You get what you like. By interacting with online content you are telling companies what you want, and companies will make it. Digital media, especially social media, is based on this principle.
The problem is that there is so much easy-to-like entertainment content online, that other types of content stand little chance. We all need more innovation – better medicine, better transport, healthier lifestyles, solutions to climate crisis, etc. But we are given mostly likable entertainment, and the more we like it the more we get it. This trend has been accelerating for the past decade.
There are many companies that improve our lives but are not able to compete with entertainment, and they do not grow. Investors, customers, talent gravitate towards entertaining and away from innovative not-entertaining companies. Even worse is that managers decide that it is better to invest in entertainment than in innovation.
To solve this companies should invest more in innovation content which is a necessary element of innovation. And we should all interact with it more. On openinnovation.me instead of a like we use the important button. Using it you are telling companies to innovate more.