Millennials: The Growing Generation

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1 Millennials: The Growing Generation Consumer Insight Plant by Packwood Plant-obsessed Millennials are filling their homes with horticulture and inspiring a green-fingered revolution.

2 Geo-Fleur Analysis The Washington Post Research has shown for some time that houseplants make us happier by purifying the air around us they're scientifically proven to release oxygen and absorb carbon dioxide, which can reduce stress levels, boost mood, and increase concentration and productivity. Horticultural lifestyles are now a growing trend for Millennials who are transforming their tiny apartments into "house jungles" in cities across the globe. But why is the shift happening now? Emerging influencers, trendy plant retailers and new subscription services are driving the movement. Lush, plant-filled photos are trending #urbanjungle has nearly 700k impressions on Instagram, while #plantlife has almost a million. There's something alluring about green in 2017, Pantone named "Greenery" a colour of the year, stating that it is "illustrative of flourishing foliage and the lushness of the great outdoors, the fortifying attributes of Greenery signal us to take a deep breath and oxygenate, leaving us feeling refreshed and rejuvenated." Tovah Martin, a horticulturalist and author of books such as The Unexpected Houseplant and The Indestructible Houseplant, told the Washington Post in September 2017 that she believes this trend is cyclical. I think the current cycle has a lot to do with people hunkering down. A houseplant is therapeutic. It gives you something to nurture, says Martin. Going one step further, political tensions and economic uncertainty is rising, which is causing feelings of anxiety to increase. With a lack of access to nature, plants seem to be helping urban Millennials feel grounded. And since they care deeply about wellness, their surroundings play a big part in that. This is self-care 2.0. Yet this cohort isn't simply buying plants and filling their homes with them they're actually planting them themselves. This is sparking a massive green thumb revolution that's now shifting how neighbourhoods, hotels and workplaces are being designed.

3 Trendy plant stores Homecoming Fernshop In recent times, trendy plant stores with shareworthy interiors have started to emerge. Fernshop: located in Cincinnati, Ohio, this plant design studio offers plants, interior design objects, apothecary products and related classes. It has 22k Instagram followers. Folia Collective: with almost 60k Instagram followers, this new Pasadena, California-based store hosts pop-up shops, workshops and offers a range of plant design services. Homecoming: this Brooklyn-based plant store and coffeeshop offers a range of home goods. Its Instagram account has 13.5k followers. Homestead Plant Shop: located in Seattle, Washington, this newly opened store started as a plant pop-up. It sells indoor plants and ceramic pots. PLANT by Packwood: this Fitzroy, Australia store doubles as doubles as a functional greenhouse, giving customers a place to purchase plants and congregate. Plant by Packwood The Sill The Sill: with 136k Instagram followers, this company has a New York storefront,

4 Instagram influencers Lush Instagram accounts are gaining massive hailing from Stockholm, it was named one of the ten best Garden accounts by Vogue UK and features high contrast images of greenery. Parachute with 33k followers, images of men and plants are found and shared online this artist owns 180 plants that he spends four hours tending every Sunday. He shares his plant-filled life with his 43k with 212k followers, this "community for house plant enthusiasts" also sells merch on with 47k followers, this Netherlands-based founder Siebeke Asselbergs shares at 464k

5 "WE ARE OBSESSED WITH GREENING UP THE URBAN CONCRETE JUNGLE AND SURROUNDINGS; NOT ONLY FOR AESTHETIC REASONS BUT BECAUSE WE TRULY BELIEVE THAT GARDENING ENHANCES OUR SENSE OF WELLBEING. IT [HAS A] POSITIVE IMPACT ON THE ENVIRONMENT AROUND US, ESPECIALLY WILDLIFE WE BELIEVE THAT THERE IS A NEW GENERATION OF GARDENERS EMERGING WHO WANT TO GET GREEN BUT WHO DON T NECESSARILY HAVE THE TIME OR KNOWLEDGE." Katie Cooper Founder, BloomBox Club BloomBox Club

