Communication and marketing is the missing link for advanced technologies
The UK is home to world-leading innovation in advanced technologies. From powering 5G networks to enabling net zero technologies and electric vehicles, our engineers and researchers are pushing the boundaries of what’s possible.
And yet, beyond specialist circles, how many people really know this?
Too often, the sector’s biggest achievements are hidden behind technical jargon or fragmented stories. Investors, policymakers, and even potential collaborators can struggle to understand why these breakthroughs matter. The risk isn’t a lack of innovation—it’s a lack of translation.
Why this matters now
Global competition in advanced tech, including semiconductors is intensifying.
The UK government has responded with its own National Semiconductor Strategy, backed by new funding, but success won’t be measured by R&D alone.
What will make the difference is how clearly we can communicate our strengths.
When a company like Vishay commits £50m to expand in South Wales, it’s not just because of the technology, it’s because the story of a thriving compound semiconductor ecosystem was told clearly enough to inspire confidence. Likewise, when new research centres and catapults attract government support, it’s because they framed their impact in terms of jobs, growth and resilience, not just science.
The communication gap
The compound semiconductor sector is brilliant at innovation but less confident at self-promotion. The language used in labs and technical papers doesn’t always resonate with investors, government departments, or the wider public.
That’s where communication becomes a strategic enabler. By turning complex science into clear, compelling narratives, the sector can:
Attract more investment by showing commercial applications and global potential.
Strengthen policy support by aligning with national priorities like net zero, defence, and digital transformation.
Win top talent by telling a story that excites the next generation of engineers.
Resource:
A simple framework for telling the story
Start with the ‘why’:
Lead with the real-world challenge your technology addresses, whether it’s decarbonising transport or enabling faster, more secure communications.
2. Translate the ‘how’:
Use analogies, metaphors and plain English to explain how the innovation works without drowning people in acronyms.
3. Show the impact:
Demonstrate tangible outcomes: jobs created, investment won, or the role your technology plays in achieving national net zero and digital goals.
4. Unlocking the UK’s potential
The UK already punches above its weight in compound semiconductors. But unless we tell that story with clarity and confidence, we risk being overlooked in a global race. Communication isn’t an add-on—it’s the missing link that will help the sector convert technical excellence into investment, influence, and long-term growth.
