I’m sure you’ll agree that as we look for ways to be kinder to the planet, ’organic’ products have been popping up a lot more over the past couple of years. Of course, there are many brands and products that are genuinely organic and are doing their bit to help the planet, but knowing what it actually means can help you cut through all the clickbait to find the products and brands that are really passionate about going organic (take our clients, Baby Bio and Phostrogen and their new organic range of plant food and fertilisers is a great place to start!)
What does organic mean?
Organic is a system of farming and food production that uses methods to benefit our whole food system, plant health, and animal welfare. This is due to higher standards that follow official guidance, for instance, using fewer pesticides in our food production and taking a more natural approach to dealing with pests.
There are lots of different ways in which something could be organic:
· Food/farming
· Gardening
· Beauty/health products
· Clothing
As a green-fingered communications agency, we think that organic gardening is a great way to enjoy delicious home-grown food without the risk of pesticides and chemicals. (You can read more about our work in the gardening world here).
How does this benefit the environment?
While we can’t claim to be scientific experts, organic methods of production are proven to bring a whole host of benefits to the world, from supporting biodiversity and animal welfare to helping to combat climate change or reducing exposure to chemicals and pesticides.
Organic farming represents a transition to ‘agroecological’ farming system, which is designed to encourage biodiversity and enhance the health of soils, water and air. If all farms in Europe were to follow agroecological standards, agricultural emissions could drop by 40-50% by 2050!
A shift towards sustainability
According to the Soil Association, one in six consumers now buy organic and natural products, and 28% of those are aged 16-24. More than just a trend or fad, this shift towards sustainable products demonstrates a growth in eco-friendly living and an attempt to change the way we treat our planet. With a higher proportion of younger people practicing conscious living, generation Z are taking the lead in environmental action to help fight climate change and prevent further damage to the planet.
The pandemic has also seen a radical change in attitudes to the planet, with 81 per cent of adults in the UK becoming increasingly concerned about environment issues in recent years, which explains the drive for organic products!
Organic myth-busting!
When inputting the term ‘organic’ into the search monitoring tool, Also Asked, the results were very interesting. The general consensus is that people want to know what organic actually means and whether it’s actually a healthier and more sustainable option.
Popular questions like ‘is organic a sham?’ and ‘are organic foods really better for you?’ also shows a lack of clarity surrounding the term organic and a pressing need to raise people’s understanding.
With this in mind, if you’re brand is all about organic, these are the questions you need to be considering when making content. Your aim should be to answering those questions to avoid any confusion!
Where does the suspicion stem from?
Over the years, there has been a soaring demand for organic products, with a 13% growth in sales of certified organic and natural products recorded in 2021.
However, the desire for organic products has led to a spike in greenwashing. Some brands can label their products as organic, natural or vegan, when in reality their production methods and ingredients are far from it. This is known as greenwashing and is sometimes tricky to spot. However, awareness about this issue is rising. For instance, the Soil Association named and shamed some beauty brands for misusing the term organic in its campaign #ComeCleanAboutBeauty, with one of Boots’ products receiving the worst ranking. According to the report, 76% of the public felt misled by these labels, explaining why there is a lack of trust around the word the term.
Currently, organic products or methods must be certified as compliant with a set of standards. Looking for a government approved certification can offer some clarity when scouting out legitimate organic products and give consumers some reassurance that the product they’re looking at is what it says on the packaging!
It’s time to practise what you preach!
Transparency and honesty are so important when marketing products. Consumers deserve clarity, so if you say that your product is organic, it has to be and official standards have to agree with you too! We communicate a brand’s values clearly and with a lot more open conversations about organic living happening now, it can hopefully advance this fantastic movement and improve the health of our planet, animals and people!
Here at Honest, we believe that honesty is the best policy. We work with number of sustainably conscious brands, so we know a thing or two around helping communicate in this area, to build reputation and create loyalty among customers.
