By: Teo Spengler
Do millennials garden? They do. Millennials have areputation for spending time on their computers, not in their backyards. Butaccording to the National Gardening Survey in 2016, over 80 percent of the 6million people who took up gardening the prior year were millennials. Read onfor more information about the millennial garden trend and why millennials lovegardening.
The millennial garden trend may come as a surprise to some,but it’s quite well established. Gardening for millennials includes both backyard veggie plots and flower beds, and offers young adults thechance to get out and help things grow.
Millennials are excited about planting and growing. Morepeople in this age bracket (21 to 34 years old) are engaging with theirbackyard garden than any other age group.
Millennials love gardening for the same reason older adultsdo. They are attracted to the relaxation gardening offers and are happy tospend a little of their precious leisure time outdoors.
Americans, in general, spend the vast majority of theirlives indoors, either working or sleeping. This is particularly true of theyounger working generation. Millennials are reported to spend a whopping 93percent of their time in the house or the car.
Gardening gets millennials outdoors, provides a break fromjob worries and offers time away from the computer screen. Technology and theconstant connectivity can stress young people, and plants resonate withmillennials as an excellent antidote.
Millennials and gardening are a good match in other ways aswell. This is a generation that values independence but is also concerned aboutthe planet and wants to help it. Gardening for millennials is a way to practiceself-sufficiency and help improve the environment at the same time.
That’s not to say that all or even most young adults havethe time to work big backyard vegetable plots. Millennials may recall withfondness their parents’ home gardens, but simply can’t duplicate that effort.
Instead, they may plant a small plot, or a few containers. Some millennials are thrilled tobring in houseplants that only require a little active care but provide companyand help clean the air they breathe.
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Mister Swiss was dropped off in the foyer of my building on a Thursday in early spring. He traveled in a huge box, at least three feet tall and weighing about 35 pounds. I carried him, still inside the box, up the four flights of stairs to my apartment. I guess you could say this was my first act of love for him.
Mister Swiss is a rather gigantic and vibrant Monstera Deliciosa, sometimes affectionately known as a Swiss cheese plant. (Get it?) I ordered him from Bloomscape, a direct-to-consumer, online-only plant retailer. After just a few days out of the box, positioned in a sunny corner of my living room, he began to stretch his big tropical leaves, sprout new ones and generally establish his domain.
Tending to Mister Swiss — watering him every week, dusting his leaves, rotating his pot so that one side doesn’t get too much sun — makes me happy. I worry about him when I travel. I talk to him. And in return, I get healthier air and a living, growing subject for my Instagram feed. Over text and in person, I trade stories with friends about their own adventures in house plant care. It seems we’re all slightly obsessed.
With the millions of Instagram posts tagged #plantsofinstagram, #urbanjungle and #plantlife, it’s obvious we’re not alone. But unlike other consumer trends, like those in fashion and beauty, the cultivation and care of houseplants has benefits that far outweigh the likes we might accumulate on social media. Plants improve the air around us and they also improve our moods, help us think more creatively and disconnect from the technology that might have motivated us to buy one in the first place.
It’s an escape from our screens, and something we can take care of outside ourselves. When it’s all self driving cars and data in our contact lenses, we’re still going to want plants.
“Plants resonate with millennials as an antidote to this insane connectivity,” says Eliza Blank, founder and CEO of 6-year-old indoor plant retailer The Sill. “Americans spend 93 percent of our time indoors. It seems somewhat counter and somewhat intuitive because it’s an escape from our screens, and something we can take care of outside ourselves. When it’s all self driving cars and data in our contact lenses, we’re still going to want plants.”
And Blank has the receipts to prove it: The Sill just closed a $5 million round of funding in August, and the company boasts more than 290,000 followers on Instagram. People like me — a millennial, living in a rental in an urban area, not ready for pets or kids (financially or otherwise) — are buying houseplants at a record pace. According to the U.S. Department of Commerce, the sale of seeds, flowers and potted plants have increased since 2016, and the 2017 National Garden Survey found that five of the six million Americans who took up gardening in 2016 were between the ages of 18 to 34. But why are millennials so drawn to the pastime?
