Abstract:

This paper will touch on the following topics: the 'new consumer', how key trends in society, new cultural landscapes, and new ethics are interconnected and how they reflect the consumer's values, needs and expectations towards products, environments, brands, brand language and 'quality' in its broadest sense; how the needs, values, trends and expectations of the 'new consumer' refer directly or indirectly, to 'nature' and to 'natural elements' ; what meanings and contents are attributed to the 'natural dimension' today; and the challenges faced by industry.