‘Natural’ - a need, a trend, or added-value?

Clara Origlia

This paper will touch on the following topics: the ‘new consumer’ – how key trends in society, new cultural landscapes, and new ethics are interconnected and how they reflect the consumer’s values, needs and expectations towards products, environments, brands, brand language and ‘quality’ in its broadest sense; how the needs, values, trends and expectations of the ‘new consumer’ refer directly or indirectly, to ‘nature’ and to ‘natural elements’; what meanings and contents are attributed to the ‘natural dimension’ today; and the challenges faced by industry.

'Natural' - a need, a trend, or added-value?

Clara OrigliaMarket Dynamics International, Italy

VALUES, NEEDS, TRENDS AND THEIR RELATION WITH THE 'NATURAL DIMENSION'

When we say 'natural', are we referring to the source, the ingredient, or the environment in which something has been grown?

Are we referring to the substance, the totality of components, the molecule (the good as well as the 'bad'), or rather to the processes and production methods, or to a symbolic, cultural, impalpable dimension?

Or even to sensory aspects, or the very complex sensory-subjective-cultural interplay? And talking about products, are we referring to perfumery, cosmetics,...

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