Unfortunately these are just 11 of the meaningless words/phrases used to manipulate consumers’ trusting nature. Recommend more if you think they’re as important to criticize!
11. Quality
This is now the equivalent of saying “It exists.” There is no spectrum of quality so anyone can make this claim to represent a product that is final and presentable. Falling for this tactic and believing it represents anything more than mediocrity is a mistake.
10. Premium
Like “quality” this word possibly formerly represented a product distinct from others of its kind. But at this point there is no luster or qualification left for it to invoke and no organization guarantees it.
9. Original
This is used to convince us that a product is time-tested and “classic” in a sense. Somehow this is meant to produce nostalgia or a reassurance that we’ll like it. Nope, thats not the case since most food products have been modified to taste like their former selves while using cheaper ingredients.
8. Good source of vitamins
If pop tarts have it, likely it’s not a good thing. It’s not good for your health, your kids’ health, or your conscious. Don’t be fooled for a second.
7. Free
Another straight forward one. If you are paying for it, it is not free. It doesn’t matter what the packaging says, you are paying for that extra 25%, additional razor blade, coupon, contest entry, etc.
6. Nerd
What does this mean now? I’m sure when Dr. Suess coined the word he was not intending its current use, or any use for that matter. Its a word formerly reserved for a group of proud intelligent people simultaneously stigmatized for their distinguishing features; ie. pocket protectors, taped glasses, suspenders, plaid short-sleeve button-ups. Now its not only marketed as a computer service but assigned to groups benignly enthusiastic about fitness, dog breeds, and beer.
5. Coffee
This is actually a whole category. Lets take Colombian and Arabica to start. They usually mean the same thing since only Arabica coffee is grown in Colombia. I’m no connoisseur but words like intense, bold, rich, complex, and velvety are lost on me. Maybe someone can distinguish these varieties but for most people dark, blonde, and decaf will suffice to make our decisions.
4. Additive-free
That doesn’t matter so much if the actual product is rubbish. Maybe they should have added a few things to make their products edible. Additionally if they’re making claims like “antibiotic-free” how do we know that’s a good thing? Again, I’m not a veterinarian but antibiotics are revolutionary and should be used in most cases.
3. Fresh (baked, brewed, made, cooked, etc.)
When a sealed bag of potato chips baked a month ago says “Freshly baked,” who can you trust? Is this a complete lie or do marketers really consider that fresh? Can this now represent any and all produce? There are degrees of freshness but that is ignored and avoided.
2. Natural
There are so many issues with this but the biggest is that we have lost track of what “natural” is. Are we talking about biologically natural? No longer viable. Natural for our bodies? Impossible in a post-hunter-gatherer society. Natural for the environment? The human population size has made this a fantasy.
Let this video serve as an example of how unsubstantial this word has become.
There are multiple lawsuits pending between the FDA and products advertised as “natural” while having chemical preservatives and processed inputs. (American Spirit, Stevia, The Honest Company to name a few)
Even terms like “free range” and “cage free” are now loaded with the “natural” connotation since they can be applied to chickens who share a 10x10ft. “range” with hundreds of other chickens. That’s worse than calling Guantanamo Bay a “free range.”
“Natural” is a clear winner with consumer preference. People are 4x more likely to buy “natural” over “organic” despite the fact that it’s a claim almost anyone can make. “Natural” meat products don’t even require animals to be hormone or additive free. The product must explicitly say those things in order to be enforced.
#1. GLUTEN-FREE
Okay, I know you’re thinking, “that is an extremely important designation for people who need to avoid gluten!” It is. I grant that and furthermore it’s the latest health trend and has some reliable results for losing weight and feeling healthier. But bacon has always been gluten-free. It’s still not “healthy” for you like Hatfield wants you to believe.
For the record because this may need to be said: GLUTEN EXISTS NATURALLY IN WHEAT, BARLEY, AND RYE. And that means it only exists in processed foods of that sort; bread, pasta, crackers, some beers etc. If something is not one of those things, don’t worry about it having gluten.
Yes, celiacs disease is serious. Yes, living with that disease has gotten much more manageable as food companies produce more gluten-free food.
But THIS IS THE POINT: create valuable products, don’t “add value” to harmful products.
Why we should all be concerned:
A sucker is born every minute but that’s no longer understood exclusively by carnivals. The sentiment is on shelves tricking unsuspecting shoppers.
If consumers continue to be influenced by packaging we give content writers the low ambition of selling mediocre products derived from harmful supply chains.
The FDA is not keeping up with the lies written on products. Unethical companies are able to snake around in policy gaps. At this point the FDA considers some High Fructose Corn Syrup “Natural.” This means “fruit juice” can be made with no fruit and insanely unhealthy foods are marketed as “healthy.”
What we can do:
Few of us wish to be rich for the sake of amounting sums. We most often pursue wealth to gain liberty over how we expend effort, help others, and pass our time.
The tasks of clothing and feeding ourselves are no longer matters of survival.
When you have the privilege of choice, you have the responsibility of discernment.
By demanding more substance from the products, brands, and enterprises who clothe, feed, and entertain us we can be the market that changes the world. America is a world influencer because of its companies. The companies serve the consumer. So really, it does matter what you buy. A market trend is beginning but it must continue to end corporate avarice and exploitation.
Buy local, support B-Corps, demand transparency.
Show some ❤ and check in next week for more. Email me at T.Johnson240@gmail.com to get my posts directly.
