The term 'crunchy granola' has been shortened to crunchy, a term used to describe people who willingly alter their lifestyle to make less of an impact on the environment. It's crunchy to give up your car for a bike, or to use mesh companies or to become vegan.
I wonder what happens if we broaden the term to describe someone who changes their lifestyle for a job or a brand or a passion? "Eric is getting really crunchy about his job at Microsoft... he even gave up his iPad." Or perhaps, "Cheryl is crunchy about Vuitton... it's all she wears."
Does success for you depend on creating crunchiness among your customers and fans?