Garden Media Group’s 2011 Mega Trends to Garden Trends Suzi McCoy 1 © 2010 Garden Media Group
Sep 05, 2014
Garden Media Group’s2011 Mega Trends to Garden Trends
Suzi McCoy
1
© 2010 Garden Media Group
What Global Consumer Trends
Are Shaping Buying Habits
AND INFLUENCING GARDENING & OUTDOOR
LIVING2
Great Expectations
•Global Trends•L&G Outlook•2011 Garden Trends
•Emerging Trends
3
Global Consumer Trends
4
StatusphereFunction-allConnectivityLiving LocalDown-SizingStaycationGreen Life-Style
STATUSPHERE
• The need for recognition is at the heart of every consumer trend
• The ultimate (hidden) in subconscious but ever-present force
• Consumers are no longer solely obsessed with the biggest or most expensive
5
5 Ways to Get a Status Fix
1. Traditional luxury lust: Bigger, Better, Harder
2. Generosity: Giving is the New taking
3. Green Credentials & Unconsumption
4. In the Know & Skills5. Connectivity
6
7
Status -Traditional: Down-Sizing
• Median sq footage of new homes down 9% from 2,300 sq. ft. in 2006 to 2,100 sq. ft. in 2009 (NAHB)
• Large porches, decks, trees and flower beds– new bonus room.
• Current homeowners staying put and investing in outdoor living spaces.
Status: Generosity Generation
“People coming into independent garden centers are benefiting from live events for a good cause - year-round.”
Paige Worthy
American Nursery & Landscape Association
8
Plant for a reason.
Women love to give to a cause to “do” what they love – run, walk or garden
Status: Function-All:• Simple, small and/or
cheap• Easier to use for
inexperienced consumers
• Energy efficient or not using any traditional energies at all
• Easy to repair• Waste-reducing• Robust and good for
rugged conditions• Good design• Self-sustaining 9
10
Younger couples embracing domesticity
SHE sews, knits, gardens - and even raises chickens
HE cooks and grows tomatoes
Veggie gardening up 19%
Seed sales up 30-50%
Canning jars up 15% With LOHAS – Up 45%
Looking for value, price & performance
Status: Function-All
Status: Function-AllAmerican
ExceptionalismHeritage chic“Can-do” American
spirit powered by a new sense of self-sufficiency
Responsibility, meaningful relationships and connectivity is #1
Shifting prioritiesBalancing practicality
with comfort and fulfillment.
11
Status: Brand America• Follows heritage chic
trend • Increased global appetite
for "brand America" • Ads emphasize the
hardworking, can-do spirit, industrial fortitude, and pick-ourselves-up-by-our-own-bootstraps message
• European designers partnering with old American brands
12
Status: Brand America• Levi’s in the lime
light at the Paris spring/summer 2010 men's runway shows
• Converse low-top sneakers are on all the chic feet in France
• Americans prefer American cars for the 1st time in 13 years.
• Made in America is back.
13
Connection ExplosionFacebook: 400 million active Facebook users 50% log on every dayAverage user has 150 “friends”Source: Facebook.com
Twitter: 108 million registered Twitter usersNew users signing at 300,000 per day180 million unique visitors come to the site every
month600 million search queries per day37% use phone to tweet17% “Matures” —63 to 75 — use Twitter regularly Source: Twitter.com
YouTube: Exceeds 2 Billion views per day(Double the prime-time audience of all 3 major U.S.
broadcast networks combined!)Average visitor spends 15 minutes a day on YouTubeSource: Youtube statistics
14
Connectivity:Sharing is Power!
15
Social Media allows you to:
Provide personalized products, services, and solution information instantly to thousands of potential customers
Offer venues for sharing gardening experiences
Offer incentives like “groupon”
Connectivity: Mommies Rule!
Moms sharing products and experiences are changing the marketing landscape .
They are spending time online searching for promotions and sharing opinions and blogging.
