Is it too much to say that some things really deserve our attention more than others? Climate change, an unavoidable concern, may be an anxiety inducing subject. But there may be a way you can prevent the worst effects of climate change just with your attention.

Take, for example, a pressing threat of climate change–water access. As climate change increases global temperatures and impacts weather patterns, the 0.5% of water on Earth that is drinkable is already dropping. Meanwhile, as temperatures rise, droughts and heat waves are projected to increase, all while sea-level rise is expected to push salt into freshwater sources. It is already predicted that the demand for water will be greater than the supply available by 40% in the next 7 years. 

Yet, there have been promising developments in water purification. MIT recently improved upon previous desalination technologies to make a device that promises water less expensive than current U.S. tap water. The best part is that it is based on the simple process of evaporation from sunlight, and recaptures the salt-free water. Meanwhile, advances in nanotechnology promise a future where clean water may not be based on chemical additives, and instead, nanofilters can remove harmful contaminants with impressive efficiency. Bacteria might play a role in future water access, as researchers at Robert Gordon’s University have identified toxin-removing cyanobacteria. These technologies should provide a sign of relief to billions across the globe in the coming years.

Despite the promise of these technologies, news coverage remains negligible. But such technology offers protection from the worst of climate change. So why the silence?

Often only a few technologies come to mind when people think of environmental engineering–green cars, better solar panels, and new wind farms–not quite things like desalination devices.

Not only does the potential of environmental innovation seem to be under-appreciated, it also draws little media coverage. News cycles are more inclined to cover the storms, studies, and fires that emphasize future doom and gloom. Those topics don’t often inspire hope. 

That shouldn’t be the case. 

Drawing media coverage to any technology can help the individual success of that progress. When researchers receive attention for their work, it encourages further innovation, supports the individuals working on relevant issues, and promotes further competition and progress in the field. It may even have economy-wide benefits, considering that the design, investment, and production associated with green innovations has demonstrated the ability to boost a country’s GDP anywhere from 1.7% over 5 years to upwards of 6%.

So the question remains: how to draw more attention to innovations in areas that do not always see the limelight–such as water purification technologies–that may just deserve a bit more screen time?

It may just start at your kitchen table this holiday season. Bypass awkward conversations about politics with a note about how impressive it is that MIT’s desalination device may just make water cheaper. Avoid arguments about finances with a compelling fact about how bacteria, often associated with dangerous water conditions, may just be the solution to future clean water. Overall? Celebrate the progress of humanity as you enjoy time with family. It may just save the planet.