 |
|
|
|||||
So-called rare earth elements arent actually rare. Its just difficult to refine them into the purified forms that are needed for making things like electronics or clean energy tech. The standard processes are also toxic, which is one reason that the world has outsourced production to China. Supra, a startup that spun out of the University of Texas at Austin, is taking a different approach thats clean, low-cost, and makes it possible to capture some of the billions of dollars worth of critical minerals that are trapped in waste in the U.S. Dr. Sessler [Photo: Supra] The companys technology uses supramolecular receptors, a string of molecules built to grab specific molecules like a baseball glove, says CEO Katie Durham. Jonathan Sessler, a chemistry professor at UT Austin, first designed receptors like these to target cancer cells. Then he realized that they could also be designed to target critical minerals. My original analogy was we were going to be making a chemical sponge, Sessler says. It would go in and capture these elements and we would pick it up and wring it out. In the final design, the nanometer-sized receptors are embedded into a polymer filled with tiny pores that increase the surface area for capturing metal ions. The material is 3D-printed into reusable cartridges. [Photo: Genesis Cosme/The University of Texas at Austin] At a mine or industrial site, tailings or wastewater can flow through a series of the cartridges, each targeting a specific element. The receptors bind minerals in alcohol and release them when theyre rinsed with water, using little energy and avoiding the use of toxic chemicals. The process, which the company says is 100 times more selective and faster than current rare earth refining, can also be used on electronic waste. [Photo: Supra] In lab tests on cobalt, the technology was able to capture 100% of the element, isolating it completely from other elements like lithium in a solution. The tech can be customized for any element. As it comes to market, the startup is focused first on scandium and gallium, two valuable rare earth elements that currently are imported from China. The U.S. is 100% import-dependent on them, and we really did not see a lot of other startups trying to address that, says Durham. By collecting the trace amounts of scandium in industrial waste in the U.S., the company hopes it can change how the element is sourced. [Photo: Supra] The value varies wildly depending on purityscandium, for example, can sell for $300 per kilogram at 99.9% purity, but $3,200 per kilogram at 99.99% purity. The purest form, at 99.9999%, sells for $500,000 per kilogram. (The startup is still optimizing its process, but is aiming for the highest purity.) The company plans to launch its first pilots with partners later this year. Supra is one of a handful of startups working on ways to make rare earth production feasible in the U.S. Others include Phoenix Tailings, which works both with mined material and waste; and Cyclic Materials, which extracts and refines rare earths from end-of-life products. Because of the demand for an American supply chain, Supra plans to focus first in the U.S. But the company eventually wants to make their products available globallyincluding in China, to help with the pollution challenge there. The world has gotten lazy and let China pay the environmental cost, says Sessler.
Category:
E-Commerce
Don’t tune into the Super Bowl hoping for a break from the tumultuous politics gripping the U.S.The NFL is facing pressure ahead of Sunday’s game between the Seattle Seahawks and the New England Patriots to take a more explicit stance against the Trump administration’s aggressive immigration enforcement. More than 184,000 people have signed a petition calling on the league to denounce the potential presence of Immigration and Customs Enforcement at the Super Bowl, which is being held at Levi’s Stadium in the San Francisco Bay Area. The liberal group MoveOn plans to deliver the petition to the NFL’s New York City headquarters on Tuesday.Meanwhile, anticipation is building around how Bad Bunny, the halftime show’s Spanish-speaking headliner, will address the moment. He has criticized President Donald Trump on everything from his hurricane response in his native Puerto Rico to his treatment of immigrants. On Sunday night, he blasted ICE while accepting an award at the Grammys. His latest tour skipped the continental U.S. because of fears that his fans could be targeted by immigration agents.Trump has said he doesn’t plan to attend this year’s game, unlike last year, and he has derided Bad Bunny as a “terrible choice.” A Republican senator is calling it “the woke bowl.” And a prominent conservative group plans to hold an alternative show that it hopes will steal attention from the main event.The Super Bowl is one of the few remaining cultural touchstones viewed by millions of people in real time and the halftime show is no stranger to controversy, perhaps most notably Janet Jackson’s 2004 performance in which her breast was briefly exposed. But there are few parallels to this year’s game, which has the potential to become an unusual mix of sports, entertainment, politics and protest. And it will unfold at a tinderbox moment for the U.S., just two weeks after Alex Pretti’s killing by federal agents in Minneapolis reignited a national debate over the Trump administration’s hard-line law enforcement tactics.