Natural

Nowadays, the term « natural » is used in all types of industries and is in everybody’s mouths.

What does “natural” really mean?

Pursuant to the Wikipedia definition and within the various uses of the word today, "nature" may refer to the general realm of various types of living plants and animals, and in some cases to the processes associated with inanimate objects – the way that particular types of things exist and change of their own accord, such as the weather and geology of the Earth, and the matter and energy of which all these things are composed. It is often taken to mean the "natural environment" or wilderness – wild animals, rocks, forest, beaches, and in general those things that have not been substantially altered by human intervention, or which persist despite human intervention.

This more traditional concept of natural things which can still be found today implies a distinction between the natural and the artificial, with the latter being understood as that which has been brought into being by a human or human-like consciousness or mind.

Although humans currently comprise only about one-half of one percent of the total living biomass on Earth, the human effect on nature is disproportionately large. Because of the extent of human influence, the boundaries between what we regard as nature and "made environments" is not clear cut except at the extremes. Even at the extremes, the amount of natural environment that is free of discernible human influence is presently diminishing at an increasingly rapid pace, or, according to some, has already disappeared.

The first non-governmental organization in charge of environment safe was Greenpeace (http://www.greenpeace.org/france/). With the unmasking of the regrettable effects of human uses on earth, this kind of organization has been developed.
How this influences business model?

This concept is linked to several other concepts such as health, fair trade and sustainable development. Moreover, “natural” means without chemistry, it means 100% linked to the plants.

The result of the growing of this concept is the birth of new business models :

- New concepts can be created (hotel totally eco-friendly, organic fast food, organic restaurants, electric cars, non pollutant energy, recyclability of everything, new method of communication, recycle paper etc.)
- Boom of the online sale of organic food, cosmetics, clothes
- The sustainable development has to be taken into account in the process of production.
- New packages spa – essential oil – medicine by plants etc.
- Phythothérapy
- Naturotherapy

The nature is at the beginning of everything and after all the abuses, we are going back to the nature.

Indeed, after all the constructions of new cars, each day a new car, etc… the bicycle is booming in big cities !
After all types of tourism, in each part of the world, in the most beautiful hotels, etc… the ecotourism is booming !
After the opening of one Mac Donald each second, it is the closing of one Mac Donald each second which is happening.

Everybody is going back to the real values, is starting to understand what is really important, and as a consequence, is trying to make little signs for the environment.

Even big companies such as Easygroup, which main brand is Easyjet, that is to say not really eco-friendly, has joined the trend of “carbon-compensation”.

To speak about e-business, new companies have developed their business online in industries ranging from vegetables to cosmetics :

www.Machja.com
www.naturalforme.fr
www.MySweetBio.com
www.natoora.fr
www.leportailbio.com
www.ecotourism.org


This trend has lead to create new types of industries around the ecology, which main ones are the following:

- Ecotourism (ecotourism.org)
Ecotourism, also known as ecological tourism, is a form of tourism that appeals to the ecologically and socially conscious individuals.
It focuses on volunteering, personal growth, and learning new ways to live on the planet; typically involving travel to destinations where flora, fauna, and cultural heritage are the primary attractions.
Responsible ecotourism includes programs that minimize the negative aspects of conventional tourism on the environment, and enhance the cultural integrity of local people.
Therefore, in addition to evaluating environmental and cultural factors, an integral part of ecotourism is in the promotion of recycling, energy efficiency, water conservation, and creation of economic opportunities for the local communities.

- Organic food, cosmetics and clothes (LeMarcheCitoyen.net, Leportailbio.com)
For the health, consume natural product must become more than a trend. All the pesticides present in vegetables would have to warn us about what we eat and the consequences on our health.
If the bees are dying, if some animals are about to disappear, it should make us understand that our world is polluted.
The sale of bio-cosmetics online is booming thanks to all the documentaries relating to the bad effect of paraben on the health, and the competition is rude between sellers.
Moreover, the bad impact of non-organic cotton on the skin has also led to the growth of organic clothes’ sales.

- Fair trade (Etikebo.com)
Fair trade doesn’t mean organic food but it is as well a way to consume.
It is an organized social movement and market-based model of international trade which promotes the payment of a fair price as well as social and environmental standards in areas related to the production of a wide variety of goods.
The concept of “nature” is also respected when you consume fair trade products.

In a general sense, the term of sustainable consumption includes the consumption of all the types of products from the industries defined above.

Internet is the new media and it can be a way to promote this trend. Indeed, communicate and promote by internet is better than paper for ecological defense. Of course, the big consumption of energy has to be taken into account but the saving of paper is really huge.
We can also notice that it promotes nature and environment respect on each first page.


Is it sustainable?

The concept of “Natural” has become much more than a trend. If at first it was so, it is now a real segment to be explored. It is a real shift and it is very positive for the well being of us.
With the development of diseases like cancers etc, people realize that it is really important to protect our environment and to promote ecology and organic consumption. It has changed our way of consumption.
As a consequence, working around this concept is sustainable and is more and more developed in our society, and particularly in cities like Paris, where a big part of the population called “bobo” is eco-friendly.

Companies around sustainable consumption are very profitable.



What is the danger of such a trend?

The danger is as usual the abuse and misunderstanding of the real meaning of the concept.
Moreover, the oversupply is dangerous for its keeping-up.
Nowadays, everybody is following the profit. Being on the segment of sustainable development and ethical trade is really profitable and each industry tries to penetrate it.
The labels can be quite easy to obtain and some products gains the “bio” label without efforts.
Sometimes, companies call themselves “totally organic and eco-friendly” while they use non recyclable packaging or way of production far from what has to be done for fair trade.

Moreover, the big “industrialization” of the concept “natural” could lead to a denaturalization of this word.
Indeed, natural refers to fragile, in small quantities, rare etc.
If all the industries try to work around this concept, then it will not mean “natural” at all.