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

Emerging sectors can predict shifting consumer behavior

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.