If you’re looking to generate buzz for your brand, whether it’s for a new product launch or ongoing interiors PR support, get in touch on hello@honestcommunications.co.uk. I’m sure you’ll agree that as we look for ways to be kinder to the planet, ’organic’ products have been popping up a lot more over the past couple of years. Of course, there are many brands and products that are genuinely organic and are doing their bit to help the planet, but knowing what it actually means can help you cut through all the clickbait to find the products and brands that are really passionate about going organic (take our clients, Baby Bio and Phostrogen and their new organic range of plant food and fertilisers is a great place to start!)
What does organic mean?
Organic is a system of farming and food production that uses methods to benefit our whole food system, plant health, and animal welfare. This is due to higher standards that follow official guidance, for instance, using fewer pesticides in our food production and taking a more natural approach to dealing with pests.
There are lots of different ways in which something could be organic:
· Food/farming
· Gardening
· Beauty/health products
· Clothing
As a green-fingered communications agency, we think that organic gardening is a great way to enjoy delicious home-grown food without the risk of pesticides and chemicals. (You can read more about our work in the gardening world here).
How does this benefit the environment?
While we can’t claim to be scientific experts, organic methods of production are proven to bring a whole host of benefits to the world, from supporting biodiversity and animal welfare to helping to combat climate change or reducing exposure to chemicals and pesticides.
Organic farming represents a transition to ‘agroecological’ farming system, which is designed to encourage biodiversity and enhance the health of soils, water and air. If all farms in Europe were to follow agroecological standards, agricultural emissions could drop by 40-50% by 2050!
A shift towards sustainability
According to the Soil Association, one in six consumers now buy organic and natural products, and 28% of those are aged 16-24. More than just a trend or fad, this shift towards sustainable products demonstrates a growth in eco-friendly living and an attempt to change the way we treat our planet. With a higher proportion of younger people practicing conscious living, generation Z are taking the lead in environmental action to help fight climate change and prevent further damage to the planet.
The pandemic has also seen a radical change in attitudes to the planet, with 81 per cent of adults in the UK becoming increasingly concerned about environment issues in recent years, which explains the drive for organic products!
Organic myth-busting!
When inputting the term ‘organic’ into the search monitoring tool, Also Asked, the results were very interesting. The general consensus is that people want to know what organic actually means and whether it’s actually a healthier and more sustainable option.
Popular questions like ‘is organic a sham?’ and ‘are organic foods really better for you?’ also shows a lack of clarity surrounding the term organic and a pressing need to raise people’s understanding.
With this in mind, if you’re brand is all about organic, these are the questions you need to be considering when making content. Your aim should be to answering those questions to avoid any confusion!
Where does the suspicion stem from?
Over the years, there has been a soaring demand for organic products, with a 13% growth in sales of certified organic and natural products recorded in 2021.
However, the desire for organic products has led to a spike in greenwashing. Some brands can label their products as organic, natural or vegan, when in reality their production methods and ingredients are far from it. This is known as greenwashing and is sometimes tricky to spot. However, awareness about this issue is rising. For instance, the Soil Association named and shamed some beauty brands for misusing the term organic in its campaign #ComeCleanAboutBeauty, with one of Boots’ products receiving the worst ranking. According to the report, 76% of the public felt misled by these labels, explaining why there is a lack of trust around the word the term.
Currently, organic products or methods must be certified as compliant with a set of standards. Looking for a government approved certification can offer some clarity when scouting out legitimate organic products and give consumers some reassurance that the product they’re looking at is what it says on the packaging!
It’s time to practise what you preach!
Transparency and honesty are so important when marketing products. Consumers deserve clarity, so if you say that your product is organic, it has to be and official standards have to agree with you too! We communicate a brand’s values clearly and with a lot more open conversations about organic living happening now, it can hopefully advance this fantastic movement and improve the health of our planet, animals and people!
Here at Honest, we believe that honesty is the best policy. We work with number of sustainably conscious brands, so we know a thing or two around helping communicate in this area, to build reputation and create loyalty among customers.
If you’re looking to generate buzz for your brand, whether it’s for a new product launch or ongoing interiors PR support, get in touch on hello@honestcommunications.co.uk.
