David Blecken
Jan 8, 2019

Genetic data: a marketers’ dream that may never become reality

Adapting products, services and communications based on consumer DNA is an alluring idea that will be difficult to implement.

Panasonic’s ‘Genome House’ exhibit in Futako Tamagawa, Tokyo

In Panasonic’s vision of future domesticity, everything is tailored to individual requirementswithout the individual having to specify much at all.

The so-called Genome House, an installation in an upmarket residential district of Tokyo that ran in December, is a bedroom based on the DNA of one woman Shoko Takahashi, the founder of Genequest, a company offering direct-to-consumer genetic testing. Features include specially made sheets incorporating shea butter to combat dry skin flooring and plants...

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