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1 Garden Media Group’s “Mega Trends to Garden Trends” Susan McCoy © 2008 Garden Media Group.

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Presentation on theme: "1 Garden Media Group’s “Mega Trends to Garden Trends” Susan McCoy © 2008 Garden Media Group."— Presentation transcript:

1 1 Garden Media Group’s “Mega Trends to Garden Trends” Susan McCoy © 2008 Garden Media Group

2 2 Industry Snapshot ’07 Floriculture wholesale report Total industry sales increased +1.7% Bedding/Garden segment decreased 3.7% Potted vegetables increased +9.5% Potted flowering plants increased +6.3% Poinsettias +5.8% Orchids increased +4.5%, Gerbera +2.3% Foliage increase +19.3% THE 2007 U.S. FLORICULTURE PRODUCTION PIE $3.563 BILLION IN SALES* (FINISHED PRODUCTION ONLY - WHOLESALE VALUE) Pots 18.5% Foliage 17.7% Bedding/Garden 49.5% Cut Greens 2.6% Cuts 11.7% USDA/NASS, Agricultural Statistics Board; Floriculture Crops Summary *I ncludes finished floriculture production (wholesale value) only for firms with $100,000 or more in wholesale ("farm gate") sales in 15 states.

3 3 Industry Snapshot 2007 National Gardening Survey Retail sales up 3 % to $ billion, Lawn Care (+25%), Vegetable gardening (+22%), Ornamental gardening (13%), Herb gardening (52%). Average household spending: $428 – up 7% 3 million fewer households than the five-year average of 85 million Lawn care 48% (same) still the most popular lawn and garden activity Followed by Indoor Gardening - 31% (35%) Flower gardening - 30% (33%) Landscaping - 27% (30%). Do-it-yourself Home & Garden Survey

4 4 GWA Late June 2008 Organic gardening Though less than a majority 30% high interest 15% very high interest Public interest in organic gardening has grown from an estimated single digits a decade ago to almost half of all households, today. Sustainable gardening - Still a relatively new concept that may suffer from a lack of uniform definition and public understanding Sustainable gardening has gained the attention of almost 2 out of every 5 households 27% high interest and 11% very high interest

5 5

6 6 GWA Late June 2008: Retail This year, approximately 2 out of 5 consumers purchased most of their spring garden plants from Mass merchandisers/do-it- yourself stores - 42% Garden centers/local gardening stores - 39% These results represent a shift from the consumer response last February indicating their pre- season plan was to purchase most of their spring plants at Garden centers or local retail stores - 46% Mass merchants - 44%

7 7 GWA Late June 2008: Spending? The majority of consumers (69%) are planning to spend less than $500 on their yards and gardens this year, 18% are planning to spend between $500 and $1,500. Another 8% are planning to spend more than $1,500 On average, consumers are planning to spend about $771 making improvements and doing maintenance.

8 8 What’s In What’s Out for Garden Trends to Watch © 2009 Garden Media Group

9 9 Top 11 Garden Trends for Bubbling 10. Worldly 9. Global Colors 8. Quick & Simple 7. Info Lust 6. Outside In 5. Water In Water Out 4. Locavore 3. Blended Gardens 2. GIY 1. Eco-Boosting

10 10 1.Eco-Boosting: Driven by the Greater Good Generation A by product of the on-line revolution – we all feel an invisible sense of connection with the world See ourselves as “instrumental parts” of a much greater picture Feel “personally responsible to understand and engage with the whole” Faith Popcorn calls this trend Save Our Society We are much more ecologically aware and have a desire to build up society

11 11 1. Eco Shift: Social Movement We are in an emerging “planetary culture” where we are realizing that we are all in this together. One planet, one people. The green movement is emerging as a significant social movement. It’s a healthy consciousness that is bringing us back to the earth to be restored. Bill Doeckel Ball Innovations Reporting from the recent LOHAS symposium, 58% want to go “beyond sustainable”

