“Trends serve to help reconnect consumers with the natural world”
The future for gardening looks joyful, and connecting with Mother Nature just may be the saving grace of the planet. This bold prediction comes from Garden Media Group’s “2019 Garden Trends Report: Rooted Together—ReconnectingT with the Natural World.”
The 18th annual report dives deep into the fundamental relationship people have with nature and how banding together is the best defense to protect Earth. The report introduces eight industry trends that garden centers and consumers alike can utilize for years to come. Today’s society is moving from me to she—from self-care to caring for Mother Nature. Nurturing the planet in turn becomes an oasis for our mental and physical health. The next generation is setting the pace in care for nature and plants.
“We are finding joy in nature to achieve peace and purpose,” says Katie Dubow, creative director at the trend-spotting firm. “Our 2019 Garden Trends report showcases trends in design, color and technology that will strengthen our relationship with Mother Nature.”
Florists, garden centers and nurseries can use these trends to attract new consumers. Knowing what trends are leading the green industry enables businesses to stay on top of what customers want in their living rooms and boardrooms, as well as their gardens and outdoor spaces.
“For the floral industry, reconnecting with nature means a boom in the sale of indoor plants and using more natural objects in design,” says Dubow. “Bringing the outdoors inside is going to drive sales, especially with millennials.” Here’s a snapshot of five of the eight trends in the report, which is available for free download in its entirety at grow.gardenmediagroup.com /2019-garden-trends-report.
1. Indoor Generation
Ninety percent of people spend nearly 22 hours a day inside—creating a noticeable lack in sunlight and fresh air. Children spend, on average, less than one hour per day outside. Since getting outdoors more often is not always an option, we can bring the outside in with houseplants. The O2 for You line of plants from Costa Farms, will help clean indoor air, so you can breathe fresh air inside. “This is a great campaign for the floral industry to adopt,” suggests Dubow.
The connection to and nurturing of houseplants has created a whole new generation of plant parents. Millennials are finding out houseplants are more than just plants—they are collecting them, nurturing them and sharing photos of their “loves” on social media. In addition, a series of infographics from the National Initiative for Consumer Horticulture (NICH) shows all the health and wellness benefits of having live plants indoors.
2. Screen Age
In order to cultivate the next outdoor generation, it’s our duty to be aware of habits with screen time. It’s not a shock that we are addicted to technology. Turning off the blue lights, spending less time in front of the TV, putting down our phone and tuning into Mother Nature will make a world of difference.
Prune screen time, and plant the seed of creativity in the garden. Get children excited about growing new foods right in their own yard. Plant compact and thornless berry bushes, such as the “Bushel and Berry Collection” from Star Roses and Plants, outside your door for a fun snack.
3. Moon Struck
Our connection with the moon taps into our desire to tune in with nature. For ages, gardeners have turned toward the moon for advice on the best time to plant, prune and harvest. Legend has it that the phases of the moon even affect plant growth.
Moon gardens shine at night with flowers in hues of white and silver blue that will reflect the moonlight and glow. White Muscari, Bulb.com’s “2019 Bulb of the Year,” is the perfect match for this celestial trend. Add insect-repelling plants and night-blooming flowers to enable consumers to enjoy their gardens at all hours.
Offering moon flowers or floral designs in different shades of “moon glow” white will feed into this trend.
4. Get Minted
Mint is the color of 2019. People will be refreshed by the soft neutral color, which harmonizes science and technology with plant life and nature. It drives us away from ultrafeminine hues such as millennial pink to more gender-neutral colors.
Mint is especially no stranger to gardeners. The ancient herb translates over to food with its healing benefits, improving gut health and aiding in digestion. Plus, it’s a great pollinator plant for bees and butterflies.
5. Golden Hearts
There’s a big movement happening to give Mother Nature a lending hand. Called the “new environmentalists,” these young people have hit a breaking point.
They are more involved through volunteering. We are at the highest volunteer rate in the last 40 years. From the “Million Pollinator Garden Challenge,” and the partnership with Microsoft, FFA and the Collegiate Plant Initiative, Gen Z is becoming more hands on.
“One of the first times a young adult cares for a houseplant is in college,” says Dubow. “The floral industry can tap into the Collegiate Plant Initiative, a group of volunteers connecting students with plants and flowers, and make houseplants a back-to-school staple.” Helping connect a new generation with the benefits of living with/in nature and tapping into their desire to do what is right for planet Earth is a great strategy to build customers for life.
Garden Media Group, celebrating 30 years, ignites buzz for clients, offers innovative public relations campaigns and secures top media placements and partnerships. The boutique PR and marketing firm is known as the best in the home, garden, horticulture, outdoor living, and lawn and landscape industries. The annual “Garden Trends Report” is one of the most published garden studies in trade and consumer news.