THE NEED TO CHANGE EVERYTHING (or almost)

We had a real wake-up call which has placed our values and 'essentials' at the center of our lives and our consumption patterns.
Which forced us to rethink them.
Who showed us how nature is quickly reclaiming its rights: from animals and birds more visible in the city to clouds returning to their former bouncing, in a blue sky without airplane trails.

Live :
Replacing the happiness of being, rather than the pleasure of having, at the heart of our existence.

This unprecedented period in history has made us question our priorities. Where do we find happiness, joy, and fulfillment? Is it being alive, healthy, and seeing loved ones? Is it being connected to nature? Is it consuming everything?

These are not opposed but can be placed at different levels.

To give even more meaning to our purchases, to engage in 'militant consumption', more 'reasonable', more sober, authentic.

Some are already talking about 'reasoned marketing'.

To like :
Reframe consumption, refocus on the living

This 'crisis' is an accelerator, a catalyst for movements already initiated and known.

The local aspect is strengthening, beyond the 'made in France' promise. Because our dependence on Asia and by extension on other countries has been exposed, and even China is proclaiming: 'Consume Chinese, save your homeland'.

It's more than reassuring to know that the ingredients also come from small producers who make a living from them, from artisans (in food, cosmetics, fashion), as many young brands promote, from gardens or crops of big brands. Promoting our flora, our ancestral know-how (vs. the ends of the earth). And necessarily with a lower carbon impact.

Bringing our regions and the people who work there to life (direct sales network), through short supply chains. Brands post on Instagram: #Ilovemyproducer

There is now even talk of rethinking the links between humans and nature, and putting them on an equal footing: 'Renaturing' man (the new mission of the Rocher Group, which has become a mission-driven company). Of respecting the Living. Respect in general.

Towards the tipping point?

Some consumers are saying, 'It's time to buy better,' and are making the transition to organic, healthy, and clean. They are choosing more authentic consumption and adopting a genuine stance.

In Europe and France, the rise in awareness towards greater respect for the environment has been evident for three years and will be further strengthened thanks to the generation of 'Sustainable Natives'.

And experts assert that once the tipping point of 10% of virtuous and responsible consumption is reached, the influence and ripple effect will take effect.

In beauty, the "safe" choices, already present before, are amplified by the Covid19 crisis: 84% of respondents say they want to buy new brands and they will choose as a priority a brand made in France (48%), eco-responsible (47%) and natural (44%).[1] .

So 'crisis'... or the beginning of a new era?

During the lockdown, many statements were made about predictions (which were mainly intended to provide reassurance). The major lessons about the practices that will remain can be learned more in late 2020 and 2021. But we can already say that consuming locally, healthier, practicing mutual aid, solidarity, sharing, open source, and resilience will remain.

Being a responsible brand also means being transparent, sincere, stating your commitments, sticking to them, and showing them. Because tomorrow, everything will be scrutinized, from green extraction to packaging.
Be consistent... to rally a community and help it grow around the same causes. Because (big) brands and (small) producers also need this support, our support, your support, in this new network that is emerging.

Some examples of brands and products of the Natexpo exhibitors already illustrate this new world.

[1] My Beauty Community (1007 respondents including 69% aged 18-34) on May 10, 2020

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