Millennial Demand for Alternative Medicine and Its Effects on Biopiracy

• Author: Tiffany N. Palmer - Alexis N. Simpson - Pharan A. S. Evans
• Position: Tiffany N. Palmer is an associate at Troutman Sanders LLP in Atlanta, Georgia. She specializes in patent counseling, prosecution, and litigation. She can be reached at tiffany. palmer@troutmansanders.com. Alexis N. Simpson is an associate at Troutman Sanders in Atlanta, Georgia. While she has extensive experience with client counseling and...
• Pages: 28-34

Published in Landslide® magazine, Volume 9, Number 4 , a publication of the ABA Section of Intellectual Property Law (ABA-IPL), ©2017 by the American Bar Association. Reproduced with permission. All rights reserved. This

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Millennial

Demand for

Alternative

Medicine and

Its Effects on

Biopiracy



Corporate America’s drive to appeal to millennial consumers may set it on

a collision course with thorny ethical and legal issues of biopiracy/bio-

prospecting. As the population of millennial consumers (born roughly

between 1982 and 2000) grows to outnumber consumers of previous generations,

their cultural, social, and economic preferences are expected to transform product

development and marketing in the near future.

As one of many examples, millennial consumers have shown a greater preference

than previous generations for using alternative medicine to prevent illness and main-

tain wellbeing. According to the American Psychological Association, millennial

consumers are increasingly embracing herbal, nutritional, and plant-based supple-

ments, as well as homeopathic remedies, in lieu of pharmaceuticals.1 Indeed, they are

the largest and fastest-growing subset to use such supplements. Approximately 70

percent of millennial consumers buy into the $30 billion supplement industry.2

Not only do many millennials embrace alternative medicine, they are also less likely

than previous generations to opt for conventional medical treatment. Instead, millenni-

als are more willing to try alternative treatments and seek consultation from alternative

medical experts, such as medical intuitives, naturopaths, and mindfulness therapists.

Even millennial physicians are more likely than older physicians to recommend alter-

native medicine. Despite little scientic evidence backing the efcacy of alternative

medicine, many millennial consumers still view these natural remedies as safer, cleaner

options that align better with their personal values.

Tiffany N. Palmer is an associate at Troutman Sanders LLP in Atlanta, Georgia. She

specializes in patent counseling, prosecution, and litigation. She can be reached at tiffany.

palmer@troutmansanders.com. Alexis N. Simpson is an associate at Troutman Sanders

in Atlanta, Georgia. While she has extensive experience with client counseling and patent

prosecution, her practice currently focuses on strategically harmonizing multiple inter partes

reviews and related litigations for a multi-national corporation. She can be reached at alexis.

simpson@troutmansanders.com. Pharan A. S. Evans is an associate at Troutman Sanders

in Atlanta, Georgia. She specializes in intellectual property law, and specically in patent

prosecution and patent litigation. She can be reached at pharan.evans@troutmansanders.com