The change in habits has also made consumers aware of the importance not only of the economic sustainability of their choices, but their ecological and environmental sustainability too.
In this ever changing scenario, organic producers and even in the range of organic products offered by national as well as private brands, is gaining ground. Therefore, it is more and more difficult, even for an organic product, to find an original positioning capable of creating a strong emotive relationship with its target consumers.
For years, the world of organic products has been marked by a simple, natural product image and packaging and (see article “Vocazione Bio”, aprile 2012). Today, packaging is enhanced by more sophisticated and refined visuals, giving the product a more high quality, “gourmand” image.
Special illustrations, colours and images can play down the sometimes austere packaging by offering a more light hearted image. No need to be “serious” to tackle a subject seriously.
Even organic products, with the expansion of the market, respond to vertical segmentation logic, with ranges marked by a premium image and the promise of superior quality.
Local producers become the protagonists of the pack, thus highlighting their proximity to consumers which in turns becomes a guarantee of the product’s quality as well as its socially sustainable aspect.
The tradition of organic, namely natural and not artificial products is often juxtaposed with products that can properly compensate producers, generating a virtuous mechanism of social emancipation for weaker production bands and developing countries.
Fairtrade is the best known certified brand that thus guarantees not just environmental but also social and economic standards for weaker populations. But it is not alone, there are also other smaller certification bodies such as Equal Exchange and Traidcraft.