EVERYTHING (or nearly everything) MUST CHANGE
We have had a real wake-up call which has refocused our values and “essentials” at the centre of our lives. It has forced us to rethink.
It has made us see how quickly nature reclaims its rights: we are now seeing more wildlife and birds back in towns and clear blue skies without aeroplane trails.
Put the enjoyment of being, rather than the enjoyment of having, back at the heart of our lives.
This unique period in history has made us question our priorities. Where do we find happiness, joy and fulfilment? In being alive, in good health, in seeing our loved ones? Through being at one with nature? In consuming like there’s no tomorrow?
They can all co-exist, but perhaps at different levels.
We can make more meaningful purchases, commit to a “militant”, more “sustainable”, more modest and more authentic type of consumption.
Some voices are already talking about “sustainable marketing”.
Refocus consumption, concentrate on the living world
This “crisis” is an accelerator, a catalyst for movements already begun and established.
The local element is intensifying, beyond the promise of “made in France”. Because our dependency on Asia, and by extension on other countries, has been exposed, and even China has declared: “Consume Chinese, save your fatherland”.
It is reassuring to know that ingredients also come from small producers who make a living from it, from artisans (in food, cosmetics and fashion), as promoted by many young brands, or from the gardens or crops of large brands. Time to promote our plants and ancestral know-how (as opposed to that from the other side of the world). Naturally reducing our carbon impact too.
And help our regions and the people working in them to survive, thanks to short supply chains. Brands are posting on instagram: #jaimemonproducteur (I love my producer)
The time has even come to reconsider the links between humans and nature and put them on an equal footing: “Renature” humans (the new mission of Rocher Group, now a Benefit Corporation). Respect the living world. Respect in general.
Moving towards the tipping point?
Some consumers are saying “it’s time to make better purchases” and are making the transition to organic, healthy and clean choices. They are making the choice to consume more authentically, to take up a genuine position.
In Europe and France, there has been a rise of consciousness over the past three years towards more consideration for the environment, and this is getting stronger still thanks to the generation of ‘Sustainable Natives’.
Experts claim that once the tipping point of 10% of positive and responsible consumption has been reached, the influence and knock-on effect will take place.
In beauty, “secure” choices, which were already present, have increased with the Covid-19 crisis: 84% of respondents said they wanted to buy from new brands and that they would give priority to a brand that was made in France (48%), eco-responsible (47%) and natural (44%) .
So is it a “crisis”… or the start of a new era?
In lockdown, there was much talk about predictions (the main aim being to reassure). There will be more important learnings at the end of 2020 and 2021 on the practices that are here to stay, but we can already say that consuming locally and more healthily, helping each other out, practising solidarity, sharing, open source and resilience will be among them.
Being a responsible brand is also being transparent, sincere, stating one’s commitments, sticking to them and demonstrating them. Tomorrow, everything will be scrutinised, from sustainable extraction to packaging.
Being consistent is essential to rally a community and make it grow around the same causes. Large brands and small producers alike also need support, our support, your support, in this new network that is taking shape.
Some examples of Natexpo exhibitors’ brands and products are already illustrating this new world.
 My Beauty Community (1007 respondents, of which 69% aged 18-34 ), 10 May 2020
Pascale Brousse is decoding for you the major trends of 2020.
Green, clean and sustainable lifestyle expert for the past 20 years, Pascale Brousse founded Trend Sourcing in 2000.