Essential Chemistry
When I was a child, science was synonymous with chemistry. Scientists in movies were always peering into test tubes, and they were surrounded by bubbling solutions. I had several chemistry sets as a child, but later in life I discovered I was more interested in electronics and physics. Chemistry is still a large part of what Honeywell does, and Honeywell is a member of the American Chemistry Council, the trade association representing US chemical companies. There are 125 member companies in the American Chemistry Council.
The American Chemistry Council is attempting to put a more positive spin on chemistry through a "rebranding" campaign called "essential2", variously reported as costing $20 - $35 million. I'm reminded of the Dupont slogan, "Better Living... Through Chemistry". Part of the essential2 campaign is a web site that lists quite a few examples of Chemistry's impact on life and industry.
• Safety
..... Child Safety
..... Food Safety
..... Security
..... Automotive Safety
..... Workplace Safety
• Health
..... Children's Health
..... Disease Prevention
..... Medical Equipment
..... Pharmaceuticals
• Environment
..... Air
..... Water
..... Agriculture
..... Renewable Resources
• Innovation
..... Knowledge
..... Discovery
..... Materials
• Economy
..... Jobs
..... Business
..... Trade
..... Energy
• Everyday
..... Families
..... Fun
..... Celebrations
An interview of some chemical company executives revealed that the purpose of the campaign is two-fold; namely, to increase investor confidence through a better industry image, and to ameliorate an increasingly hostile regulatory environment.
On the topic of rebranding, have you ever eaten a Chinese gooseberry? You may have eaten a few with the newer name, kiwifruit. Kiwifruit (Actinidia deliciosa), native to China and originally called the Chinese gooseberry, was introduced into New Zealand in 1906. The fruit was rebranded kiwifruit in 1974 to dissociate it from China during the Cold War.
References:
1. Joyce
Gannon, "A Roundtable Discussion: 'Quiet' chemical giants move to raise
profile -- and image" (Pittsburgh Post-Gazette, October 29, 2006).
2. "US trade group rebrands chemistry," Nature, vol. 443 (21 Sept. 2006), p. 257.