Big Companies have coopted the language of small business
Every since I heard an ad for Amazon's music streaming app, I've been thinking about the real meaning of words. I mean, really. Amazon 'hand curates' your playlist?... or Busch makes craft beer (they have purchased some companies that used to make craft beer)...and Estee Lauder doesn't make niche anything (they own the Jo Malone and Le Labo brands).
As a maker of products in actual small batches I find myself surprisingly resentful that the multinationals refer to their products as niche, or small batch... hand crafted and branded as locally made.
As a SMALL business owner who relies on words to communicate what Alchemy is all about; I think it would be great if we all understood words to mean the same thing. That natural means the product is made with materials actually found in nature. And that SMALL actually means made by a small (sometimes very small) company, not a ginormous conglomerate.
Consumers have a craving for authenticity and nostalgia; in fact the movement toward local, and real is cutting into the profit margins of BIG, which is why the BIGs are branding products as niche and small batch and authentic. They spend a LOT of money selling that story.
The authenticity is probably more authentic if you're purchasing from a closely held (SMALL) business, your local perfumer, artist or maker.
BIG Food in 'small' packaging (Artisinal brands that masquerade)
Natural Wellness Brands (like Toms of Maine) owned by BIG