Do you know what a 3D printing is? Frankly, I didn’t until I read an article about how biomedical researchers managed to create a mini liver that lasted up to 40 days. I think that’s pretty spectacular! Imagine how many lives a 3D printer could save.

But first, let’s take a step back and understand what and how 3D printing works. First off, 3D printing is a type of technology that allows you to create an object.

Watch here to see how 3D printing works.

Innovation Theory Model

It’s pretty cool, however, I don’t think that consumers are ready for 3D printing. 3D printing has been around for decades, but it is still in the early adopters stage. It has made its mark at the industrial, large corporation, and business levels by providing services to consumers. For example, UPS is testing their service of offering 3D printing at stores while Shapeways  has created a business of 3D printing. However, the technology is still to new as consumer curiosity is just starting.

Due to   this growth of curiosity, 3D printing sees an opportunity to enlarge its market size by attracting average consumers. Though the obstacle that they will have to overcome is how it will directly integrate into a consumer’s life. Currently, companies like MakerBot, sell affordable household printers for consumers at around $1000.

MakerBot Replicator 2

However, the catch is that the average consumer printers can only manufacture objects made out of plastic. They cannot create objects that are made up of multiple types of material, which are the majority of consumer products. Therefore, I think that 3D printing is not ready for average consumers as it does not offer:

• Relative advantage
• Simplicity
• Compatibility

Click here for the documentary

It’s Sunday morning, and I’m watching TV with my dad. We flip through the channels and stumble upon a Bloomberg documentary called “The Naked Brand: The Future of Marketing”. This 40-minute insightful film discusses how corporations can help save the planet one step at a time by running a transparent and sustainable business.

Fifty years ago, companies could just tell everyone how great a product was and consumers would believe them. However, today with our technological advances consumers are only a click or tap away from having access to product reviews. Corporate advertising is no longer a reliable source and we can no longer be fooled anymore. Social platforms have helped make companies transparent to us, the consumers, even if they do not want to be.

In an interview between “Socialnerdia” and Jeff Rosenblum, the creator of “The Naked Brand”, he discusses how corporations need to start focusing on creating great products, providing excellent services, and become environmentally sustainable, as that is what the consumer culture is evolving to. Consumers will respect these corporate values, and in turn, their behaviour will help build a strong brand image for the company.

“Advertising has always played an essential role in how we function as an economy and as a society; it is the connection point between consumers and corporations”   

– Carter Brokaw, Chief Revenue Officer, Slacker Radio

I found this documentary to be interesting and clearly illustrates what advertising will become in the very near future. I believe that corporations are heading in the positive direction as they realize that being transparent is ethical and produces customer loyalty. This also transfers over to the profitability of the business.