Natural investigates one deceptively simple word: “natural.”

Alan Levinovitz argues that modern society often treats natural as if it automatically means good, healthy, morally correct, environmentally friendly or socially desirable. His central argument is that this assumption is not as objective or scientific as it appears. Instead, he describes the tendency to treat Nature as an unquestionable source of moral authority as resembling a form of modern religious faith.

The book asks a fascinating question:

Why do we assume that something is better simply because it is natural?

Levinovitz examines how this assumption affects everyday consumer decisions, medicine, parenting, sexuality, sports, environmentalism, economics and political ideas.