How Deep Tech Can Help Brands Save The World

Partnerships in this space can change behaviors and prevent waste

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We may come to understand our exit from the pandemic—our ‘Pandexit’ if you will—as the moment global society decided to start taking its existentialist responsibilities seriously.

That might be the perfect moment, then, not only for brands and businesses to refine or even redefine their sense of purpose, but to form deep interlocking partnerships with start-ups working at the cutting edge of existential planetary solutions, also known as “Deep Tech.”

Deep Tech is a vital component of our future precisely because it bullseyes big world-scale issues: global climate change, disease, demographic shifts, resource scarcity. Think biotech, green tech, AI, material science, smart energy solutions, lab-grown meat. With 47% of Deep Tech start-ups directly addressing climate change and sustainability, there are era-defining commercial applications for the successful partner and a chance to claim the kudos of saving mankind.

Deep tech partnerships are… an opportunity to secure a place in history as a pioneer.

Phil Rowley, Omnicom Media Group U.K.

But here’s the crucial point. Though many Deep Tech projects are funded by universities, business angels and VCs, pre-pandemic research has highlighted that 97% of Deep Tech start-ups are also interested in collaborating with blue-chip brands. Whether that be CPGs and FMCGs, or auto, travel and entertainment, there are huge advantages to Deep Tech companies getting in bed with more traditional, non-Silicon Valley partners. Aside from a larger injection of cash, start-up founders can get access to expertise in packaging up and commercializing product offerings to maximize their marketability and scalability. California does not have a monopoly on these skills. 

At the same time, and from the other end of the telescope, recent McKinsey research demonstrated many blue-chip companies were thinking along the same lines about innovation: asking themselves big questions about their post-pandemic purpose or looking to redefine their offering in line with new sustainable and globally aware values. In short, if this were Tinder for innovative planetary solutions, Deep Tech and big business would be a firm match.

What could a Deep Tech parnership look like?

Deep Tech firm Lilium is an on-demand all-electric air-taxi service that recently closed a funding round of $256 million (224 million Euros), aiming to be operational by 2025. Lilium would be an apt partner for a major auto manufacturer looking to reframe its brand as a green urban mobility company, incorporating all forms of transportation and its infrastructure into its offering.

Or maybe, take Oscillum, a bio-patch on food that, like a traffic light, will turn a specific color when the product is past its best-by date. Rather than taking meat out of the fridge and tentatively sniffing it to detect if it is edible, the meat could display its health for all to see. With up to 50% of food produced never actually consumed, Oscillum is a brilliant partner for a large supermarket chain or CPG giant looking to demonstrate its commitment to reducing food waste.

For any business looking to boost its sustainability, Deep Tech partnerships are not the cheapest option. Not every company will be able to invest the sums required but for those that can, it is an opportunity to secure a place in history as a pioneer: disrupting the product category, turbo-boosting purpose and bringing about profound technological and cultural shifts.

Three broad actions are needed to partner

First, define or redefine brand purpose to offer a value-add in a post-pandemic world populated by citizens with a shifted mindset. They will be more globally aware—of their health and their environment. How can a brand work with these refined priorities to enhance daily life?

Second, once secure on purpose, start searching for friends in ‘Deep’ places. Ascertain which Deep Tech partners can help deliver big science-based solutions trading on that purpose or vision. Think about what expertise the start-up needs; for instance, does it need the branding and the positioning, access to distribution networks, monetizing IP?

Third, be as future-fit and innovation-ready as possible. To work successfully with advanced Deep-Tech start-ups, bluechip businesses must show agility, leverage top management buy-in and create a dedicated internal innovation function to collaborate effectively.

We are a planet and a populace in need of solutions, but we stand at the delta of intermingling agendas. The stage may be set for an alliance based on a trifecta of passion, prowess and purpose to bring real lasting change at a global level, with brands at the base of the triangle.