Psychology of Marketing: All-Natural Effect
- Pei Yen Hew
- Nov 19
- 3 min read
Key Takeaways
Businesses associated with nature are often seen as organic-driven, which helps consumers trust that their products are safe and environmentally friendly.
Brands can achieve this by highlighting natural production origins, taking visual cues from nature, and incorporating them into their brand voice.
Unethical brands may use buzzwords like “organic” or “vegan,” so it’s worth checking their origins before trusting them.
It’s not just about what’s inside the product, but also how the brand tells its story. Beauty products proudly stamped with “all-natural” labels, implying they’re gentler and better for your hair or skin. Consumables, especially food and beverage brands, do the same. There’s a nice ring to it; after all, who doesn’t like the idea of something “natural”?
We tend to equate products perceived as “natural” with being healthier or environmentally friendly. However, some brands will intentionally try to mix natural with other buzzwords, such as “organic” or “vegan”, even when they don’t necessarily apply. Be careful.
Three ways to leverage the all-natural effect
Consumers today are drawn to products that feel pure, safer, and environmentally conscious. That’s where the “all-natural” effect comes in. Here are three common ways brands amplify their association with nature or promote natural options ethically, from materials to messaging.
Highlight natural origins in manufacturing
CASETiFY’s CONSCiOUS collection is the brand’s eco-friendly line, blending sustainability with style. Each case is crafted from upcycled phone cases and bioplastics derived from plants and bamboo, giving old materials a second life. Through its Re/CASETiFY program, the brand collects and recycles used cases to create new ones, significantly reducing plastic waste.
As a marketer, you can emphasise that the materials or components used in the product have a natural, sustainable, or minimally processed origin, even if the product is far removed from nature.
Highlight the origin of materials. Wood, metal, glass, textile, etc., create a “natural” narrative.
Pull the sustainability card. Words like renewable, naturally sourced, low-impact, crafted, and similar add credibility, especially to target eco-conscious consumers.
Use phrases that note minimal processing. Phrases like “minimally refined” or “free of chemicals” can make your product feel “pure.”
Draw visual inspiration from outdoors
The automotive industry often applies this approach, as the vast outdoors is associated with freedom and revitalisation. For example, the Subaru Wilderness Forester is built to handle challenging terrain, and its campaigns blend visuals of cars, plateaus, and forests to evoke both thrill and the desire to reconnect with nature.
According to attention restoration theory, nature can help restore focus and reduce stress. Ads featuring pleasant nature scenes can easily evoke positive emotions and lead to better memory recall compared to other types of visuals. This implies that you should also incorporate natural visual elements into your ads.
Include elements of nature in your brand voice
Since our minds tend to respond positively to anything associated with nature, we can play with semantics and use nature-related words for greater impact. Like Green Packet, a Malaysian-based tech company that allows you to manage finances in “a natural way,” for example. Or how your course helps the learner master the ability to “sell naturally.”
The word natural often stands in for simplicity. Some brands even build their entire branding around natural elements, even if they don’t have much to do with nature. You can still name a feature, a course “level,” or a new product line after it. Even partnering with like-minded businesses can spread awareness more effectively than paid ads.
Ultimately, marketers can effectively label a product as “natural,” regardless of the core of their business. The key is to leverage the “all-natural” bias with integrity, aligning your message with genuine brand values and avoiding claims that could mislead consumers. Do it right, and you’ll definitely benefit from it!
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