Mommy blogs: I Go BOGO, She Saved, Moms Need to Know, etc collectively reach 2.3 million page views
Of women with children at home• 60.3% use Facebook• 42.4% use MySpace• 16.5% use Twitter
Purchase Decisions: 93.6% regularly or occasionally
seek advice97.2% give advice
16Retail Advertising and Marketing Association
Living Local
• Local is now the backyard
• Local is now an attitude• Hyper-cocooning• Push back against
companies that make too much money and don't support their communities
• Local, transparent sourcing
• Craving for community, authenticity and information
17
Green Life-Style
• Being ‘green’ is defined by personal actions & identified by a lifestyle:
• Prefer all-natural products
• Eating natural & organic food
• Low-carbon footprint
Burst Media 2010 Report
18
Green Life-StyleSustainable Marketplace
Sustainability is here to stay.
Companies are taking greater responsibility for their actions in the marketplace and internalizing changes without regulation.
Transparency of companies for policies & actions. -Natural Marketing Institute-2010
19
Glendora, California Sam's Club Solar Panels The Glendora Sam's Club is part of Walmart's commitment to accelerate and broaden its sustainability efforts through solar power.
Green Life-Style: Conservation
Shift from eco-elitism to conservation is growing!
Educate consumers on how gardening is the ultimate “green” activity.
Plants & products that support their environmental values will continue to grow strong.
20
The invention of necessity, CowPots now brokers Carbon
Credits“Consumers are making changes in their day-to-day lives to lighten their footprint on the environment.”
2010 Natural Marketing Institute LOHAS Research
Green Life-StyleEveryone now agrees,
global warming or not, we all need to work together to rejuvenate, regenerate and restore Mother Earth.
The market for organic products is exploding
More people are choosing organic solutions
21
Green Lifestyle
22
8 of 10 in all age segments are incorporating “green” behaviors into their daily life
Including seniors 65+
Burst Media 2010
Green Living
Homeowners want organic garden products – on the shelves
Products must be high quality
&Good for the earth.
23
Green Living
ReduceReuseRecycleRestore the Earth Return to
Caretakers
Shift from ‘Me’ . . . . . . to
‘We’
24
“It’s a healthy consciousness that is bringing us back to the earth to be restored.”
Bill DoeckelBall Innovations
Green LivingConsumers are willing
to pay more for a variety of “green” products & gadgets.
Burst Media 2010
Green” Tech Gadgets
Solar lighting gaining in popularity
Animal & Plant Cams
25
“Green” Gadgets go High Tech
The demand for technology gadgets and devices has reached fever pitch – and the buzz surrounding these smart phones, tablet computers, netbooks and e-readers is growing exponentially by the day.-Burst Media June 2010 Survey
Opportunity: Take Advantage of Mobile Advertising
Leverage mobile advertising to target specific consumers with location-based messaging
26
27
Consumers want to telegraph their “green” credentials: hybrid cars and canvas shopping bags
ECO-ICONIC landscapes, living roofs & vertical green walls
Eco-lifestyle satisfies consumers’ need for eco-status
Opportunity: Help consumers “show-off” their eco-credentials and tell their eco-stories
Eco-Iconic
27
State of the Industry
“ Cautious Optimism”
28
Industry Status Report• 2009 floricultural sales
down 7% from 2008 revised levels (15 states surveyed)
• 11 of 15 states report declines from 2008 levels
• Sales of $3.83 billion reported across the 15 states in 2009- down from revised $4.11 billion in 2008
• Producers dropped 13% in the 15 major production states to 6,457 growers
Source: USDA
29
Gardens Come of Age• 50% of homeowners
have gardens in their backyard
• 26% have front yard gardens
• 43% who have a garden planned to use retailers for spring garden planning
• 37% gain knowledge from neighbors
• 34% use books and magazine for spring garden planning
Source: 2010 GWA Spring Survey
30
Garden Centers• 54% of homeowners go to
garden centers or local retail stores to purchase their spring garden plants
• 37% purchase plants at mass merchandisers or Big Box Stores
• 46% select a store or source for purchasing plant materials based on quality;
• 32% look for trained and educated staff
Source: 2010 GWA Spring Survey
31
Landscaping/Garden Elements
32
Consumers are asking for: • Low maintenance
landscapes• Native Plants• Drought tolerant plants• Fountains• Ponds/rain gardens• Arbors• Ornamental water
features
Source: American Society of Landscape Architects survey -2010
GMG 2011 Trends
33
© 2010 Garden Media Group
2011 GMG Gardening Trends
8. Urban Farming7. Growing Up6. Indoor Gardening5. Succulents4. Sustainable
Containers3. Edible
Ornamentals
3.Eco-Scaping34
#1 Gardening Trend
35
“Gardening with a Purpose”
Gardening with a Purpose
“Gardens continue to reflect awareness of how our landscapes enhance and improve
the environment around us.”
