Science Washing

Did you know that Coca-Cola was originally advertised, in 1886, as “a cure for most common ailments”?

I guess that means if you’re feeling a little under the weather, just chug a 20-ounce bottle of soda and presto! You’re cured!

Yeah… that didn’t really pan out.

Although the sugar buzz and initial flood of caffeine into your nervous system will probably pick you up a notch in the hyperactivity scale, the “tonic” will not cure anything.

The thought of a carbonated beverage being a cure-all provides us with an early example of something I’m going to call… “science washing”.

You’ve seen plenty of examples of “green washing” already I’m sure, so meet its nerdier sibling.

Yes, “science washing” – you saw it here first folks.

“What is that?,” you ask?

“Science washing”, as I’m defining it, is when a company makes a claim that their product is backed by hard science and data, when, in fact, there are zero or highly questionable validations to prove their claim.

Some examples and warning signs include:

1. Using the term “patented” technology.

Perhaps there are patents involved, but be on the look out if the technology involves a “design” patent (i.e., how it looks) or a “utility” patent (i.e., how it works).

2. Referencing that the “science” or validation that was performed in-house, vs. by an objective, third party.

3. Solutions that address the symptoms, rather than solving the root cause of the problem.

4. Claims that aren’t supported by meaningful testing of the right endpoints to demonstrate efficacy, and no mention of safety.

5. A lack of transparency or communication of the data, specifically how the tests were conducted, the results, and who conducted the tests.

So, plenty of ways exist for companies to skirt or muddy the facts. 

The positive spin, however, is that these are also opportunities for them to prove how amazing their unique solution really is, especially when backed by true science.

In the case of early-stage start-ups, an investor must often pay attention to this data, and evaluate early signals of a company’s potential, which can often be nascent… but still promising.

The moral of the story is two-fold:

1. Don’t stock up on soda as a medicinal aid. If you’ve already done so, a call to the dentist might be in order and maybe the gastroenterologist. 😉 Jokes.

2. If you’re an investor thinking of supporting a company, request the science-backed data to validate their solutions. Or, as a consumer, put on your “investor” hat and think critically about the claims offered before making your purchase.

Most of the time, you’ll be pleasantly surprised by the fact that the company’s claims of innovation and world-changing solutions are in fact true.

When that is the case, celebrate your support of a science-backed, disruptive solution!

Happy Sunday folks.