As locavores and eco-enthusiasts become an ever-growing target market, the origin of the goods that we consume becomes an important marketing tool. To address this reality, ceramicists at Atelier, Netherlands have produced a geotagged line of pottery that correlates each finished piece with its origins.
Resident artists Jurgen Bey and Rianne Makkink came up with the idea in order to promote the artisans from the Noordoostpolder region of the Netherlands.
Implications - There's been a conscious effort among consumers to return to a more naturalistic lifestyle in response to the recent boom of technology. As such, corporations that advertise their wares as organic and environmentally friendly are likely to attract consumers more so than generic products by competitors.
Why This Trend Is Growing
- Geotagging
- The use of location-based codes in products could appeal to consumers seeking traceability and transparency in production.
- Locally-sourced Goods
- Consumers are increasingly interested in supporting local businesses and knowing the origin of the products they buy, creating opportunities for artisans and small businesses.
- Artisanal Marketing
- Highlighting the craftsmanship and expertise of artisans can be a unique selling point in marketing and differentiating products from mass-produced alternatives.
Industries Being Reshaped
- Ceramics
- Geotagging ceramics or other artisanal products can appeal to consumers seeking unique and traceable home decor.
- Local Agriculture
- Similar geotagging concepts could be applied to locally-grown produce or other agricultural products, appealing to consumers who prioritize supporting regional farms and farmers.
- Craft Markets
- Craft markets and fairs could capitalize on consumers' growing interest in artisanal products by promoting the origin and history of each vendor's wares.