The proclivity humans have towards plants is certainly not unique to the millennial generation: Houseplants are a concept that is believed to have originated in ancient Greece and Rome as early as 500 BC and in China as early as 200 CE. After all, the first imagined paradise on Earth was the Garden of Eden.
If you’re scratching your head wondering how such an ancient concept can be considered “trendy” — and why young millennials without access to outdoor space have embraced houseplants so passionately — it helps to look back a generation, to the parents of the young people driving up sales around the country. Caring for Mister Swiss (and his friends, a Calathea Freddie from The Sill and a Golden Pothos I picked up at Home Depot) takes up about ten minutes of my time each week, which feels like a nod to, but a far cry from, the hours upon hours my parents would spend tending to our yard and garden when I was growing up.
The yard of a home that they already owned when they were the same age I am now, which is amazing when you consider that, according to Neilson, two-thirds of millennials are renters, and they’re more likely to live with roommates or family members than on their own.
“I was inspired to start the Sill in part because I grew up in a very green town and our home was filled with plants and we had a beautiful garden,” Blank reflects. “But the way my mother uses time is very different from the way I use time, and the way the next generation will too. No 25-year-old that I know has six hours on a Sunday (or a backyard) to spend gardening, but that doesn’t mean they don’t have an interest in plants! We’re helping to usher in this new way to garden that reflects the way millennials want to use their leisure time.”
Jessie Artigue, a California-based entrepreneur, also says that her inspiration to start a home garden — that also includes an outdoor menagerie of lime trees, bougainvillea, dahlias and a rose bush named Barbra Streisand — comes from her mother. “My mom has always had the most beautiful gardens, so I’ve been helping her since before I can remember,” she says. “Watching my mom from such a young age and seeing the joy that [gardening] continues to bring her, it just seems to make sense as to why I’d (at least try to) follow in her footsteps.”
Beyond the nostalgia, millennials may be drawn to greenery because of the mental health benefits that come with fostering our green thumb. Blank points out that this is one social media trend that has IRL (or “in real life”) benefits. Unlike other decor purchases that also make great social content — like candles, throw pillows or art — plants are alive and require ongoing care. That sense of responsibility, the joy we feel as they grow and thrive, even just being around plants, is uniquely healthy for our physical and mental well-being in ways that may be particularly intriguing to the millennial generation.
With jam-packed schedules and around-the-clock connectivity, caring for a plant forces us to slow down and be mindful, which is proven to reduce stress. A study from the American Psychological Association on Stress By Generation found that young people report higher stress levels than older generations, and on top of that also admit that they are not managing it well. The study also found that millennials and Gen X-ers were more likely to engage in unhealthy behaviors because of stress. So turning to plant care, as opposed to, say, heavy drinking or gorging on unhealthy food, could have real therapeutic benefits.
Environmental psychologist Sally Augustin, Ph.D, suggests that caring for plants really is a healthy option for stress relief, and could explain why so many millennials are so drawn to the hobby. “As long as people aren’t fanatically concerned with the health of your plants, and it remains a hobby rather than an obsession, relaxation will ensue.”
We saw that our customers were calling their plants their ‘babies.’ A lot of our customers have plants before they have pets or kids. It’s easy to draw life lessons from your plants and apply them to your life.
In fact, horticultural therapy has been in practice and recommended by psychologists and therapists since the 19th century to improve mental (and physical) health. Practitioners believe that interacting with plants can improve your mood and well-being. While horticultural therapy is largely centered around working in greenhouses and outdoor gardens, the same general practices and benefits can be gleaned from indoor houseplants, too.
