A new approach examines how individual cells respond to drugs, aiming to identify risks earlier in development.
Updated
April 15, 2026 6:01 PM
Close up of a capsule blister pack. PHOTO: UNSPLASH
DeepCyte, a startup in the drug development space, is focusing on a long-standing problem: why drugs that appear safe in early testing still fail in clinical trials or are withdrawn later due to toxicity. DeepCyte has launched with US$1.5 million in seed funding to build tools that detect and explain the harmful effects of drugs at much earlier stages.
The startup’s approach focuses on how individual cells respond to a drug. Instead of analysing cells in bulk, it studies them one by one. This helps capture differences in how cells react, which are often missed in traditional testing methods.
Drug toxicity remains one of the main reasons for failure in drug development. Methods such as animal testing and bulk cell analysis do not always reflect how human cells behave. This gap has pushed the industry to look for more reliable and human-relevant ways to test drug safety.
DeepCyte combines cell-level data with artificial intelligence. Its platform, MetaCore, studies what is happening inside individual cells by capturing detailed molecular information. This data is used to build large datasets that can train AI models.
Additionally, the company has developed an AI system called DeeImmuno. It is designed to predict whether a drug could be toxic and identify the biological reasons behind it. In internal testing on 100 drugs, the system identified different types of toxicity and their underlying mechanisms with a reported accuracy of 94 percent.
The focus on explaining why a drug is toxic, not just whether it is, reflects a broader shift in the industry. Regulators such as the U.S. Food and Drug Administration and the European Medicines Agency have been encouraging methods that rely more on human cell data and clearer biological evidence. The seed funding will be used to develop and scale these tools. The company aims to help drug developers make earlier decisions, which could reduce costly failures in later stages. Whether tools like this become widely used will depend on how they perform in real-world settings. For now, DeepCyte’s approach highlights a growing effort to make drug testing more precise by focusing on how drugs affect cells at the most detailed level.
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"Discover how emerging sustainability trends in digital marketing are reshaping the way small businesses connect with eco-conscious consumers."
Updated
January 8, 2026 6:35 PM
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Protestor holding a sign "NO BUSINESS ON A DEAD PLANET" during a march. PHOTO: UNSPLASH
Sustainability has become more than just a buzzword—it’s a movement that’s reshaping business practices across industries. For small businesses, aligning with sustainable values isn’t just about doing the right thing; it’s about staying competitive in a world where consumers increasingly prioritize eco-conscious brands.
In the digital age, sustainable marketing is evolving rapidly, offering businesses new ways to reduce their environmental impact while engaging with customers who care deeply about the planet. Let’s take a closer look at the top trends driving sustainable marketing today and their implications for small businesses.
Most people don’t realize that online advertising has an environmental cost. Every time an ad is displayed, clicked on, or streamed as a video, it consumes energy. This energy powers the servers, data centers, and networks that host and deliver these ads. The problem is that much of this energy still comes from non-renewable sources like coal and natural gas, which contribute to carbon emissions.
For small businesses, this could mean optimizing ad campaigns to reduce unnecessary data usage or using platforms that offset their carbon emissions. Additionally, adopting lighter website designs and faster-loading ads can not only reduce energy consumption but also improve user experience—leading to better engagement and conversion rates.
Small businesses can stand out by making their digital campaigns both efficient and eco-friendly. Highlighting these efforts in marketing messages can appeal to sustainability-minded customers while showcasing innovation.
Sustainable packaging is no longer optional—it’s an expectation. But for small businesses, it’s not just about switching to biodegradable materials. It’s about effectively communicating those efforts to customers through digital channels.
Brands are using their websites, social media, and email marketing to share the stories behind their packaging choices. Whether it’s sourcing recycled materials or partnering with eco-friendly suppliers, transparency is key. Educational content, such as videos or infographics, can help customers understand the impact of their purchases and feel good about supporting a brand.
By using digital platforms to tell the story of their sustainability efforts, small businesses can create deeper emotional connections with customers. Sharing behind-the-scenes processes or celebrating packaging milestones can boost loyalty and differentiate a brand from competitors.
Influencer marketing has become a powerful tool for brands, and the rise of eco-conscious influencers is creating new opportunities for businesses that prioritize sustainability. These influencers focus on topics like waste reduction, ethical consumption, and eco-friendly lifestyles, making them an ideal partner for sustainable brands.
Collaborating with such influencers allows small businesses to reach niche audiences that are already committed to sustainable living. These partnerships feel more authentic compared to traditional ads, as followers trust influencers to recommend products that align with their values.
Even small businesses with limited budgets can benefit from micro-influencers —individuals with smaller but highly engaged audiences. Partnering with eco-conscious influencers can amplify a business’s sustainability message and create a ripple effect of awareness.
Consumers today are more skeptical of vague claims like "green" or "eco-friendly." They want specifics. Brands that embrace transparency by sharing measurable data about their sustainability efforts are earning trust and loyalty.
For example, brands that disclose the carbon footprint of their products or provide detailed information about their supply chains stand out in an age of greenwashing (misleading sustainability claims). This trend is particularly relevant for small businesses, as customers often expect smaller, local brands to be more ethical and transparent.
Being upfront about sustainability efforts—even if they’re still a work in progress—can build credibility. Sharing challenges, milestones, and small wins through social media or email newsletters makes the brand relatable and trustworthy.
The circular economy—a model in which products are reused, repaired, or recycled instead of discarded—is gaining momentum. Small businesses are finding creative ways to incorporate this principle into their operations and marketing.
For example, some businesses encourage customers to return used products in exchange for discounts or loyalty points. Others upcycle returned goods into new products and share this process with customers through digital platforms.
By participating in the circular economy, small businesses can differentiate themselves while building a loyal customer base. Promoting these initiatives online—whether through videos, blogs, or customer testimonials—can amplify their impact and attract eco-conscious buyers.
Sustainable marketing is more than a trend—it’s becoming a necessity for businesses of all sizes. For small businesses, it represents both an opportunity to stand out in a competitive market and a chance to make a meaningful impact on the planet.
Emerging trends like green digital advertising, circular economy initiatives, and transparency are reshaping how brands connect with their audiences. By embracing these practices, small businesses can attract eco-conscious consumers, build loyalty, and foster trust—all while reducing their environmental footprint.
The future of marketing belongs to those who see sustainability not as an add-on, but as the foundation of their growth. For small businesses ready to take on this challenge, the rewards go beyond profits—they include making a lasting, positive impact on the planet and the people who inhabit it.