Nanomaterials have many attractive properties, ranging from electrical to mechanical, that motivate their potential use in diverse applications. Beyond their inherent capabilities, nanomaterials wield a distinctive marketing influence, either catalyzing transformative support or acting as a hindrance for certain applications. Some sectors witness heightened investor and consumer interest when nanomaterials are proposed for product integration, driven by perceived high-tech advantages. Conversely, preconceived notions may diminish enthusiasm in fields citing environmental concerns or scale-up challenges. In this talk, I’ll share two examples of how the marketing dynamics of nanomaterials impacted funding for commercialization. First, I’ll share the story of Tyrata, a tire health sensor company that kicked off in 2017 with a $4.5M Series A investment based on the use of printed carbon nanotubes. While initial interest was enhanced thanks to nanomaterials, the company’s evolution saw a strategic shift in materials and structures. By late 2023, Bridgestone, a goal tire manufacturing giant, acquired Tyrata. I will highlight how a nanotube-based sensor start-up evolved to become a company with sensing systems all over the world, attracting attention from Fortune 500 companies. The second (brief) example I’ll share is regarding the use of nanomaterials in transistors and how the biases and shifting stigmas about their use have impeded progress. Overall, this talk will highlight some practicalities and realities of pursuing commercial applications of nanomaterials in electronic devices.