close-up of a green leaf

Marketing Nature

We think of nature as wild, green, vegetated landscapes untouched by human influence and quiet places we need to travel long distances to if we want to escape civilized, urban environments devoid of what is beautiful or spiritual. We assign qualities, values and characteristics to each side – in nature we find purity, beauty, morality, peace, order and balance, while cities are decadent, noisy, hostile, competitive and stressful places. We separate aspects of reality into opposing ideals of nature and culture, creating a duality that exists in our minds as real, but is simply two parts of a greater, whole truth.

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