Many young people who cultivate indoor plants liken themselves to parents. “[The term] ‘Plant Parenthood’ was born out of the customers mouths,” says Blank, of the trademarked phrase you’ll find throughout The Sill’s cheerful website. “We started calling it that when we saw that our customers were calling their plants their ‘babies.’ A lot of our customers have plants before they have pets or kids. It’s easy to draw life lessons from your plants and apply them to your life.”
That’s not to say that millennials are eschewing marriage and kids all together, we’re just waiting longer. The decades of transition that put more and more women in the workplace pushed the median age of marriage from 20.8 for women and 23 for men in 1970, to 27.4 for women and 29.5 for men in 2018. Younger generations feel more pressure to have their lives figured out, so to speak, before getting married or having kids, so supplementing the need to nurture and care for someone or something with plants feels like a step in the right direction that won’t drastically change our lives, our homes or our budgets.
Dr. Augustin echoes Blank’s observation about the effects that caring for plants can have on our well-being. “It brings out and creates a habit of thinking of other living things, and what they need to survive,” she says. “People form an emotional bond with plants because plants have these beneficial psychological effects. Ultimately, we develop a desire to optimize the life of a plant and to keep it alive.”
From a purely aesthetic perspective, humans are wired to respond positively to plants and nature (as well as other forms of life). “Green, leafy plants are good for our mental outlook,” says Augustin. “Something about the colors and the shapes helps our brains think more creatively, cut stress levels, and get along better with others.” The hypothesis is part of a concept known as biophilia, which explores the idea that we (humans) are naturally drawn to other living systems like plants and animals, and have an innate desire to connect with and care for them.
Artigue, who often works from home, says that houseplants are essential to her work life. “My environment has always been very important to my overall mental health, but also my creativity and productivity,” she says. “Working from home (and being a visual and design-oriented person) means that my surroundings are a priority for me and plants just seem to make any corner or surface a lot more appealing.”
“It’s because [plants] affect our mood,” says Augustin. “When our mood is more positive and we’re happier, our brains start to work in a different way. We think more broadly and creatively, which makes us better at problem-solving and getting along with others.” For this reason, Augustin suggests placing green, leafy plants with curling, relaxed shapes (like pythos, ferns, and geraniums) around your home and office environments, too.
Artigue also notes that she gets to know each of her 15-plus house plants, and that she feels a sense of pride in tending to their specific needs, like you would for a pet or a child. She even sings to them while she waters them. “The house plants are my responsibility and my joy. Caring for them brings me a lot of happiness because there is a sense of accomplishment in keeping them alive. I like learning about each of their needs and preferences and watching them thrive when I do the right thing is weirdly very rewarding!”
According to Augustin, those rewarding feelings are great for our sense of self. “Keeping a plant alive can definitely be an achievement that is consistent with a positive self-concept,” she says.
And for the sharing generation, displaying our plant “parenting” on social media is something that actually feels good. “The share-ability of plants isn’t just because they’re visual — our social channels are a reflection of ourselves,” says Blank. “It’s like a badge of honor, being a plant owner. Like, ‘I’m succeeding at something that’s not tacky!’It’s not a humble brag, it’s something to really be proud of and that other people can be genuinely supportive of, too, like, ‘Hey! You kept that plant alive!’”
A well-cultivated plant can far outlive even our beloved pets, and can propagate more plants and literally grow alongside you and your family. “I think about the plants that are in my childhood home, and most of them are actually older than I am,” Blank reflects. “Plants have a weird connection to time. There’s a plant in my parent’s home that was propagated from my grandparents’ home and that plant has given life to plants in my friends’ homes, and there’s something so magical about that. This is why I find plants so compelling.”
While I initially put my green thumb to work in response to the beautiful potted plants I saw popping up on my Instagram feed, they’ve quickly earned a place in my heart. The prospect of having Mr. Swiss and his friends long after I’ve moved out of my funny East Village apartment — and perhaps even after I’ve left New York — is both exciting and a little too big to dwell on for long. I don’t have a car, or kids, or even a cat, and I have no idea if or when I ever will. But I’ve got a large and cheerful Monstera Deliciosa that needs me, and as Jessie Artigue put it, caring for him really is my joy.
