i Will Go Further

Abstract

A quick examination of the Woodrow Wilson Center's Project on Emerging Nanotechnologies Consumer Product Inventory reveals that the majority of nano-enhanced consumer products on the market today-including cosmetics, athletic apparel, and teddy bears impregnated with nanosilver-are targeted at wealthy Western customers. The strategy makes economic sense. Adding nano to an existing product usually increases the costs of production so companies are seeking out customers willing to pay a premium to own the latest and greatest. In some cases, especially cosmetics, corporations, don't label their products as containing nanotechnology because they worry that concerns over health and safety will hurt their sales. But in other areas there is a strong belief that the ``nano{''} label moves product. There are few areas where strategies like this work as well as in the sports equipment industry In many sports the difference between winning and losing can be the slimmest of margins. Many athletes hope that more technologically advanced equipment can provide the edge they need. The Nanospeed i golf club by Yonex is one of many products that uses nanotechnology to convey a sense that the product is made with the most cutting edge technology available. According to the manufacturer the club employs nanotechnology in two ways: it uses carbon nanotubes for a stronger shaft without adding weight, and an elastic nano titanium alloy so that the shaft snaps back quicker for increased clubhead speed. This advertisement is a reminder of who is buying nano-enhanced products today and that the goal of buying such products is often to get a leg up on the competition.-eds.