While a word such as natural seems to sometimes be void of any real meaning -- think greenwashing --, these natural social innovations attempt to give new meaning to an old, and sometimes overused, term. Even if it does seem that every product, from moisturizer to food product, can say they are natural or use natural ingredients without any kind of certification or other type of check or balance, it is also increasingly hard to determine what kinds of products to buy, especially if you want to shop ethically.
From organic zen beverages and educational threads to sustainable dog food, these natural social innovations are businesses that attempt to create and maintain trust between them and the consumer. It's easier said than done, which is why practice and method (not marketing) is at the core of entrepreneurial challenges.
- Gen Z
- Gen Alpha
- Millennial (primary audience)
- Gen X (primary audience)
