Michael Pollan (2001) describes “the true natural”, meaning ‘a committed, activist consumer. True naturals are the people on whom the organic food industry has been built,’ he says, ‘the outwardly directed, socially conscious consumers devoted to the proposition of “better food for a better planet.” But while their numbers are growing – true naturals now represent about 10 percent of the U.S. food market, as a large proportion of Gen X’ers join their ranks – the future of organic…lies with a considerably larger group of more affluent consumers called the “health seekers”…who today represent about a quarter of the market, [and who] are less “extrinsic” – that is, more interested in their own health than that of the planet.’

This was written in a review of Anthony Giddens’ The Politics of Climate Change (Polity Press) by The Economist 11th April 2009, p79: ‘If consumers are to be successfully encouraged to change their environmental habits then eco-warriors must alter their relentlessly downbeat message and offer a happy future to look forward to rather than a bleak one to avoid.’


Michael Pollan, ‘Naturally’, New York Times Magazine 13 May 2001.