Patricia St. JohnPresident
Association of Professional Landscape
Designers
36
Gardening with a Purpose:
“ There’s a new vision throughout America more in sympathy with our backyard environments.
“Most importantly, consumers are focusing on what they can do that has a positive impact for the earth- right in their own backyard.”
Doug JimersonExecutive Director of the
Better Homes and Gardens 37
38
Gardening with a Purpose
Consumers are feeling they have more of a role as
• naturalist, • conservationists • and stewards of
the earth• Educate people
to help them fulfill their “new purpose”
39
Gardening with a Purpose
39
• Go “beyond sustainable”• Boost the Environment. • LOHAS consumers pushing for greater accountability and stewardship & greener products and a behavioral commitment by companies.
LOHAS Market Nears $300 Billion
Natural Marketing Institute2010 LOHAS Research
Gardening with a Purpose
“Holistic living is now mainstream with the emphasis on renew, recycle and repurpose.”
Doug JimersonExecutive Director Better Homes and
Gardens
40
Eco-Scaping
4141
42
• 1st national rating system for sustainable landscapes
• Star rating scale measures several criteria
• Points are given for landscaping with native plants to reduce maintenance, irrigation and use of pesticides
Eco-Scaping:Sustainable Landscapes
42
43
Eco-Scaping:Sustainable Landscapes
Project Living Proof - sustainable residential gardens
Smart, ecologically sustainable landscaping practices for the 21st century
Natives, veggies, rain barrels, low-maintenance lawns, permeable paving & recycled materials
Marty Rossfor the Kansas City Star
September 5, 2010
4444
Eco-Scaping: Natives
• Relatively unknown topic only a few years ago
• Today a majority of the gardening public say they want to know more about natives
• 54% are highly interested in native plants
GWA Late June 2009
45
• Consumers want to telegraph their “green” credentials: hybrid cars and canvas shopping bags
• ECO-ICONIC landscapes, living roofs & green walls
• Eco-lifestyle satisfies consumers’ need for eco-status
• Help consumers “show-off” their eco-credentials and tell their eco-stories
Eco-Scaping: Natives
46
Eco Scaping: Lawn-Sizing
“We’re under the spell of a collective lawn coma inherited from our ancestors. It’s time to wake up, and plant a seed.
Everyone is trending towards less turf, even on bigger estates. We are waking from our ‘lawn coma’.”
Margie Grace, APLD2009 International
Landscape Designer of the Year
Eco-Scaping: Lawn Reform
• 21 million acres of the USA are covered with non-native grasses
• Municipalities and water utilities offering "cash-for-grass" incentives to replace lawns with low-water-use gardens.
• Practice Organic Lawn Care
• Use Low-Maintenance Turfgrasses
• Reduce or Replace Lawns with any mixture of trees, shrubs, and perennials and edibles
47
Eco-Scaping: Perennials
Annual sales down 20%
Consumers demand easy care, drought resistant perennial
48
Hakonechloa macra FUBUKI ‘Briform’ from Briggs
Nursery.
49
Eco-Scaping: Water• Conserving natural
resources and reusing water is gaining wide acceptance.
