Build For Tomorrow

How Natural Is "Natural"?

Mar 26, 2020
Sajid Sadi, SVP of research at Samsung Research America who leads product and innovation teams, and Alan Levinowitz, associate professor of religion who studies cultural ideas of naturalness. They trace the ice trade vs early refrigerators, how 'natural' became a trust shortcut, marketing battles, the rise of mechanical cooling, and how companies balance incremental fixes with radical innovation.
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ANECDOTE

Boston Merchant Shipped Ice To India And Created Demand

  • Frederick Tudor shipped 180 tons of New England ice to India in 1833 and lost roughly 55 tons en route, plus more during transfer and storage.
  • Tudor insulated ships with wood and bark and even gave away ice in southern bars to create demand.
INSIGHT

Natural Label Used As Health Assurance For Ice

  • Natural ice merchants claimed their product was purer and 'practically sterile' after weeks in ice houses to exploit trust in nature.
  • Those claims leveraged weak germ science and a cultural preference for 'natural' over manufactured goods.
INSIGHT

Natural Preference Is A Heuristic For Risky Change

  • Alan Levinowitz explains preference for 'natural' is a decision heuristic when new technologies seem risky and complex.
  • People simplify ambiguous tradeoffs into a binary: natural equals safe, artificial equals risky, even if inaccurate.
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