How Can “Living Concrete” (And Other Future Tech) Benefit Marketers?

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As marketers, brand managers and SME owners we must always act with our audience in mind. Yes, we have unique customer profiles detailing the specific pain points and motivations of all different types of customers that can come into contact with our brand, but as Gen Z enter the workforce and their buying power increases we need to pay special attention to what they are passionate about as a whole. And one thing is clear – the youth of today are extremely socially conscious, with sustainability and environmentally friendly initiatives at the forefront of their decision making.

So, we can push the envelope in unique and exciting ways by having our fingers on the pulse of groundbreaking future tech, and disrupting that industry and ours by using that tech to connect with our audience.

In the realm of sustainable construction, a remarkable innovation is capturing attention: self-healing “living concrete.” Offering durability, eco-friendliness, and cost-effectiveness it promises to transform the way we build. The science behind it is fascinating.

The substance is a unique blend of traditional concrete and specific types of bacteria that can trigger precipitation of minerals in response to cracks and damage within the concrete. As these minerals accumulate, they seal the cracks, effectively healing the material. The incorporation of self-healing properties into concrete is achieved by embedding the bacteria within tiny capsules that break open when cracks appear, releasing the bacteria into the damaged area.

Recent advancements in the field of self-healing concrete have significantly enhanced its viability for real-world applications. Researchers are exploring bacteria that are more resilient and adaptable to a range of environmental conditions.

Embracing a technology that boasts increased durability, reduced maintenance costs, enhanced sustainability due to longer-lasting structures, and a decrease in carbon emissions associated with repair work will surely make Gen Z and all other eco-conscious audiences stand up and notice your marketing efforts. When we offer our product or service to our audiences we don’t just want them to purchase from us. We want to connect with them, show them how we can add value to their lives and make them believe that we care. That way we build loyalty and trust and they stick with us for the long haul.  Here are some innovative ways to incorporate new technology into our marketing strategies and efforts:

Interactive Demonstrations: Hosting events or online platforms that showcase the self-healing process in “living concrete” can spark audience fascination and understanding. Demonstrating how the material heals itself can be a captivating and educational experience.

Sustainable Building Showcases: Collaborating with architects, engineers, and construction firms to showcase projects built with “living concrete” highlights its real-world applications. This can be done through virtual tours, case studies, or physical exhibitions.

Educational Content: Developing informative content, such as articles, infographics, or videos, that explains the science behind self-healing concrete can engage audiences seeking in-depth knowledge. Highlighting its environmental benefits and contribution to sustainable construction adds value.

User-Generated Content Campaigns: Encouraging users to share their experiences or creative ideas related to self-healing “living concrete” can foster engagement and a sense of community. This approach taps into user creativity and interest in innovative technologies.

The rise of self-healing “living concrete” is not only reshaping the construction landscape but also offering intriguing opportunities for the marketing industry to captivate audiences through innovation, sustainability, and the marvel of science. Marketing campaigns can emphasise the longevity and eco-friendliness of structures built with “living concrete,” resonating with environmentally conscious audiences. Demonstrating the self-healing process through visually appealing content, such as videos or interactive presentations, can evoke a sense of wonder and curiosity. And this is just one example. These ideas can be adapted to embrace and explore a number of other future technologies that are set to change the way we see the world – and live in it – for centuries to come.

Nucleus Vision Digital and Design Legends
A full-service Marketing and Design Agency