Thoughtlessness is out, seeking the good life is in. Although it sounds like a passing trend, this is only true to a certain extent. If anything, this change of heart on the part of so many is rooted in a strong yearning for old-style quality of life.

Good living is modern.
And it’s about time, too.

Long ago, it was called idling when you spent balmy summer afternoons swinging in a hammock and enjoy- ing doing nothing. Back then idling was frowned upon. If you had time, you had nothing to do. And if you didn’t have anything to do, you weren’t important. That has changed, and people see things differently now.

Believe it or not, the trend towards organic products plays a major role in this new way of thinking. Animals are reared naturally. Bread dough allowed to prove slowly and seeds germinate in their own good time. The organic boom has been gathering momentum for some years, and celebrates the virtues of slowness. Society has embraced the good life, whereas before “eco and muesli freaks” were an object of amusement. Advocating a sustainable way of life today is less a matter of politics and more of a philosophy. Lots of people who enjoy the taste of organically farmed dirty carrots, love eggs laid by happy hens and don’t always need meat in their sausages eventually discover something else: a new feeling (of responsibility) with regard to their personal life, and also the environment.

The organic sector meets this growing demand with an appropriate supply. Nowadays, the shelves of conventional supermarkets are stocked like their organic opposite numbers with products that a few years ago could only be found in specialist organic stores or the nearby farm. Another noticeable trend is that consumers are attaching growing importance to the subject of buying locally. So an increasingly important role is ascribed to the origin of products in general. The food industry and retailers must take into account this development in consumers’ needs.

In the digital age, maximum transparency can be achieved by food tracking. For instance, a QR code on the packaging reveals the product’s journey back to the original producer. The product’s origins can therefore be clearly established. The organic trend is also responsible for innovations on the conventional market. For instance, 10 years ago the Follow sh movement ensured the seamless traceability and transparency of sh products, and at the same time gave back a human face to the producers. So, to some extent the vision of changing the world through consumerism has become reality. It is alright for shopping to be an experience.

Fashion produced according to eco and socially acceptable premises can be found with growing frequency in so-called concept stores. Organic stores resemble oases of well-being, so besides typical organic products, they also often stock daily necessities like fruit and vegetables, dairy produce and fresh bread. And especially in large cities, organic supermarkets with a wide selection of products support us in our pursuit of a sustainable way of life. Even the cosmetic industry reflects consumer behaviour with its range of organic cosmetics. Natural ingredients and products in organic quality have also become an important aspect – not only in the relevant stores, but also at the hairdresser’s and in beauty parlours.

In many cases, people just lack the time not only to enjoy the good life, but to do so at their leisure. Just by having your weekly organic food box delivered to you can make a difference. You can order it online in the real world. Incidentally, this also applies to shopping organically in general, because nearly all larger organic food supermarkets communicate online with their customers and are thus accessible 24/7, 365 days of the year. And once delivered, perhaps taking the time to savour the contents will come naturally.