Nowadays, all the stakeholders, policy makers, regulators, aircraft designers, producers, operators, etc.) are intensively working on development of the aircraft with full electric and hybrid propulsion systems. However, the technical, technological constrains (like limit on accumulator energy density) require introducing a new approach to conceptual design of such aircraft. The new methods is based on energy and mass balance evaluation. This paper analyses the identified constrains; integrates the energy and mass balance equations into the preliminary definition and calculations of the aircraft performance. By this way, the technological constrains might be transferred into the limitation on the aircraft energy and mass breakdown, that initiates a new approach to aircraft conceptual design uses the knowledge based multidisciplinary optimization. The paper describes the developed methodology for conceptual design of aircraft. It show results of implementing this new development philosophy to conceptual design of a four-seat small electric/hybrid aircraft and a special hybrid cargo UAV. The discussion of the results including got by using the emerging and enabling new technologies and new methods and solutions (including for example distributed propulsion system, unconventional forms, morphing, biomimics, etc.), demonstrates the possible implementation of the new development philosophy, new approach to aircraft conceptual design.