Digital Natives are one of the fastest growing and most valuable target groups. They are tech-savvy, have technology integrated into their daily life, are in a well-paid job and can be any age – Digital Natives are not all young under 30s! As more and more people around the world become both tech-savvy and well-paid, this target group is naturally on the rise. But what does this mean to industry and retail? What should be invented? Which direction should innovation take in order to meet the Digital Natives’ needs, let’s say, in 2020?