Corporate style ‘status marketing’ is in danger of turning organic food and farming into its own antithesis, claims the journalist and film-maker Tom Levitt.

Writing in The Ecologist. Levitt says that the “corporate takeover” of organic has led to its being positioned increasingly as a premium health option. Marketers, he says, have “played on aspiration” turning “organic into the antithesis of its original goal: an elitist consumer choice”

Levitt warns that corporate marketing tactic of “playing to ‘extrinsic’ anxieties about health, security and status” actually discourages socially and environmentally responsible behaviour — even if it persuades them to buy ‘greener’ products in the short term. He writes: “Consumers may buy organic produce without ever taking onboard the wider issues the organic movement cares about.”

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About the Author

Jim Manson

Jim Manson is Editor-In-Chief of Diversified Communication UK's natural and organic publishing portfolio. He’s written widely on environment and development issues for specialist magazines and national media, including the Financial Times, The Guardian, The Times, Time Out and World Bank Urban Age.

Articles by Jim Manson
Jim Manson
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