« Green Is The New Sexy » is a trend report about the growing topic of « green & sustainable ». Our objective is to decipher the different territories of sustainability that might be expressed in your business tomorrow. Our in-depth documentary research covers the period from January 2019 to February 2020 and concerns Europe, North America and Asia, in sectors such as fashion, beauty, retail & architecture, food and mobility. - CONTENTS - INTRODUCTION METHODOLOGY FOREWORD PART. 1 . MEGATRENDS & INSIGHTS ANALYSIS A prospective analysis of new green & sustainability values with a selection of megatrends that bring to life the way in which expressions of sustainability will evolve in years to come > Objective : Understand society’s new relationship to nature and sustainability PART. 2 . EXPRESSION TERRITORIES Defining expressions of sustainability relevant for brands illustrated through socio trends, products, retail concepts and creative inspiration. > Objective : Have a grid that analyzes the different expressions of sustainability and identify emerging expressions that brands could pre-empt and target on their markets

1. Green Is The New Sexy l February 2020
Green Is The New Sexy
February 2020
Vitamin

2. Green Is The New Sexy l February 2020
- Consumer & Trend Intelligence -
Vitamin is an independent consultancy specializing on experience and
browsing the world to find out the most emerging trends and nourish
innovation strategies.
Vitamin

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INNOVATION
STRATEGIES
BUILD BRAND
STRATEGIES
1 2 3
DECIPHER SOCIO-
CULTURAL &
CONSUMPTION
TRENDS
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Strategy consulting: We deliver a tailored forward-looking approach to help you
developing strategic insights and identifying relevant marketing and consumer
trends to your business.
Insights research : We do primary qualitative research through one-to-one
interviews with consumers and/or experts.
Retail safaris : We set up exploratory store concept tours for our clients to get a
complete overview of the most disruptive concepts.
Editorial content : We turn marketing and consumer trends into editorial
content, bringing an in-depth analysis about specific topics. Formats differ
according to your needs.
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that are regularly updated with the latest hotspots not to be missed.
Conferences : As keynote speakers, we deliver public conferences to give
audiences new perspectives on a business category, a generation of consumers
or a more specific topic.

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Our references

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CONTENTS
INTRODUCTION
METHODOLOGY
FOREWORD
PART. 1 . MEGATRENDS & INSIGHTS ANALYSIS
A prospective analysis of new green & sustainability values with a selection of megatrends that
bring to life the way in which expressions of sustainability will evolve in years to come
> Objective : Understand society’s new relationship to nature and sustainability
PART. 2 . EXPRESSION TERRITORIES
Defining expressions of sustainability relevant for brands illustrated through socio trends,
products, retail concepts and creative inspiration.
> Objective : Have a grid that analyzes the different expressions of sustainability and identify
emerging expressions that brands could pre-empt and target on their markets
.

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MACRO TRENDS
2

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THE NEW MINDFUL CONSUMER
Consumers make sustainability a priority
92% claim to be trying to
live more sustainably
89% care personally about
protecting the planet
54% think they could
probably do more
79% are increasingly
conscious of their personal
impact on the planet
57% know it’s important to
preserve the planet for future
generations
Source : Study by J.Walter Thomson Intelligence “The New Sustainability : Regeneration”, 2018

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7
The New Retail l Juillet 2018
RECONNECTION TO NATURE
Facing urban centers that are becoming more crowded day by
day, an opposite movement is gaining momentum: the need
for urbanites to get closer to nature, also considered as a way
to live better in the city itself.
Urban gardens and vertical farms, outdoor activities, vegetal
decorations in home interiors, outdoor apparel on fashion
podiums... While tech and scientific progress is flourishing, we
experience a string return to nature, be it inside or outside the
home.
Consumers are also leaving cities and indoor atmospheres to
taste a bit of wildlife. Looking for green spaces and natural
landscapes is a way for people to escape their polluted,
oppressive urban routines and create a new form of
reconnection with their planet as well as a more essential,
simple way of life.

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7
The New Retail l Juillet 2018
Over 3/4 of US adults rate contact with nature as
“very or extremely important” for their physical health
and emotional outlook.
More than 50% of adults in the USA report spending
five hours or less in nature each week, and most are
satisfied with this minimal amount of time. Many
parents and older adults lament that children today are
growing up with limited opportunities to experience
nature.
Source : The Nature of Americans National Report: Disconnection and
Recommendations for Reconnection, April 2017

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EXPRESSION
TERRITORIES
3

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AUGMENTED NATURE
3
Science / Technology / Hydroponics /
Lab-grown / Emotional connections /
Performance / Cryonics

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TEAMLAB BORDERLESS, JAPAN
Immersion in digital flowers
VALENTINO VETTORI, ITALY
Realities of climate change in VR
« BETTER NATURE », UK
feel emotional about technology and nature
during anthropocene
AUGMENTED NATURE
Society & Lifestyle CONTROL NATURE

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KAIKU, UK
Plants turned into powdered paint pigments
MEYDAN LEVY, ISRAEL
4D-printed artificial fruit filled with nutrients
SPIRA, GERMANY
Machine allowing to grow
one’s own algae for food
AUGMENTED NATURE
Product CONTROL NATURE

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Retail
IKEA x TOM DIXON, SWEDEN & UK
Indoor tech farm boasting 4,000+ plants, growth-
boosting LED lighting, aeroponic technology
SUPERFLUX, SINGAPORE
Typical home in 2219 : homemade hunting tools,
snorkelling equipment, mini hydroponic farm
SINGAPORE AIRLINES x AEROFARMS
In-flight menu of hyper-fresh ingredients
grown at a hydroponic garden near the airport
AUGMENTED NATURE
CONTROL NATURE

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Colors & materials
holographic effects – metallic pigments – fantasy – arty – radiance - irridescence
AUGMENTED NATURE
CONTROL NATURE

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Contacts:
Email : roxanebache@vitamin-consulting.com
Tel : +33(6).02.60.13.02
Website : www.vitamin-consulting.com