• 13 million households participated in water gardening
• Offer water saving products – timed sprinklers, soaker hoses, rain barrels, rain water tanks, water-efficient nozzles
• For tips & strategies, visit:
anla.org/waterwisewww.epa.gov/watersense
Eco-Scaping: Biodiversity
50
United Nations Declares 2010 ‘International Year of
Biodiversity’
A celebration of life on earth and the value of biodiversity for our lives.
Strive for a more sustainable use of natural resources • Preserve and increase natural habitats• Reduce climate change
Eco-Scaping: Biodiversity
"Biodiversity will be big this year and a lot of people will be tying in with that, including the RHS, which will have its own stand dedicated to it.”
Alex BaulkwillShow Manager, RHS Chelsea Flower Show
51
Eco-Scaping: Rooftop Gardens
Rooftop gardens reduce energy consumption (heat and cooling) and use of natural resources while providing attractive green spaces.
52
53
Edible Gardens
"Instead of mowing your lawn, you should eat it."
Eric Schlosser FAST FOOD NATION
54
Edible Gardens Are In.
• Lawns are out • Replacing with
gardens • Manicured
lawns are serving no purpose
• Want gardens to be productive, not just grass
Edible Ornamentals“We are integrating more edibles in our gardens: more herbs, more vegetables and more fruit trees
both in areas dedicated to food production
& in the garden planted among the ornamentals.”
Patricia St. John
PresidentAssociation of Professional
Landscape Designers
55
56
It’s time to reclaim our land for our greater good.
Take that food-producing garden from the back 40 and put it wherever we want.
Reunite the ornamental with the edible—roses beside tomatoes, corn anchored by geraniums, azaleas under grapevines.
Margie Grace, APLD2009 International
Landscape Designer of the Year
Edible Gardens
Edible Ornamentals
Up 19% in participation
• 41 million+ (38%) grew a vegetable garden in 2009
• 19.5 million+ (18%) grew an herb garden
• 16.5 million (15%) grew fruits during the same period
• 7.7 million+ (7%) new edible gardeners
57
Veggie Gardens are American Staples
• 2/3’s of those who have a garden plan to grow their own vegetables this year
• 3/4’s grow their own vegetables for better quality, taste and nutrition
• Almost half think it will be cheaper than buying from a store
• More than half have a plot 20’x20’ or larger
Source: GWA 2010 Survey58
Herbs and Veggies are hot!
Consumers adding a vegetable garden or herb garden increased 12% since last year.GWA 2010 Report
59
Edibles: Smaller Ornamental Fruit
“We’re seeing rising consumer interest in edibles: small fruit bearing shrubs like berries and smaller trees.”
Doug Jimerson Executive Director of the
Better Homes and GardensContent Core for Garden
and Outdoor Living
60
Edibles: Smaller Plants
6-Packs are Back
Vegetables bred for containers--smaller size, less vining, still lots of production.
Diane BlazekAll American Selections
61
Rise of Edible Container Gardening
About half of all food gardening households grow food in containers
NGA 2009
Pot up herbs!“ Herbs need to be
in stock! Herbs in containers are perfect for smaller-scaled gardens.”
Sarah Martinez, Managing Editor
Garden Center Magazine
63
Sustainable Containers
64
65
Sustainable Containers
“Forever containers” with shrubs and perennials
One note containers with just one evergreen
Small space gardens – often only in a container.
Foliage gives boom without the bloom – all year.
Mini GardenCampania Medallion Planter
Sustainable Containers
Annuals sales down 20%
Lower-maintenanceDrought and disease
resistant No need to use
pesticides and chemicals.