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The just-released 2019 National Gardening Survey, published by the National Gardening Association's research division, GardenResearch.com, reveals new and important information regarding the $50+ billion lawn and garden industry. Overall, lawn and garden spending increased in 2018 to $52.3 billion, despite a slight decrease in household participation.
The lion's share of spending in the lawn and garden industry is led by wealthy households however, millennial households once again report strong levels of participation, spending, and perhaps most importantly, planned future purchases. The 2019 National Gardening Survey reveals that 38% of 18-34 year-olds plan to spend more on lawn and garden activities in 2019, compared to the overall average of 29%.
Younger respondents (18-34 year-olds) accounted for a quarter of estimated lawn and garden spending in 2018, despite having lower household incomes than others and being more likely to live in an apartment or condo. Household participation in lawn and garden activities among younger households largely matches other age groups but has grown at a higher rate than others since 2014.
In his April 11 article on Bloomberg.com, Matthew Boyle wrote: "American millennials have been accused of dooming all sorts of things: beer, golf, cereal. But the cohort is credited with reviving the once-moribund market for houseplants. In the past three years, U.S. sales have surged almost 50 percent to $1.7 billion, according to the National Gardening Association. With many millennials delaying parenthood, plants have become the new pets, fulfilling a desire to connect to nature and the blossoming "wellness" movement. For a group that embraces experiences and travel, moreover, plants give Gen Yers something to care for that won't die—or soil the rug—when they're not around."
Younger households also show a very high level of interest in cultivating legal cannabis: nearly half, an estimated 35.9 million U.S. residents, say they would definitely or probably grow a type of cannabis if it were legal to do so. Seven and a half million of these young adults interested in growing cannabis say that no one in their household currently participates in any lawn and garden activity.
As noted by industry analyst Ian Baldwin, "That's millions of individuals who do not currently do any gardening who would dip a toe into the water, possibly leading to a long-term relationship with the lawn and garden industry."
The 222-page National Gardening Survey is now available at gardenresearch.com
Since 1973, GardenResearch.com (www.gardenresearch.com) has been the nation's most widely recognized and cited authority on the U.S. consumer lawn and garden market. Working with marketing research technology leader Dynata for data collection and the University of New Hampshire Survey Center for analysis, we provide both standardized and custom in-depth market research information and analysis for the lawn, garden and nursery industries. Our market research reports and research services have helped companies identify and define marketing opportunities. Our reports and services also help companies improve their advertising, sales presentations, brand awareness, positioning, product development, strategic planning, customer satisfaction, investor relations, mail order catalogs, websites, and more. GardenResearch.com services include research design, survey development, data collection, results tabulation, analysis, and presentation of findings. We regularly conduct both quantitative and qualitative research studies including National Gardening Survey research and proprietary market research.
For more information on National Gardening Association's lawn and garden market research services, please contact [email protected]
Who hasn't channeled their feelings into a houseplant, after all?
Cameron Berne, 27, doesn't consider himself a "plant person" but acknowledges having basically no more free plant space in his Brooklyn apartment — he's covered every available sill and shelf with greenery. "I currently have eight different pots of aloe in my apartment right now, [all cuts] from one plant," Cameron explains. "I started giving them to people, like, 'Do you want some aloe? Do you want a plant?'"
Now, Berne shares, he's the person with plants in his friend group: "People who I haven't seen in over a year tag me in succulent things on Facebook," he notes. "It's a fun way to keep in touch, but it's also silly, because people perceive it to be this big, deep passion that I pour my time and life into it . [For me,] it's a cute little hobby where I post pictures on Instagram."
