Ivo Vegter • 7 January 2019
A pervasive myth has arisen around the word ‘natural’. When applied to food, medicine, cosmetics or cleaning products by marketing experts, it invariably implies not just a derivation from nature but also that it is better than manufactured alternatives. In fact, it often is significantly worse.
Marketers know very well that the label “natural” is a winner. “Natural goodness,” they’ll declare on an item of food. “Pure and natural,” they’ll gush, on face cream or body scrub. “100% natural, chemical-free,” they state on a hair conditioner. Millions of products and tens of thousands of books extol the virtues of everything from natural foods to natural remedies to natural health for dogs and cats.
Marketers, of course, have only one job. They get paid to make you buy more stuff. If their slogans, labels and taglines do not make a company more profitable, they are replaced. … Read the rest