Conventional reinforcing materials provide well-known benefits to rubber performance by enhancing durability, safety, efficiency, and other functionalities. Cabot continues to innovate in this space to expand the performance envelope and design space for our customers. In this presentation, we will explore a new class of rubber compounds and concentrates prepared using an advanced carbon additive known as carbon nanostructures (CNS). CNS are a unique network of crosslinked carbon nanotubes which can deliver performance gains at very low loading. We will present a few case studies where CNS containing rubber concentrates are able to break property tradeoffs of rubber compounds such as electrical conductivity versus dynamic hysteresis in silica filled tire compounds and electrical conductivity and processibility in industrial rubber compounds.