12 12 1.Eco-Ego: Shift From Eco-Ugly to Eco-Chic ECO-UGLY - over- priced, low-performance, unsavory yet eco-friendly versions of the ‘real thing’ To ECO-CHIC eco- friendly stuff that actually looks as nice and cool as the less sustainable originals There has been a “status shift” with consumers eager to flaunt their green lifestyles -- ECO- ICONIC Source: Trendwatching Terrain at Styer’s Spa Center

13 13 Consumers want to telegraph their “green” credentials: hybrid cars and canvas shopping bags. Eco-lifestyle satisfies consumers’ need for eco-status. Look for Eco-icons: bold designs helping owners “show-off” their eco- credentials. 1.Eco-Ego: Eco-Iconic

14 14 1. Eco-Iconic: Gardens Growing Anywhere Green building is the fastest-growing trend to hit since the Internet. From pergolas in gardens to green walls in urban decks, plants are going vertical, horizontal, and everywhere in between. Green roofs and walls add to the ECO-ICONIC landscape. Green roofs and walls will increasingly appeal to households, too. San Francisco wants to be the greenest city in the US. The city’s Civic Center is being turned into a sustainable resource district -- San Francisco’s renewed green heart – with solar panels, wind turbines, and living roofs, reducing the city’s carbon footprint by 2,225 tons - the equivalent of 1,286 San Francisco households!

15 15 1. Eco-Ego Stories People love a good story to tell Provide buyers with a little knowledge about the niche eco-brand Let consumers discover story details that make perfect conversation starters Give them “bragging rights” - an eco- boast - to get a “status fix” from their peers I n 1774, during his second exploratory sea voyage to the South Pacific, Captain James Cook discovered Norfolk Island. He also discovered the Norfolk Island Pines, these stately 200’ giant conifers. They were prized for the desperately needed pine planks for ship building and flax for making sails. Norfolk Island Pine Costa Farms Bragging Rights!

16 16 1. Next phase: Eco-Embedded Anything that becomes truly embedded into daily life without us noticing or resisting Or by default leaves no choice, no room for complacency Think: Ban on plastic bags or gas guzzlers; LEEDS green buildings The 4 th R of Environmentalism 1. Reduce 2. Reuse 3. Recycle 4. Regulations Plastic Bag Ban Source: Trendwatching

17 17 1. Eco-Boosting: Maslow Must Have Been a Gardener

18 18 1. Eco-Iconic  Eco-boosting Eco-Boosting is the new “neutral.” Not enough to be just “carbon neutral.” Move from ‘merely’ neutralizing eco- effects to actually boosting the environment by doing something extra Companies move from offsetting their undesirable eco-effect to boosting the environment by doing something extra. Takes sustainable to the next level. Source: Trendwatching

19 19 88% are more interested in the environment than they were just a year ago 63% would pay more for environmentally responsible products We pick companies that are good for society -- 98% feel corporations are obligated to help preserve the environment Consumers now expect forward-looking brands to do the eco-work for them May 2007 Cone Consumer Environmental Survey Vegetable Gardening is up 20% to $1.4 Billion in Eco-Ego: Consumer Shift

20 20 1. Eco-Ego  Eco Boosting: Positive O 2 Impact For gardening, it’s not just about being green but also about being responsible Being mindful of what goes into our gardens Keeping a focus on the local rather than the global Being aware of the environmental and human impact of building a garden. “Leave it as you found it.”

21 21 1. Eco-Boosting: Greener than Green Gardeners are more aware all the time of our role as naturalists and conservationists. We're shopping locally, We're looking for native plants that thrive in our own climate and conditions. Forget about needy plants If you must, grow them in a place where they're easy to care for. Marty Ross Syndicated Garden Writer Bees love Conard-Pyle's 'Grand Bleu‘ Caryopteris

22 22 Even more emphasis on environmental stewardship in the home garden Recycled materials in the garden - bamboo, Adirondack chairs made from recycled plastic shopping bags, etc. Gardening for wildlife James A. Baggett, Editor Nature’s Garden Better Homes and Gardens 1.Eco-Boosting: Environmental Stewardship

23 23 1.Gardening for Life: Gardening with Nature Garden ‘drugs’ are Out! Consumers want plants and products with no toxic pesticides that are harmful to wildlife, family, and pets Gardeners respect the balance of nature and are nurturing the earth Goes beyond “organic” Things like earth worms and beneficial insects are important. Composting and compost teas are in big time.

