The products in the fourth category don’t necessarily provide the consumer with a natural feeling. Their biomimicmarketing revolves around the claim to be ‘friendly towards nature’. Typically, the claim is made in comparison with other, ‘less friendly’ products of competing brands. Think for instance of the Toyota ECO sports utility vehicle (SUV), which is less polluting than an average SUV, the Hybrid Hummer, or the Honda Diesel i-CTDI, which is shown in a commercial with singing flowers, birds and rabbits that dance around the engine and welcome it in there environment because it is a little less polluting than the stinky bad diesel engines from the competition.
Green electricity is another obvious example. Although electricity itself is not associated with nature, the label green is added because a certain percentage of the electricity is created from renewable resources. (Interestingly enough energy companies aren’t really able to separate the green electricity from the gray electricity within their power grid. So when you switch to green electricity, you will still have the same electrons running through your house. The idea of greenness is purely based on the promise made by the energy company to balance the percentage of electricity created from renewable sources with the percentage of clients buying the green electricity product.)