Have you noticed that the organic movement is very much defined by what it is not?
Very soon, I fully expect to buy an organic apple and have the following information on the sticker (the sticker that’s two microns bigger than an emoticon):
- Fat- free
Have I just identified a whole new wing of marketing?
The non/free angle.
You needn’t define what a product is, merely what it is not. As long as what it is not, is something that society in general would like to feel they are taking a stand against (without actually having to do too much about it). For instance, my next product line (whatever that is and frankly I don’t think it matters), shall be nuclear-free, non-genocidal and 99.9% free of the listeria bacteria. I might even thrown in the phrases “locally made” and “ethically traded” to really cash in.
It might even be a cash BSE-free, non-antibiotic, non-hormone fed cow.