For the past years, an important new factor guides our decisions when buying different products: how sustainable, organic, or natural they are. Although on a large scale we produce and consume a lot of synthetics (foods and drinks, care products, clothes) we crave to get back to the bare essentials. 

People wish to experience more of the dewy grass and less of the concrete dust. In recent years, we have seen a surge of products and services that harvest the natural, the organic, and the minimal. Those that originate from plants, animals, or humans are considered to be natural (Rozin, 2005).

Sustainable living is not only a modern lifestyle choice but a necessity we embrace as individuals and as businesses. We are willing to drive further, pay more, and put more effort into buying products that are undisruptive to the environment and our bodies. Well, as much as possible anyway. But just as we are willing to put more effort into acquiring natural products, we are more likely to ignore them if they come in a package. Not only in a store but when we shop online too. Do you want to know why?

Think about two similar scenarios where you want to treat yourself. One: you just left the gym after a long day. It was a good session. You ate your frog and managed to tick almost everything off your list. You have a hankering for something good to say “You did well today”.

Two: you just left the office, it’s late in the evening and you want a little pick me up. Another day at the office, a lot of overtime with little moments of reflection. You rarely have time for yourself, but you are the best at your job, and you love it. You want something good to ease your relaxation and end the day.

What do you pick in each of them? A chocolate cheesecake sounds just as good as a pack of graham crackers. You will say: “My choice can come down to many things! My plans for the evening, the package and its colors, how, and if it smells. Should I go on?”. Well, yes and no.