Nature is a terrific marketing tool and corporations know this. When having to choose between eighteen different types of condoms, I am intuitively drawn towards the one with the word ‘natural’ on the packaging, thereby omitting the contradictory fact that condom-use in itself can hardly be called natural.
But who cares? Marketing nature is not about nature as much as it is about enforcing certain qualities of products in the minds of consumers. Somehow the natural reference provides us with a familiar feeling of recognition and trust. 'Nature' is perhaps the most successful product of our time.