A term without content, yet effective

Naturalness, though increasingly evoked, is associated with extremely disparate offers or aspirations: from natural products to a renewed lifestyle, without generally being more precise about what is proposed or expected. It is therefore a buzzword in which everyone can find themselves. It thus mobilizes emotions and affects, and is adorned with positive, empowering values. In this sense, it could be called a "performative" term. However, if the meaning of this term seems obvious to everyone, no one can easily define it, let alone agree on a single definition.