Because it'd be good to understand what makes people happy, for example. Or what enables relationships to thrive. Or when different forms of government are suitable or unsuitable to solve a set of problems, etc.
Sorry to break it to the hard-sciencers, but the vast majority of opportunities left in the western world to improve people's lives is not particle accelerators, it's answering questions like: "what actually helps people feel satisfied in life, loved in their relationships, and belonging in their community?"
> At least a large part of the problem is cultural
Is it? Why so?
Negative results aren't published in almost any field, and that's actually a good on ramp to the discussion we should be having, which is about the broken incentives of science and scientific publishing specifically. The broken incentive model isn't special to softer sciences and it has far more dire consequences in other domains.
You can't possibly think that soft sciences are the only ones hiring people with a string of positive results... right?