24 24 1. Gardening ‘Au Natural’ As more people get into vegetable gardening, there will be an upswing in the popularity of garden solutions for things like tomato hornworms, squash bugs, cucumber beetles, etc. --- especially natural/organic solutions. Justin Hancock BHG.con

25 25 1. Eco-Boosting: Feel Good Plants ”We’ve come to a point in time when gardeners want their landscapes to benefit their environment, not pose a potential threat to it. People aren’t buying just for ornamental beauty. Must do something for the planet, not just for me.” Steve Hutton President, The Conard Pyle Co. Fragrant & yellow Sunny Knock Out offers the same level of disease- resistance as the original.

26 26 1. Eco-Boosting: Perennials Popularity increasing from the past decade Favored more now with annuals, as container plants, for low maintenance, or for specific uses. Trend reflects the desire to balance technology with nature, to seek calm, to find sustainability “New Wave Perennial Gardening” Emphasizing tough, sturdy perennials planted in masses and chosen for hardiness and structure for that climate. Oudolf estimates he spends 1/3 less time tending these plants. Plants are self seeding and have a high survival rate. Fran Sorin from Dutch garden designer Pier Oudolf Eryngium x 'Big Blue' Sea Holly North Creek Nursery

27 27 1. GWA Late June 2008: Natives This was a relatively unknown topic only a few years ago Today a majority of the gardening public say they want to know more about natives 52% are highly interested in native plants

28 28 1. Gardening for Life: Wildlife Habitats Plants with seeds, berries, nuts, sap and nectar offer food, shelter and nesting places. Native plants provide birds with the foods they've been eating for thousands of years. Get a list of the best plants for your state at David Mizejewski Host, Animal Planet's "Backyard Habitat” National Wildlife Federation

29 29 1. Eco-Boosting: Natives Natives are good for the environment by creating biodiversity. Hot market and not going away especially with growing awareness of invasive species. Steve Castorani North Creek Nursery Vernonia lettermanii ‘Iron Butterfly’

30 30 1.Gardening for Life: Wildlife Sanctuaries Meadow gardening is coming back big time Creating biodivisity Bringing wildlife back Is cost effective Easy to maintain & “Eco-Boosting” Conard Pyle’s Little Joe Pye Weed Veronica ‘s Tickle Pink

31 31 1. Redefining American Beauty, by the Yard Great Delawning of America and believe it'll only increase in popularity, caused by water shortages and growing environmental concerns generally. Susan Harris Garden Rant Fresno is considering lawn buybacks to conserve water. Officials say residents use 325 million gallons a day, much of it to water lawns.

32 32 1.Eco-Chelsea The 85th Chelsea Flower Show Chelsea Goes Green Patio heaters, a controversial staple of British life, have been banned from the garden displays and shops. Several gardens will have living "green walls" for smaller urban spaces. The waste from every stand will be photographed to create a baseline for measuring the environmental impact of future shows. As reported on TreeHugger:

33 33 1.Eco-Boosting: Agro-Housing Multi-tasksing Buildings: Apartment tower Vertical greenhouse Multi-level greenhouse for cultivating vegetables, fruits, flowers and herbs Drip-irrigation system, heating system and natural ventilation 50% of China's citizens will eventually live in its cities The concept by Israeli Knafo Klimor Architects is a combination of housing and urban agriculture.

34 34 1. Eco-Boosting: Slow Sanctuaries Gardening is all about nature, wildlife and Slowing down Finding solitude Communing with nature Exercising outdoors Meditating

35 35 1. Eco-Boosting: The Happiness Thing Today’s consumer looking for brands that help them find and create happiness in themselves Happinomics – after $50,000 in personal wealth, happiness comes from within. Gardening is part of this ‘happiness trend’ Gardening = Relaxation & Peace Tending a garden helps people achieve higher levels of happiness  self gratification

36 36 2. Grow It Yourself (GIY) “Coming home” is the over-riding trend. Doing it ALL for Me is Out – for most who just can’t afford this luxury. Due to economic, environmental and geo-political concerns, Americans seek authenticity and simplicity. Garden Design July August 08

37 37 2. Grow It Yourself (GIY) “I think we are going back to the 50’s decade… we expect consumers to start growing food in their own gardens.” Faith Popcorn trend analyst

38 38 2. Grow It Yourself (GIY) GWA Late June 2008 Almost 1/2 of households - 43% - grow vegetables The top reasons they do not grow vegetables: No time (29%) No interest (21%) No space (20%) Lack of knowledge (8%) Not enough sunlight (6%).

