing and clinical backing online

Final Thought

Science informs. Story persuades. You need both—but not always at the same time.

The smartest wellness brands know how to educate without overwhelming. Inspire without misleading. And above all, meet the customer where they are—with the right mix of brain and heart.