Our Sense of Disgust Is Holding Back Life-Saving Innovation

Strong psychological reactions — call it the yuck factor — could prevent innovative ideas from maturing and therefore from reaching populations in need.

Our Sense of Disgust Is Holding Back Life-Saving Innovation

Strong psychological reactions — call it the yuck factor — are preventing innovative ideas from maturing, like purifying wastewater for drinking, or using insect protein to fortifying flour for populations in need.

Despite Bill Gates' media tour, where he publicly drank purified wastewater in front of cameras and with celebrities, our repulsion from the idea of chugging down so-called poop water runs deep.

THE TONIGHT SHOW STARRING JIMMY FALLON — Bill Gates preparing to drink purified waste water during an interview with host Jimmy Fallon on January 21, 2015 — (Photo by: Douglas Gorenstein/NBC/NBCU Photo Bank via Getty Images)

Maria Konnikova examines at The New Yorker, when individuals were asked if they would ever drink purified water that originated as human waste, their responses suggested that no amount of scientific evidence could overcome their hesitancy:

"Twenty-six percent of participants were so disgusted by the idea of toilet-to-tap that they even agreed with the statement, 'It is impossible for recycled water to be treated to a high enough quality that I would want to use it.' They didn’t care what the safety data said. Their guts told them that the water would never be drinkable."

The reason we react so forcefully against drinking water purified from waste, or eating flour fortified with insects, which Konnikova also discusses, has to do with a psychological phenomenon known as "contagion."

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