Tell them why they should be interested in it. Show how it relates to them or the potential benefits.
If you're a macrobiologist, explain how macrobiology effects even the minutiae of everyone's life.
Use analogy, metaphor, and story to connect them with human interest. If you think nobody cares about miniature skateboard esports, then explain why it matters to you and why you do it. Give them a character to root for.
Also if it's a complex topic, break it down to its most simple components. Some of the most popular scientists aren't the best scientists, necessarily, but the ones that are the best at taking complex concepts and making them digestible for the every day person.