An empowering, enlightening day at the Earth Fair!

This past weekend I participated with a local Earth Day fair on behalf of the Full Circle, the organic brand I manage, and I had an enlightening experience. Last year I attended the event as a citizen and was absolutely amazed at the increase in consumer attendance this year given the constant news coverage on the softening economy and consumer’s tightened budgets.

After speaking and interacting with literally hundreds of consumers about Full Circle and affordable, responsible lifestyle practices I had a moment of clarity. Yes consumers’ pockets are tightening, they have less job security and have a burdening sense of frustration but this has resulted in a heightened sense of fulfillment and pride for their efforts to eat well and live responsibly. Consumers feel a sense of empowerment and pleasure they may have previously received from a high paying career or position of authority when they choose to buy organic, all-natural or locally grown products.

More of today’s shoppers feel displaced and are hungry for a sense of belonging, pride and ownership. Organic and all natural brands should position themselves as an empowering, affordable solution and praise consumers for their decision to shop responsibly. Today’s consumers are looking for a bargain but the value of empowering their minds to shop responsibly has a much higher return on the investment.