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People are concerned about areas where chemistry affects their daily lives, though they do not always recognise it as chemistry. Food - for example how chemicals are responsible for its flavour and smell - is a case in point. Maybe we can turn the 'chemistry is everywhere' to our advantage in informing the public.
We're made of chemicals and interact through chemistry, so human interest is part of the story. When writing Molecules of The Month, I always look for the people part, and I'm sure that Paul May and other writers do the same.