Digitalisation and the rise of social media, fragmentation and commercialisation of science communication interfaces, the increasing sensational value of scientific information, politicisation of science in public debates and science scepticism have fundamentally changed the way in which practitioners experience and engage with their work. How can – and should – science communication practitioners respond to these challenges? We have seen in our research that practitioners’ worldview, values, perspective on science and assumptions on audience influence the way in which practitioners undertake science communication activities. This means that it is important for practitioners to rethink and reflect on the perspectives they take on science, their audience, and consequently the activities they undertake to bridge the gap between science and society. These insights have motivated the RETHINK project to facilitate a reflective practice for science communicators.