Natively was born from the need for businesses to adapt to the changing demands of the consumer landscape they see today. It might seem obvious, but the nuances and layers of business and startup marketing go far beyond technology and simple self-promotion. As a digital native, founder Lydia Nicoll understands that on one hand, today’s consumers, especially of younger generations, are smarter and savvier than ever. Gimmicks and tricks and clickbait are a faster way to lose potential customers than to actually gain them making it more imperative than ever for companies to level with their audiences. Digital natives, or those who were raised in the computer and internet era, are quickly growing in purchasing power, making them a demographic that can’t be ignored.