But though Berne claims not to place much thought into building a green-fingered identity, more and more Millennials are eager to ID themselves as plant people — the kind who live in an abundance of verdant, thriving foliage.
This Millennial houseplant explosion is backed up by data collected in the 2016 National Gardening Report out of the 6 million or so Americans who started getting into gardening that year, 5 million fell between the 18-to-34-year-old age bracket. Today, more Millennials than boomers are growing plants and herbs indoors. As investigated by Nylon and expanded in a recent New York Times Magazine column, this lifestyle/attitude equates plant care almost as an extension of self-care (and environmentalism). As Jazmine Hughes writes for the Times:
Sure, most Millennials don't have the resources to chase that Practical Magic conservatory dream, and much has been said about Millennial home ownership being at a record low — but as Hughes notes, that isn't stopping this generation from selectively building out and nurturing the spaces they can afford to live in, bucking a generational stereotype of flaky and fickle youths. (Also, it seems more Millennials are pursuing home ownership specifically in relation to pet care, particularly of dogs.)
Apartment living comes with some constraints, but that just means most green-fingered twentysomethings are turning to durable, air quality-improving, and, yes, Insta-ready plants: pothos, Swiss cheese plants (monstera deliciosa), and fiddle-leaf figs (ficus lyrata) are popular, as are all sorts of succulent varieties, from cacti to aloe vera to snake plants (sansevieria). While it's been suggested that the impetus for plant-growing is most strongly from a lifestyle and wellness angle, many of the Millennial plant owners who shared their stories with Cosmopolitan had distinct plant ownership origins.
Berne started out with succulents because they were "super hip" artist and researcher Justine Lai had worked in the National Park Service before moving to New York and wanted her living space to counterbalance the "city life mind-set." Crystal Hand, an outreach specialist based in Brookefield, Vermont, started receiving plants as a gift from her boss, a farmer, and found the greenery relaxing, while Planned Parenthood community organizer Grecia Magdaleno credits the self-care aftermath of her "first big, lesbian breakup" with getting her into plants.
As for myself? I picked up a few cacti from IKEA when I first moved into a 10-person house my senior year from college, somewhat on a whim. As I moved around Los Angeles, I bought plants here and there, a habit coaxed along by my (design-conscious) roommate. My obsession kick-started, however, once I got a pet chameleon — yes, I have a chameleon — and needed specific plants to fit his vivarium. Now, I keep a spreadsheet monitoring water, light, and fertilizer for about 20 apartment-bound plants, which I've acquired through nurseries but also, increasingly, online sales on sites like Logee's.
Most plant-raising Millennials are decidedly not living like Ray Adolphus, an L.A.-based EMT who lives in his childhood home, outdoor space included: "Last spring, I went from three fruit trees to nine," he shares proudly, "and from a handful of succulents to a few dozen." But what all of these (us?) Millennials have in common is a desire to attempt ever more greening of their space . even if it doesn't work out at first. Plants require care and attention, after all, lest you live surrounded by withered stems (though some plant families, like those ever-popular succulents and air plants, don't require quite so much).
"I have always thought of myself as a plant-killer, and every time I have tried to keep a plant alive before this year, I have ended up killing it," explains Cassidy Wilson, who lives in Minneapolis and credits her townhouse's modest porch for allowing her to raise plants. "I'd buy a plant, give it a name, research it, fall in love with it, then inevitably watch it die and feel totally helpless." Alaina Githens's housewarming gift of "an assortment of ferns, cacti, and succulents" took some trial and error, she explains: "I killed about half but managed to keep some alive, a few of which are still thriving almost two years later."
Ryan Benoit, one-half of the team behind popular gardening blog The Horticult, believes that while Gen-X plant enthusiasts are overall more knowledgeable, "Millennials are more likely to go out and buy another of the same plant if it dies." This is fine, he explains, "as long as you know why it died and possibly learn from the mistake." (And again, this behavior runs contrary to generational stereotypes about fad-focused youth culture.)