“The Super Bowl is supposed to be an escape, right? We’re supposed to go there to not have to talk about the serious things of this country,” said Tiki Barber, a former player for the New York Giants who played in the Super Bowl in 2001 and has since attended several as a commentator. “I hope it doesn’t devolve, because if it does, then I think we’re really losing touch with what’s important in our society.” Bad Bunny has leaned into the controversy The 31-year-old Bad Bunny, born in Puerto Rico as Benito Antonio Martínez Ocasio, has elevated Latino music into the mainstream and gained global fame with songs almost entirely in Spanish something that irks many of his conservative detractors. He has leaned into the controversy, referring to the halftime show when he hosted “Saturday Night Live” in October by joking “everybody is happy about it even Fox News.”He segued into a few sentences in Spanish, expressing Latino pride in the achievement, and finished by saying in English, “If you didn’t understand what I just said, you have four months to learn!”Those who follow him closely doubt that he’ll back down now.“He has made it very clear what he stands for,” said Vanessa Díaz, a professor at Loyola Marymount University and co-author of “P FKN R: How Bad Bunny Became the Global Voice of Puerto Rican Resistance.” “So I can’t imagine that this would all go away with the Super Bowl.”The halftime show is a collaboration between the NFL, Roc Nation and Apple Music. Roc Nation curates the performers and Apple Music distributes the performance while the NFL ultimately controls the stage, broadcast and branding.The NFL, which is working to expand its appeal across the world, including into Latin America, said it never considered removing Bad Bunny from the halftime show even after criticism from Trump and some of his supporters.NFL Commissioner Roger Goodell on Monday described the singer as “one of the great artists in the world,” as well as someone who understands the power of the Super Bowl performance “to unite people and to be able to bring people together.”“I think artists in the past have done that. I think Bad Bunny understands that. And I think you’ll have a great performance,” Goodell told reporters during his annual Super Bowl press conference.About half of Americans approved of Bad Bunny as the halftime performer, according to an October poll from Quinnipiac University. But there were substantial gaps with about three-quarters of Democrats backing the pick compared to just 16% of Republicans. About 60% of Black and Hispanic adults approved of the selection compared to 41% of whites.Republicans are eager to maintain Latino support in their bid to keep control of Congress. But as the Super Bowl draws near, many in the GOP have kept up their Bad Bunny critiques.Sen. Tommy Tuberville of Alabama, the former head football coach at Auburn University who is now running for governor, derided the “Woke Bowl” on Newsmax last week and said he’ll watch an alternative event hosted by Turning Point USA.The group founded by the late conservative activist Charlie Kirk said Monday that Kid Rock, a vocal Trump supporter, would be among the performers at its event. DHS won’t say whether immigration agents will be at Super Bowl In recent days, Department of Homeland Security official Jeff Brannigan hosted a series of private calls with local officials and the NFL in which he indicated that ICE does not plan to conduct any law enforcement actions the week of the Super Bowl or at the game, according to two NFL officials with direct knowledge of the conversations.ICE is not expected to be among more than a dozen DHS-related agencies providing security at the game, the officials said, speaking on the condition of anonymity to discuss private conversations.While that is the plan, some worry that Trump and his MAGA allies who lead DHS can change their minds ahead of Sunday’s game given their recent statements.DHS official Corey Lewandowski, a key adviser to DHS Secretary Kristi Noem, said in October that ICE agents would be conducting immigration enforcement at the game.“There is nowhere that you can provide safe haven to people who are in the country illegally, not the Super Bowl, not anywhere else,” he said at the time.Asked to clarify ICE’s role this week, DHS spokeswoman Tricia McLaughlin refused to say whether federal immigration agents will be present for the Super Bowl.“Those who are here legally and not breaking other laws have nothing to fear,” she said. “We will not disclose future operations or discuss personnel. Super Bowl security will entail a whole-of-government response conducted in line with the U.S. Constitution.”The progressive group MoveOn will host a Tuesday rally utside the NFL headquarters in New York to present a petition telling the league, “No ICE at the Super Bowl.”“This year’s Super Bowl should be remembered for big plays and Bad Bunny, not masked and armed ICE agents running around the stadium inflicting chaos, violence, and trauma on fans and stadium workers,” MoveOn spokesperson Britt Jacovich said. “The NFL can’t stay on the sidelines, the league has a responsibility to act like adults, protect Super Bowl fans and stadium workers, and keep ICE out of the game.”In an interview, San Francisco mayor Daniel Lurie was optimistic that the event would be a success even in a politically tense climate.“We are going to keep everybody safe our residents, our visitors,” he said. “Obviously with everything going on, we’re staying on top of it, monitoring everything. But I expect everything to be safe and fun.” Steven Sloan and Steve Peoples, Associated Press
Category:
E-Commerce
