In a world dominated by headlines and hashtags, the critical issues that often shape society’s long-term trajectory are rarely the ones that grab public attention. These “non-sexy” issues—ranging from climate resilience to institutional reforms—seldom trend on social media or make front-page news. Yet, they are deeply impactful and merit our sustained focus. At their core, they require not just better solutions, but better public discourse.
This is where our work begins: seeding public debate on often critical, under-discussed topics, framing them in fresh, unique ways, and raising the level of discourse by disentangling opinion from evidence. It’s not enough to just publish a report or hold a seminar. We aim to expose methodologies, engage the public in the process, and influence both broadly and deeply. At the 2025 On Think Tanks (OTT) Conference in Johannesburg this June, the conversations centred on unpacking the complexity and building a cohesive narrative around evidence–informed policymaking.
A pyramid of influence
Effective public influence isn’t about shouting the loudest—it’s about building a pyramid of influence that starts with thought leaders and trickles down to the broader citizenry. At the base are everyday people whose lives are affected by policy. In the middle lie journalists, educators, and activists. At the top are policymakers, bureaucrats, and influencers with the power to effect structural change.
Each layer requires its own strategy. To reach them, we must not only show what we think, but also how we think. Transparency in our processes and openness in our evidence base are essential for building trust and inviting engagement. Many of the problems we tackle—climate change, urban inequality, digital harm—transcend borders. The real challenge is not proving they exist, but getting inside people’s heads and influencing how they understand and prioritise these issues.
Lessons from marketing
Marketers have long mastered the art of influence. They understand their audiences deeply—what drives them, what they fear, and what they aspire to. Policy think tanks must do the same. This means selecting the right channels of influence—whether it’s op-eds, podcasts, visual storytelling, or community-based workshops—and understanding the optimal timing for engagement. Critical policy windows are rare and fleeting. Being prepared with quality, timely products—evidence-based, well-designed, and accessible—can make the difference between being ignored and being implemented.
Institutions matter too. The quality of outputs is often constrained not by the absence of ideas but by institutional limitations, such as a lack of expertise, inertia, or misaligned incentives. This is especially true in bureaucracies, where civil servants, despite their pivotal role, are often overwhelmed by immediate demands. Yet, they are the architects of long-term policy continuity. Investing in understanding their motivations, incentives, and professional pressures is crucial.
The value of committed discovery
There is no shortcut to influence. It is a process of learning by doing, adapting in real time, and remaining committed to discovery. Knowing where to focus one’s effort is a combination of intuition, evidence, and experience. This is why we advocate for embedded engagement in the policy process—co-creating knowledge with civil servants, testing ideas in real-world settings, and staying flexible enough to pivot when needed.
Talent, values, and aspirations
Our work is also driven by people—people who combine technical rigour with a strong value base and aspirations for a more just and sustainable world. Campaigns like ILRI’s #Alive4Climate during COP27, which elevated youth voices on climate action, are examples of how values-aligned storytelling can reach across borders and ideologies.
Looking internationally, China’s example offers a provocative contrast. In a context where civil society has limited voice, universities and state-sanctioned think tanks fill the vacuum of policy engagement. The Chinese Think Tank Index (CTTI) prioritises policy needs over institutional agendas, offering lessons in aligning influence with the national interest. While India’s democratic ecosystem allows greater pluralism, there’s still a need to think strategically about how civil society institutions—especially independent think tanks—can sharpen their impact.
One promising avenue is to democratize authorship. Collaborative policy briefs developed through inclusive workshops can distribute ownership and amplify reach. Such formats don’t just inform policy—they build communities of practice around ideas. They also enhance credibility and ensure that diverse stakeholders see themselves reflected in the solutions proposed.
The global edge: Diaspora and digital networks
Asia’s or Africa’s global diaspora is another untapped resource. Their financial capital is well recognised, but their intellectual and policy capital is equally potent. Leveraging this diaspora through networks, partnerships, and joint projects can enhance funding, visibility, and global influence. Diaspora experts can play a crucial role in connecting policy innovations with global audiences and funding mechanisms.
Digital tools offer another opportunity. From open-access publishing platforms to interactive data visualisations, technology enables us to multiply our reach without diluting rigour. When used effectively, these tools can break down silos between experts and citizens, leading to new forms of participatory policy engagement.
Conclusion: Purpose with precision
Ultimately, the driving force behind our work is simple: to shape how societies think, decide, and act on complex problems. But achieving that impact requires precision, patience, and deep strategic thinking. It’s not just about what we say—it’s about who hears it, when they hear it, and what they are moved to do next.
By focusing on the hard questions, investing in quality and transparency, and staying rooted in values, global think tanks aim to shape not just policy but the very ways in which public choices are imagined and made. By bringing together such global think tanks to exchange ideas and notes, OTT has created a community of influence that can significantly contribute to achieving the critical development goals.
by Sharon Buteau and Preethi Rao, LEAD at Krea University