As Joe Pulizzi once stated, “…So many brands create content and try to cover everything, instead of focusing on the core niche that they can position themselves as an expert around…Find your niche, and then go even more niche."
This may be especially true for our company and EDAR, since the market for emissions are typically governments who want cleaner air and less pollution. However, emission technology being described as “niche” may be more of a myth than we perceive it to be. Does this market really pertain to a small set of individuals, or is it more universal than we think it is?
In 1963, the United States of America created and implemented the Clean Air Act, a federal law that acts to “improve, strengthen, and accelerate programs for the prevention and abatement of air pollution.” This law set an underlying precedent- one that is the cornerstone of HEAT- that clean air is a fundamental human right, not a privilege. This law was created, in fact, for all people, regardless of race, religion, age, gender, or any other demographics that make an individual unique. Therefore, the emissions market and EDAR’s technology are important to all, since it coincides with our product’s core objective- to detect and measure exhaust emissions both effectively and efficiently so that air is kept regulated and clean.
A better environment through new innovations is not only beneficial for our own health, but is also important for the future of the planet and our children. According to the World Health Organization, the cost of a polluted environment is 1.7 million child deaths every year. The leading causes of death linked to poor air are from respiratory infections, such as pneumonia and second-hand smoke. Reducing environmental risks could prevent 1 in 4 child deaths. Through urban planning and sufficient emission testing, these initiatives could mitigate children’s risks associated with environmental health issues and death. Air pollution also kills trees and destroys the ecosystems where animals live. Thus, the environment is an issue for everyone and everything, not just the government.
Air pollution is not only a health and environmental issue, but it is also a we issue. It is important, no matter whom you are or where you come from, that we all learn about these issues and learn about the ways we can prevent air pollution at an individual level and a technological level. Like any innovation, EDAR not only opens your mind, but can also change your world. Therefore, it is time to redefine the niche label within this industry, so it not only opens the minds of government officials, but to the minds of average citizens, like you and me.