The Paper Bag Myth & Other Consumer Delusions

This may sound like a rant. But, in reality it is another example of how delusional the typical consumer is. I like to say that people in the act of consumption are not intelligent. This is not a reflection on their intellect or education level. It is a reflection on the tunnel-vision that takes over the mind of the consumer when the rationalization process kicks in.
Take for example the paper bag syndrome. Whole Foods, as well as other supermarkets, have adopted the paper bag in order to appeal to the Green Movement and the Save-The-Planet Demographic. What I find interesting is that they did not cut down on how many plastic containers they have in their stores. Thousands of plastic containers filled with cut fruits and veggies. Why? Because those who want paper bags to save the planet don’t want to wash and cut their own vegetables. One thing Marketers have learned well is that consumers have few beliefs that are core. They seek symbols of their beliefs. A paper bag. A metal water bottle. An organic apple. Listen carefully to your consumer. What you think are beliefs are usually just cries for a symbol that will allow them to join the cool group of the day.