(Archive) Neo Nature

Greenwashing

In times of an ecological crisis, it is important to be critical of green claims that companies are transferring towards the public. Neo Nature addresses how “nature” is used to market a product. While many companies are trying to reduce their ecological footprint others use it as a marketing tool to give the consumer the impression that the company/product is sustainable while in reality, it is not. Visual images became a marketing tool to promote and convey the notion of “green” and “sustainable”. We can see this trend in the marketing of bathroom products. Here we can see the representation of nature, among other things, through the leaf motif on products.

Neo Nature

In my project, I reflected on this “green” marketing of bathroom products. With products that were found in different bathrooms, such as shampoo, face wash, etc. I created a database. Using the leaf motifs of these products I created multiple bathroom situations where these leaves came to life. In this way, I created a new nature that surrounds us in our everyday life, Neo Nature.