How to Power Up “Natural” Marketing
When consumers think of natural products, they think clean—but do they think strong? Effective? Not so much—or at least not until recently. People like the idea of buying natural alternatives, but have historically harbored doubts that they’ll really do their job. This, of course, presents a challenge for marketers—one that more and more brands are tackling effectively.
So how can a natural product convince consumers it really, really works?
Don’t be afraid of hyperperformance cues. We’re seeing the natural space use cues traditionally reserved for the Gatorades of the world, to great effect. Moon Juice promises consumers a “SuperYou” who enjoys enhanced energy & focus—with blends of dried mushroom powder. Viral internet list-sicles offer “Ways to Hack Your Morning Routine & Boost Productivity”—with shots of vinegar and simple green juices. By borrowing the language and semiotics of performance, you can give consumers a tangible outcome and a more empowered role in the natural space.
Embrace the raw power of nature. Nature isn’t all pastoral vibes; it’s also incredibly powerful stuff, backed by science. Probiotics-based brands, like Counter Culture in home care or Glowbiotics in beauty, highlight not just what’s been left out of their formulas, but what’s inside them: actual live bacteria, one of nature’s most powerful agents. Or see the way plant-based brands like Engine 2 describe themselves as “plant-powered” and “plant-strong”—or the beauty industry’s use of potency cues around natural ingredients like amino acids & peptides.
Reject the binary. Above all, remember that Millennials and Gen Z are less likely to apply a binary filter to products and experiences. The old-school equation was natural = feminine, soft, rooted in the past. (Think Celestial Seasonings tea). Now we can marry those cues with something more masculine, strong, and future-facing. (Think Tazo, especially with their bolder re-brand). This generation embraces complexity, and nothing is more complex than nature.
Where is this trend headed? We believe it will mature fast. It will vary by category, as some spaces like sunscreen and deodorant face a tougher challenge, but consumers are starting to move beyond the idea that natural necessitates a trade-off. When simple messaging around strength & efficacy becomes table stakes, these approaches will help your natural credentials stand out as even stronger than the rest.