Public Perception and Market Communication of Nano-Products

Abstract

As nanotechnology becomes increasingly integrated into consumer products—from cosmetics and food packaging to healthcare and electronics—public perception plays a critical role in determining its market success and societal acceptance. Despite the significant scientific and economic potential of nano-enabled products, public awareness remains limited, and concerns about health, environmental risks, and ethical implications persist. Misunderstandings, driven by inconsistent media coverage and a lack of transparent communication, can result in skepticism and resistance. This paper examines the current landscape of public understanding of nanotechnology, highlighting key drivers of perception, including risk-benefit analysis, psychological influences, and prior experiences with controversial technologies. Ethical, legal, and social implications (ELSI) such as transparency, consumer rights, and equitable access are explored to provide a broader context for public engagement. Moreover, the paper evaluates communication strategies used by industry leaders and presents best practices for marketing nano-products responsibly. It underscores the need for science-based, relatable, and culturally sensitive communication that promotes trust and informed decision-making. Case studies across industries reveal how effective engagement, branding, and labeling can influence consumer attitudes. The role of policy, regulation, and international standards in shaping trust is also addressed. Looking ahead, immersive technologies and public co-creation models offer promising avenues for deeper engagement. Ultimately, aligning communication strategies with public values and ethical principles will be key to advancing nanotechnology in a socially responsible and sustainable manner.