Discounting has been part of retails toolkit for decades, and it can be effective, especially during high-stakes shopping seasons. But as promotions become more frequent across the industry, companies are taking a closer look at the downside: Short-term sales gains dont always come with long-term loyalty or durable margins, and customers remember how a brand made them feel far more than what they saved at checkout. Whats often missing from the conversation is the role of experience-led value. Loyalty isnt built through price aloneits built through moments that make a customer feel recognized, appreciated, and confident they made the right choice. When brands compete only on discounts, they sacrifice those moments in favor of short-term volume. This coming year, retailers may feel the urge to pull the markdown lever more than ever. While the National Retail Federation pegged retail sales during the recent holiday shopping season to exceed $1 trillion, retailers saw fewer unit sales as shoppers dealt with tariff-driven sticker shock. As a result, 2025 marked a significant change in consumer behavior as shoppers across the board sought value and deals. That shift is likely to persist through 2026, increasing pressure on retailers to use markdowns to move inventory. The risk isnt that retailers will discount, its that discounting becomes the strategy rather than the symptom. WHEN DISCOUNTS COST MORE THAN THEY DELIVER Kohls offers a useful illustration of this tension. In the third quarter of 2025, the retailer reported a modest year-over-year increase in gross margin, while operating income declined amid softer sales. The results underscore how difficult it can be to translate promotional activity and operational improvements into sustained profitability when demand remains under pressure. This dynamic isnt unique to Kohls. Shifting consumer preferences, lingering supply-chain complexity, and intensified competition have forced many retail leaders to make difficult decisions about pricing and inventory. Target faced a similar challenge in 2022, when excess inventoryparticularly in home and apparelprompted the company to take decisive markdown and inventory-reduction actions. While those moves helped rebalance inventory levels, they also weighed on near-term profitability. More recently, Lululemon has contended with elevated promotional activity amid signs of slowing demand in the U.S. and increased competition in the athleisure category from brands like Vuori and Athleta. Analysts have pointed to higher markdown levels as retailers across the space work to maintain traffic and manage inventory in a more competitive environment. Taken together, these examples reflect a broader pattern in retail: promotions can help stabilize revenue in the short term, but they dont always improve operating leverage or long-term customer value. Discounts move inventorybut they rarely move customer lifetime value in the same direction. WHY DISCOUNTING FEELS INEVITABLE BUT ISNT SUSTAINABLE Discounting has intuitive appeal. In a crowded market with shrinking discretionary budgets, deals cut through the noise. Spending trends underscore just how price-sensitive shoppers have become, with a growing percentage planning holiday-season purchases early and hunting for discounts across channels. Yet this rush to save can produce a dangerous feedback loop: 1. Shoppers learn to wait for deals. 2. Brands feel pressured to offer deeper discounts. 3. Margins shrink, forcing even steeper promotions next cycle. Over time, this turns what should be a preference decision into a pricing decision, and pricing decisions rarely build durable brands. LOYALTY IS BUILT BEYOND THE TRANSACTION If discounting tells a shopper, Buy now because its cheap, then true loyalty says, Buy again because it matters. The difference is subtle, but profound. Loyalty isnt a transaction with a strike price; its a series of experiences that make a customer feel recognized, appreciated, and connected. It doesnt live at checkout. Its built in the moments of fulfillment, engagement, and emotional connection that follow. Yet many retail strategies still prioritize pre-purchase price incentives over post-purchase relationship building. Thats why promotions dominate inboxes, but customer lifetime value stagnates. A BETTER PATH FORWARD Some brands are finding a way out of this loop by shifting emphasis away from discounts and toward experience-led value. This includes deploying value-oriented pricing structures that dont train customers to wait for sales. Retailers can also offer post-purchase experiences that reinforce brand affinity without discount hooks. They can also provide more personalized engagement that acknowledges the shopper as an individual rather than a deal seeker. Retailers who embrace these strategies in 2026 signal something important: you matter to us, not just your wallet. And that distinction, over time, fuels repeat business in a way discounts never can. Discounts will always have a placeespecially during peak shopping seasons when consumer attention is fragmented and competitive pressure is intense. But when discounting becomes the foundation of a pricing strategy rather than a tactical lever, it eats into profits and inwardly rewires customer expectations. The retailers that will win in 2026 and beyond wont be the ones offering the biggest discounts. Theyll be the ones who understand how customers remember brands, through moments of appreciation, relevance, and experience that extend beyond the transaction. As the past holiday season showed, even the most sophisticated retailers can fall into the trap of equating promotional volume with lasting value. The brands that win in the long run will resist that reflexand instead focus on creating moments that customers remember, not just prices they respond to. Elery Pfeffer is the CEO at Nift.
Category:
E-Commerce
All news |
||||||||||||||||||
|
||||||||||||||||||