ABSTRACT
This chapter provides understanding of the arguments in favour of claiming neutrality through the viewpoints of both scientists and museum leadership. It describes the arguments against claiming neutrality, through articulating the characteristics of sustainability problems, as well as describing the role that museums perform in society. The chapter explores a framework through which museums can reconceptualize their role in sustainability science communication. It discusses between an advocacy approach, which relies and debate, and a ‘traditional’ understanding of an activism-driven approach, which leans toward direct action that should be executed. The chapter focuses on specific reasons why science museums may be hesitant to engage with information they view as activist. It explains museums may be concerned with maintaining good standing with sources of income —in service of their bottom line and continued operation. The chapter considers more closely coupled to scientific practices and norms.
