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It would seem that the present dry economic times impose a very precise focusfor science in general and physics in particular: research, possibly of appliedtype. However in doing so two basic pillars of a healthy future for science arebeing undermined: fundamental research and public engagement. The first is whatmakes applications possible in the first place, many times with a path frominception to implementation that is as long and indirect as poorly advertised.The second pillar, public engagement, is mostly regarded as a commodity: ifthere is good level of funding scientists can consider spending money forpublic relations otherwise this is the first thing scientists cut because it isthe least necessary. On the contrary, public engagement in science is very muchneeded, at the very least because the public is either an enemy or an ally, astestified respectively by the climate change denial and the 2009 Shuttlemission that people wanted in order to service the Hubble Space Telescope forthe last time. In this article I will make the case for why popularizingscience should be a funding priority, instead of a commodity, for bothnation-wide organizations and local research institutions. I will take examplesfrom my personal background with the hope that they will serve to enlighten amore general picture and to frame the discussion around concrete issues andpractical avenues to be pursued immediately.

Who cares about physics today? A marketing strategy for the survival of fundamental science and the benefit of society