6 Subscription services BloomBox Club Horti Geo-Fleur The latest trend within the movement are plant subscription services. BloomBox Club: delivering a box of interesting indoor/outdoor plants every three months plus detailed care info, this company makes "gardening and plants accessible for anyone and everyone". The Desert Box: based in Houston, Texas, this company sends a box of plants each month and everything is made from recycled material. Horti: this New York-based company sends customers a monthly/bi-monthly curated mix of plants, instructions, and readings that can help one build planting skills overtime. The brand collaborated with Urban Outfitters on its new Home Showroom, offering free plants with new subscriptions. Plant Post Club: run by Yorkshire botanical studio geo-fleur, subscribers are sent a monthly package of unusual plants in handmade pots and accessories. Sprout: With 26.6k Instagram followers, this East London-based online shop and plant styling company offers plants, coffee,

7 Norman Jean Roy Gardening grows According to the 2017 National Gardening Survey, the DIY yard and garden industry in the US is now worth $36.9 billion, and it is growing at a slow and steady rate thanks to Millennials. The annual report revealed a massive shift in consumer behaviour: in 2015, six million Americans took up gardening, with five million of them in the 18 to 34 age bracket, while 37% of Millennials were found to grow plants and herbs indoors, compared to 28% of Boomers. Katie Dubow, creative director at Garden Media Group, says Millennials are not only growing decorative plants, they're taking up edible gardening as well. Why? Gardening itself can release stress, boost mood, increase physical activity and reduce the risk of dementia. It also means they're eating fresh food and know exactly where it comes from. For urban Millennials, community gardens can help them feel as if they're planting real roots. Jessie Banhazl, founder of educational gardening company Green City Growers, believes young people now see gardening as an alternative career path due to a lack of jobs and traditional opportunities: "They grew up in this current boom of sustainable awareness and practices [they] see the value of growing their own, because it just makes economic and environmental sense." As Millennials are settling down later in life, they're becoming "plant parents". Taylor Bryant, a writer for Nylon, says: "Bringing these species into the home is an added responsibility it helps prepare you for even more responsibility to come." Gardening and taking care of plants is not only healthy, it can help cultivate patience and a sense of purpose. Millennials are also using online resources such as gardening apps, how-to videos, vegetable growing guides and recipes found on Pinterest. Plus, thanks to emerging technologies and home growers, gardening indoors is becoming easier than ever. Dubow says emerging indoor lighting and home hydroponics systems, windowsill gardens, and tabletop kits are becoming increasingly popular among urban dwellers.

8 What are they growing? Succulents, air plants and cacti have been trendy for some time because they're low-maintenance and have a wide variety of types, making them perfect for all kinds of decorating. But what else are Millennials growing? According to Molly Miller, a writer for HGTV, they are planting hops and using them to create their their own craft beers. The plant is ideal for smaller spaces because it grows similar to vines. Cocktail gardens are also popular herbs such as basil, mint and lavender are homegrown, and added to mixed drinks. Superfoods are also being planted, as they're incredibly healthy and cheap to grow. "Growing food at home allows for sustainable, controlled gardening that guarantees a quality product. And with the farm-to-table movement still going strong, growing your own superfoods is especially appealing (and economical). Everything from kale to goji berries to microgreens can be found in a Millennial garden," says Miller. HGTV

9 Action points Take a cue from Urban Outfitters and partner with a subscription service, such as Horti, for a plant-based event event. Collaborate with Instagram influencers, such as Boys With Plants or Hilton Carter on pop-ups or activations, to engage their audience and introduce relevant products, services and offers. Consider local gardening workshops and expert-led sessions on growing practices to directly engage and inform Millennials. They're always eager to learn. Subtly adding plants and related items to your product offerings is a simple way to create an entry point, but don't just see them as a decorative afterthought. Use smart biophilic design to enhance retail spaces that integrate plants in a natural way. Desert Box

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