Four seasons of color
66
Sustainable Containers
67
Gardeners creating mini-bouquet containers mixing perennials, vegetables, bulbs, grasses and vines with small shrubs and fewer annuals
68
Succulents
"Succulent Container Gardens" Debra Lee Baldwin
Succulents: Drought Tolerant
• Demand is growing for succulents
• Easy, provide exotic shapes and color
• Look attractive in containers, vertical, or in landscape
69
Outside In
70
Outside In
71
Extend nature’s influence by bringing the outdoors in
Indoor houseplants are increasing in popularity
O2 for You – ‘Houseplants with a Purpose’ campaign educates consumers on benefits of indoor plants www.o2foryou.org
Red Sister Cordyline Costa Farms
Peace Lily Costa Farms
Outside In
• Plants producing oxygen • Plants remove 87% of VOCs - carbon
dioxide • Plants purifying the air of indoor toxins• Plants beautify a space
72
Outside In
73
NASA scientists recommend at least one indoor plant for every 100 sq. ft of living space
Orchids are increasing in popularity
Live plants for the holidays instead of artificial
Phalaenopsiss Orchid – Costa Farms
74
Outside In: O2 for You: Plants with a
PurposeGrass rootsPublic service
campaign Educates about the
health benefits of indoor plants
Opportunity: Shout the green message.
www.O2forYou.org
Growing Up!
Growing Up
“ Climbing plants are a largely untapped resource for today's gardeners.
They can be used to provide privacy, screen eye-sores, and draw the eye upward to create the illusion of space.”
Dr. Allan ArmitageHorticulturist
76Susan Cohan, APLD
Going Vertical in Portland
• $133 million renovation, • “Vegetated fins” that grow
more than 200 feet high • Changes with the seasons
and nurtures plants that yield energy savings
• Using 60 - 65 % less energy than comparable buildings
• Saving $280,000 annually in energy costs.
• The use of rainwater and low-flow plumbing fixtures will reduce potable water consumption by 68 percent.
• And energy for lighting will be halved. 77
Vertical Gardening: Living Art
78
Vertical Container Gardens
Containers go vertical with perennials, vines and veggies.
“Small space gardening and container vertical gardening that’s easy and low maintenance is in demand.”
Paige WorthyAmerican Nursery &
Landscape Association
79
Urban Farming
About half of all food gardening households grow food in containers
NGA 2009
Urban Farming
• “Food Deserts” are blighted inner cities without access to fresh produce
• Urban farming brings food into the community as micro-farms on just a few square meters or acres of land.
Source: Community FoodSecurity Coalition
81
Urban Farming
Cities are transforming small backyards & private and public alleys into lush green gardens that are kid-friendly and are social meeting places.
82
Urban Farming
Urban Agriculture is “the growing, processing and distribution of food and other products through intensive plant cultivation and animal husbandry in and around cities” Source: Community
Food Security Coalition
83
Vertical FarmingAccess to year-round fresh
fruits and vegetables
Organically Grown: no herbicides, pesticides, or fertilizers
More food using less land : 1 indoor acre is equivalent to 4-6 outdoor acres or more
New employment opportunities
Eliminates agricultural runoff
Reduces many infectious diseases that are acquired at the agricultural interface
Source: The VerticalFarm Project
84
Strengthening Communities through
Gardening
85
“Garden Centers are offering square foot gardens for sale as an easy alternative to the massive, in ground garden concept.”
Jennifer Polanz, Editor Todays Garden Center
Magazine
Explosion of Community Gardens
• 1 million households grow food in a community garden (3 percent )
• Companionship • Offers opportunity for fresh
produce for those with small spaces
Source: NGA Survey
“Some Garden Centers are also offering community gardens on their grounds as a way for new gardeners to learn about varieties, pest control and management and share experiences. They also have the tools gardeners need right there.”
Jennifer Polanz, EditorTodays Garden Center Magazine
86
Communities: Swapping & Sharing
• CSA’s increasing and full
• Community Garden waiting lists lengthening
• Plant swaps on the rise
87
Buy Local/Buy Fresh: Rise of Farmers Markets• Farmers Markets are
springing up throughout large cities, suburbs and small towns
• "Buy Local" campaigns increased holiday sales 3%, compared to 1.0% without Buy Local initiative.
• 80% said public awareness of the value of choosing locally owned businesses had increased in the last year
NMI Survey 2010
88
Vaccinium ‘Pink Lemonade’- Briggs Nursery
89
Color! Color! Color!
