Millennial Garden Research
To have a robust understanding of what Millennials want when it comes to their garden and outdoor plants. Specifically to know how they are searching, what they are looking for, what do they want, and where are they finding outdoor plants? As well, to understand how important outdoor and garden design is to them.
- For the purposes of our research, we are defining Millennials as anyone born between 1981 and 1996, which would make them between the ages of 23 to 38 in 2019.
- Today’s Millennials want to grow their own ingredients for making teas, cocktails, beer, medicines and organic foods. According to a North American survey, the 18-34-year-old demographic is being drawn more and more to gardening as a hobby.
- “Millennials are at a life stage where they are just renting a house or buying a flat, and investing in plants for their homes. It aligns with their climate change discourse and is also Instagram-worthy,” says Siddhant Bhalinge, 28, the founder of Ugaoo, an online plant nursery from Pune, India. Bhalinge goes on to say that “At times, it is a statement about their environmental consciousness, at other times, it is a means to relieve stress."
- 2018 gardening data showed that 77% of American households participate in some form of gardening, and of that group, 29% are millennials. "Millennials are indeed the new gardening generation, and they’re embracing it with passion."
- "Plant parent" is a term Millennials use to describe themselves. Houseplants have had sales doubling over the past three years driven by Millennial purchases, according to figures by National Gardening Association.
- Most Millennials prefer to get their gardening information through physical activities like workshops and hands-on participation, instead of lectures or listening to online training, according to research by Virginia Tech Cooperative Extension.
- Millennials have been dubbed the “wellness generation” by Sanford Health. Millennials appreciate that plants improve air quality, lighten moods and help creative thinking.
- Is it possible for a plant to be trending like the Fiddle Leaf Fig tree is? Succulents have taken over as the "trendiest" plant amongst millennials. Why? They're hardy, low maintenance and have that modern, angular look many Millennials prefer.
- "Indoor plants sales are booming as a result of urbanization, interior design trends and millennials’ desire to have something to nurture and care for."
- As 2020 looms on the horizon, gardening and plant parenthood is a huge culture on Instagram especially amongst a younger audience, with some people becoming plant influencers full-time. In fact, here are the top 10 plants selling out due to Millennial Instagram gardeners. They are the Rubber Plant, the String of Pearls, String of Hearts, False Shamrock, Hedge Cactus, Boston Fern, Devil's Ivy, Chinese Monkey Plant, Princess Blue, and at number one, the Swiss Chees Plant.
- In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address the stated goals.
Summary Of Our Early Findings Relevant To The Goals
- Our first hour of research was spent ensuring that there was enough publicly available data to answer all the questions, which we ascertained there was. We were also able to provide many facts and statistics surrounding the questions asked.
- As the geographic focus was not provided to us, we assumed a global focus. If a more targeted approach is desired, for example, the United States, this would have to be clearly communicated to us in any reply.
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