The argument is put forward that the congruence of scientific standards and social relevance should be positively sought. Such an endeavour will lead to a practical psychology of work in tune with rapid and possibly discontinuous changes in our society. Four major hindrances to such objectives are identified and discussed.There is some evidence that a growing number of psychologists are prepared to advocate a change in philosophy, a wider experimentation with different methods, and a redefinition of our legitimate scientific‐professional concer