Color! Color! Color!Colors of passion and
simplicity with a tribute to ancient times roars into Spring 2011
90
Color!Do more with less
Maximize contrasts to color and tones
Neutrals with a Primary color for “pop”
Colors
• Gold, Bronze or high shine metallics
• Grey-blue/Aqua-green /Teal
• Deep Purplish
• Rich reds to Rust & brick
• Rich orange and berry hues paired with spicy browns and bronze metallic 91
“I think we'll see much brighter colours with dark, moody
backdrops."
Andrew DuffDirector
Inchbald School of Garden Design
92
Rhododendron 'Rabatz‘Briggs Nursery
Color
93
Purple! Purple!! Purple!!!
‘Baptisia australis’False Blue Indigo
2010 Perennial Plant of the Year
Purple! Purple! Purple!
Rhododendron ‘Florence Parks’
Rhododendron
‘Polar nacht’
Color
95
Sun Parasol Pretty Crimson
New Blue Native
96
ColorCampania Patmos Planter & Campania Windsor Planter
Weathered Copper
97
Color: “Steampunk” Influence
• Blend of Victorian textures and accessories meets high-tech Sci-Fi
• Architectural, industrial design blending with Victorian plant preferences (ferns) & accessories
• Neutrals/ blondes/browns/gold with shiny metallic pop of bronzes and color
98
Ode to Steam Punk
99
Steam Punk New Hibiscus: Costa Farms
Emerging Trends
• Biophilia• New Urbanism• Slow
Gardening• In Real Life
101
Emerging Trend: Biophilia
Biophilia -- An instinctive bond between humans and other living systems, especially with nature.
June 1, 2004, Edward O. Wilson, a Harvard University entomologist, coined the term "biophilia", referring to humans' "love of living things" - our innate affinity with nature.
102
Emerging Trend: Biophilia
Wilson put forward the idea that humans evolved as creatures deeply enmeshed with the intricacies of nature
He says we still have this affinity with nature ingrained in our genotype.
He called it ‘biophilia’ – “the innate tendency to focus on life and lifelike processes."
103
Emerging Trend: Biophilia
People look to nature for restoration: physically & emotionally
104
Emerging Trend: New Urbanism
Living an urban lifestyle in sustainable, convenient and enjoyable places while providing solutions to peak oil and climate change
Increased availability for living/working/recreational opportunities
Adds up to a high quality of life well worth living, and creates places that enrich, uplift, and inspire the human spirit.
105
Renewable Electric Walkable
Emerging Trend: New Urbanism Parklets
• Replicate the European tradition of outdoor plazas for sunning and socializing
• Parklets repurpose two to three parking stalls along a block as a space for people to relax, drink a cup of coffee, and enjoy the city around them.
• Loitering is encouraged!
• Pedestrian spaces, trees and flowering shrubs, flowered paths, eating areas.
106
107
Emerging Trend: Slow Gardening
Started with the Slow Food movement from the 90s
People taking more time to enjoy life, enjoy cooking with fresh ingredients and herbs
Burst of new hobby country farms and urban edible gardens
Grow it. Can it. Eat it.
Emerging Trend: IRL In Real Life
'All that networking and faux-networking didn't do a thing for us,'" said Richard Laermer, a trend watcher and author of "2011: Trendspotting for the Next Decade."
Next trend: Put down the mouse and pick up the phone.
Get back to life.
108
Tribal Bonding• Like minded 20-30 year
olds are joining together to plant specific herbs, exotic spices, small fruits and haute couture veggies that enhance their cooking
• They share their edibles with the tribe
• It’s the modern pot-luck dinner.
• Connecting over food they grow and eat.
109
Gardens feed the soul
110
GardensBring Us
Joy111
To download & reprint the GMG 2011 Garden Trends Report
or view all Trend Reports, go to:GardenMediaGroup.com
& Please remember to give GMG credit.
112© 2010 Garden Media Group