InformAction Newsletter
Actionable insights from Brandology®
Experts in trend tracking, strategic planning, positioning, new products and marketing
Cancer Cure or the Next Asbestos?
       Some experts say nanotechnology will revolutionize everything from cancer treatment to food safety, vastly improving our lives. Others say it could lead to a health or ecological disaster of epic proportions because these manufactured particles are so tiny that they can travel through the body and the environment in alarming ways. (Nanoparticles are 10,000 times narrower than a human hair.)

       However, everyone agrees that nanotechnology is going to be huge. There are currently over 600 products that incorporate these infinitesimal particles, including sunscreen, stain resistant pants, food storage containers, and nutritional supplements. 3 or 4 more are launched every week. Global nanotechnology sales were roughly $150 million last year, and the National Science Foundation projects they will top $1 trillion within six years. Others’ estimates are even higher.

       Because the new technology has emerged so rapidly, policy has not kept pace with progress. The US has no specific nanotechnology regulations or labeling requirements. A fierce debate is raging about what is needed to ensure consumer and environmental safety, without stifling innovation.

       Consumer attitudes may be as conflicted as everything else related to nanotech. Early indications are that consumers know little about the subject, believe that the benefits out weigh the risks for products that are far away from their bodies, but strongly oppose the technology in cosmetics and food.

We should think about...
  • Should we be exploring new products that rely on nanotechnology?
  • How much extra effort should we put into checking the safety of any nanotechnology ingredients we are considering?
  • If we use nanotechnology, should we inform consumers?
Sources: Business Week 2008; Daily Green 2009; Financial Post 2009; Food Navigator 2009; Friends of the Earth 2009; Nanotech-now.com 2008; Nanotechproject.org 2009
Click here to learn more about Brandology