Naturness

Naturness is a concept that denotes the presence or emphasis of natural characteristics in a person, object, space, or experience. It is a blend of the words nature and -ness, used across disciplines to describe alignment with natural processes, materials, or aesthetics. The exact meaning of naturness varies by context but generally connotes authenticity, simplicity, and ecological consideration.

In design and architecture, naturness refers to the use of natural materials such as wood, stone, and textiles, along with organic forms, muted earth tones, ample daylight, and ventilation that connect occupants to the outdoors. In product branding, it signals a commitment to sustainability and products that minimize synthetic additives or processing. In lifestyle and wellness contexts, naturness describes activities and environments that promote a direct experience of nature, mindfulness, and slower rhythms.

Critically, naturness is subjective and can be used variably, which can lead to ambiguity or marketing spin. Critics warn that without clear criteria, the term may function as greenwashing if claims about nature-connectedness are not substantiated.

Related concepts include biophilic design, natural aesthetics, sustainable branding, and authenticity. While not a standardized measurement, naturness remains a useful shorthand for discussions about how nature-informed characteristics are incorporated into objects, spaces, and experiences.