Once in a while it actually feels like all this harping on certified labels and real organic vs. not so much organics pays off. Today was one of those days.
A recent survey by Mambo Sprouts Marketing found that consumers are getting ever so savvy with their shopping habits. About one in three health and natural consumers said that they were either “not very” or “not at all” confident in current ‘natural’ labeling. These same consumers noted that they remain committed to organic-certified products, but are simply leery of labels making “natural’ claims.
Really, I think this is fabulous news. It shows that all these books and movies released about real organics, all the organic campaigns and all my green blogging pals have actually made a difference with educational advice about real green vs. fake green, or just so-so green products. Surveys in the past were not as great, with more consumers confessing confusion when hit with both an organic label and a natural label.
One part of the survey I didn’t love was that consumers said they might be more willing to buy products labeled as ‘natural’ if there was a good set standard. I get that, but I think it could confuse the issue. What exactly would natural even mean, if we could set standards? I mean in most cases, the natural products I see are better than straight up conventional, but organic certification already helps to ensure that your food is free from pesticides, gmo’s and other icky stuff, like artificial colors and flavors. Would natural fall in-between, and more importantly, why is an in-between category area even necessary?
Plus, let’s be honest, the organic program already could use some work. Why waste time and money inventing a new label, when we can’t even get the organic label right?
Still, all in all, way to go smarty pants consumers! It’s awesome that more and more people are becoming savvy about how and what to buy when it comes to green-minded products.
Don’t you think this is excellent news?!