Startups Are the New Canary in the Coal Mine for Big Brands and Marketers

Emerging sectors can predict shifting consumer behavior

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

In the late 1800s, John Scott Haldane dedicated himself to improving the safety of coal miners by studying the effect of gases on human physiology. One of his experiments led to the discovery that methane gas was lighter than air and miners could escape dangerous conditions by crawling on the floor. Another experiment allowed miners to use the flames of their safety lamps to determine risks in the mine.

Dave KnoxHeadshot: Alex Fine

Through his studies, Haldane was also the first scientist to realize that the mysterious deaths of miners who emerged with their faces flushed red was the result of carbon monoxide poisoning.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in