DINER is an insight-driven digest about NEWNESS that tracks the latest ideas, innovations, and trends from inedit consumer tribes.


Because everything ‘NEW’ is the holy grail of marketers, let’s think about what is behind the concept of NEWNESS. As of today, progress is increasingly challenged by “go ahead” and “go back”, but NEWNESS persists throughout. It helps fight inertia, be in the spotlight, and inspirations & create dreams.

It stretches across the latest evolutions of consumers around the globe and the breakthroughs of marketers in order to empower and reconcile both sides. This month, we will explore the birth of the Ecological Natives.


Environmental awareness is part of the daily routine for young generations, and a fundamental prerequisite for their shopping behavior. Born during the 90’s, this is a generation with a positive and active vision for ecology and materialism, who look forward to a society that will ban wasteful practices and encourage models that have a positive impact on the environment.


Embrace the ecological natives’ key concepts for a cleaner future:

Waste-reduction: waste recycling programs are mandatory

True materialism: the respect of materials in an effort to focus on the essentials

Hyper-ecology: a shift towards eco-conscious models, for example making organics accessible, by including science and technology into the conversation.


The Ecological Natives want industries, brands, and individuals to put the looming crises of mass extinction of life before business and production concerns.


Adopt ecological practice as a way of life and not as a future challenge for your company. “What’s the point of travelling by bicycle, when you work for a company that accelerates the effects of global warming?”.


For this generation, Technology and ecology can go hand-in-hand. In fact, the success of the movement can be traced back to the use of social media to advocate for environmental conservation.


Think about new influencers that endorsed the promotion of brands and products to accelerate the ecological shift. A successful one, Laura Wells is an environmentalist slash model.

What are some of the most thought-provoking and impactful initiatives for the Ecological Natives from 2018?


Drunk Elephant, founded by Tiffany Masterson, who wanted a clean break from toxins and the ‘Suspicious 6’ (essential oils, drying alcohols, silicones, chemical screens, fragrance/dyes and SLS), Drunk Elephant has created a whole new category in the beauty space: ‘Clean-Clinical’.


“I recently got the Drunk Elephant C-Firma Day Serum and not one but TWO people have told me I’m glowing today. Dang!” (Into The Gloss)


“More than three full months into my Drunk Elephant routine, my skin is free of breakouts, visibly brighter in tone, and noticeably smoother.” (Elle UK)


IKEA is working to reduce ocean-bound plastics

In collaboration with NextWave Plastics, Ikea has launched numerous initiatives to reduce its plastic consumption. While the company already had put in place eco friendly initiatives, by joining NextWave Plastics they pledge to share their findings and encourage a conversation around eco-production.


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