Mission Statement

Reconnecting with the Honesty of Nature

In this time of such environmental and cultural crisis, personal empowerment is becoming increasingly important.
It has long been recognised that understanding inspires positive movement, however as society is becoming more open to change, people are looking for guidance.

Science is celebrated for its objectivity almost as much as the media are criticised for their bias.
These two concepts merge within popular science and what they form can be detrimental to our society’s understanding; a biased interpretation that is viewed as objective fact.


Sway’s purpose is to address these biases in an attempt to demonstrate the importance of critical thinking in a scientific context.

The goal is to give you a deeper insight into the concerns facing both our planet and our society as a result of the underlying prejudices that sway our perceptions.

My hope is that you view what you read here with the same critical analysis that should be applied to all forms of information, but if Sway has been successful you will come away with more knowledge of how to navigate our modern world.