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The word “organic” is usually used in the context of food. However, innovation coupled with technology creates an unexpected twist. A consumer has a chance to purchase anything from building materials to clothes made out of organic raw materials. The consumption habits and attitudes are shifting towards sustainability and eco-friendliness giving a clear understanding that “green” world is one of the demanded future scenarios and prosperous trends.
The new era of
The development of new trends usually goes along with the demographic changes and behavioral patterns of consumers. The Organic Trade Association claims that the rise of organic products consumption is driven by the domination of Millennials. Currently, this social group accounts for 50% of the market. These consumers of 18-34 years old revolutionize the concept of eating and change dieting habits. Millennials do not only give priority to vegetables but also carefully evaluate what they eat. Quality, health benefits, and honesty are the major elements that can interest Millennials, and 71% would choose more organic or quality products for the same price. Focus on this social group becomes a true market trend and can bring “organic food industry” to an entirely new level. Moreover, this social segment is influencing the next generations to be even more aware of the well-being values and spill the organic feature beyond the food.
Organic logistics and energy:
fail or survive?
Arising demands of organic food market not only revolutionize its structure but also alter the working principles of the supply chain. In response to this trend, C.H. Robinson established a separate unit specializing in delivery and supply of organic produce. According to new transportation rules, the products have to be stored in separate boxes and recorded properly while applying effective warehouse management system. This development of this trend will lead to a rise of farming business and require governmental authorities establish sufficient marking policies to ensure an exceptional quality of organic products.
When taking organic materials out of the box even further, the market is highly linked to the production of renewable energy. For example, Flanders extracts 60% of the energy out of biomass and organic waste. Meanwhile, other manufacturers consider anaerobic digestion and pyrolysis as key chemical processes that can turn bio-waste into bio-oil, natural gas, and jet fuel. In 2018, Qantas Airlines Limited already utilized a 10% blended fuel out of mustard seeds to make a flight from LA to Melbourne. Start-ups like GPS Renewables are also on the same page and attempt to resolve the problem of Mumbai’s waste pollution while extracting energy simultaneously. This is only the first step in resolving the issue of food waste, as according to United Nations, 1/3 of produce wasted (1.3 billion tons) causes a release of methane and damages environment. Thus, the organic market seems to have opportunities that are hard to imagine being a reality, but this plethora of possible innovations and business ideas gives a true outline of the potential sustainable future scenario for the global production and the world.
Organic clothing is now a trend. Synergy Organic Clothing uses ethical and eco-friendly materials to create its products. It currently has a vast range of clothing from men and women’s outerwear to accessories. Thought promotes a similar concept but uses hemp and bamboo as major raw materials. Sustainability is the key value of both companies, and their offers are highly attractive to Millennials. Global clothing companies like Timberland, American Apparel, and Topshop dictate this trend. Only in U.S. organic fiber revenues reached $521 million with 10.4% growth rate, and this high demand will revolutionize the key concepts of fast-fashion industry and highlight the significance of recycling.
The organic industry also intervenes in home design. Viesso introduces the concept of 100% natural and eco-friendly furniture. Using entirely natural materials entirely complies with its concept “healthy planet – healthy home” and brings a “green” trend closer to consumers. Frank Wright, the father of organic architecture, the organic trend to be embedded into infrastructure and buildings. The concept of Organic Homes implies uniting contemporary and futuristic designs with green beauty of nature. This trend is expected to have an even deeper impact on functioning and overall appearance of the cities. Luca Guri Architects created a Persian Gulf Skyline founded on organic idea. It establishes a new concept of infrastructure by allowing people become a part of the sustainable environment and create a novel culture of green admirers. The city is expected to have more than 150,000 residents, where more than half of space is green. Having a vast variety of organic recreational areas, spas, and museums will establish a unique balance between socialization, nature, and wellbeing. According to Fast Company, by 2050, people will start living in organic self-reproducing cities. Apart from automated robotic city kits, biotech researched progressed in using mycelium as a construction material. Cities built from bacteria and fungus are no longer unrealistic future but rather genuine upcoming reality.
Organic Food market is expected to grow by 14% by 2021. This projection is realistic, as, in 2016, 43.7 million hectares were used for organic cultivation, and 2.3 million international producers were responsible for this vast production. The leadership itself was taken by North America and Europe with the combined revenue of 80% from the total share in 2015.
Apart from shops and farmers, in-home production contributed to the substantial development of the organic market. Home gardening became of high popularity in the United States, and the average size of American garden accounts for 600 square feet. Australian community also sees home gardening as a beneficial and healthy way to demonstrate their creativity and pursue the desired unity with nature. In 2013, 29% and 39% were growing fruits and vegetables respectively. These numbers are predicted to nurture in future due to active support of the government. For example, it increases the well-being of the nation, and 54% admit that home gardening saves money. Meanwhile, it also promotes harmony with nature and addresses ecological problems simultaneously. “Organic world” seems like a trend that rapidly enters the realm of technology.