Specialty Chemicals Need an Image Consultant – Get Involved

I completed my Ph.D. in chemistry 26 years ago this month and started work at a small chemical firm in Wilmington, Del. At that time, DuPont was proud to be in the business of chemistry — “Better Things for Better Living, Through Chemistry”, though they dropped the “Through Chemistry” just prior to my joining the company.

The general public has had a less than favorable view of chemicals (and the chemical industry) during that time period. Polls conducted by the American Chemistry Council (ACC) often indicate an approval rating in the low 20s. Too often, a comment being made about a substance includes the statement that it is a “chemical”. The general public perception is that being a “chemical” is a bad thing.

Groups such as the American Chemical Society (ACS), ACC, the Society of Chemical Manufacturers & Affiliates (SOCMA), the American Composites Manufacturing Association (ACMA), and others have been “fighting the fight,” trying to ensure fundamental scientific principles are factored into legislation while developing various educational outreach programs.

Unfortunately, altering public perception is a difficult process. National Chemistry Week occurred last week, and hopefully you participated in it. (Truth be told, I used to be very active in National Chemistry Week, but as my corporate role moved me out of the lab, I have not taken the time to keep active). It is time, however, that we, as individuals who gain our livelihood from the industry, stand up in support. Many are already active in support of the industry (whether through National Chemistry Week, the various scouting merit badges or in other outreach activities). If you haven’t done so and want to get involved, that is excellent. At the very least, you should know how the chemicals that your company manufactures or uses make the world a better place—and be willing to tell your friends and families about it.

If you hear someone referring to “chemicals” in a non-flattering way, then step up. Remind them that air and water are also chemicals and they aren’t so bad.