39 39 2. Grow It Yourself (GIY) Recent National Gardening Association survey shows Lawn and garden activities up more than a billion dollars to $35 billion * Garden Writers Association 2008 late spring survey More than 1/3 of Americans are adding a vegetable garden and 10% plan to add herb gardens Young people are growing herbs and spices along with vegetables in their gardens.

40 40 2. Grow it Yourself (GIY) 2007 Interest in growing fruit, vegetables and herbs has risen 21% since 2007* Vegetable gardening has risen 22%* in 2007 Herb gardening has increased 39%: over 15 million households participated in 2007* Strawberries are being used as ground covers Seed sales reportedly have doubled this year over last year. *NGA 2007 Survey

41 41 2. GIY: Swapping & Sharing CSA’s increasing and full Community Garden waiting lists lengthening Plant swaps on the rise

42 42 2. Vertical Farming It will take just 150 buildings to feed the entire city of New York per year. Even better, these farms would be self- sustaining and LEED certified. The cost would be around $20 million per building, but could feed over 50,000 people. The benefits of Vertical Farming clearly outweigh the drawbacks: Access to year-round fresh fruits and vegetables Organically Grown: no herbicides, pesticides, or fertilizers More food using less land HeliumBalloon.blogspot.com

43 43 2. GIY  Slow Gardening GIY is an off-shoot of slow food movement People taking more time to enjoy life: To grow plants from seeds or transplants To grow herbs and veggies and actually harvest and cook them To enjoy the bounty with friends and family – the ultimate luxury! To reconnect with nature

44 44 3. Blended Gardens "Instead of mowing your lawn, you should eat it." Eric Schlosser FAST FOOD NATION

45 45 3. Blended Gardens Edible plants in ornamental beds will be less of the strange combination people perceive it to be. Steve Aitken Managing Editor Fine Gardening Garden Design June July 2008

46 46 3. Blended Gardens: Edible Landscapes Garden Centers report they can’t keep vegetables on the shelves. Safe, wholesome consumers have control of the food chain Cooking shows are hot Edible landscaping is where ‘practical meets pretty.’

47 47 3. Blended Gardens: Design for Life Food prices continue to rise Gas continues to go up Will see more homeowners wanting to mix their “annual vegetables” And small fruit trees with their perennials and shrubs ‘Pink Lemonade’ – the first pink blueberry Briggs Nursery

48 48 3. Blended Gardens: Fruit Fruit-bearing shrubs like blueberries and gooseberries are showing up as ornamental shrubs – to feed both the birds and the homeowners Demand for strawberries, raspberries and blackberries bushes is high Fruit trees are selling out Great way to landscape, eat, and have fun!

49 49 3. Blended Gardens: Back to the Land The focus is back to the land: the garden as outdoor living area is firmly rooted, now we want to add home-grown to the entertainment mix for family and friends. Edible Estates (making the front lawn into an ornamental but productive space), to mixing lettuces and parsley with the roses and petunias. We’re buying into the small local farm-CSA-farmer market lifestyle, and bringing it home. Mini-veg, colorful veg (think Ros Creasy).... Chefs label ingredients with the source; we can do the same saying “I grew it myself.” It’s hip, its cool, and its what gardens started out as! Ethne Clarke Garden Editor, Traditional Home

50 50 3. GIY Color Influence

51 51 “Locavore” was first introduced in 2005 The word spread like wildfire New Oxford American Dictionary named locavore the word of the year for 2007 ‘Lo-ca-vore’ 4. Local is New Organic

52 52 Consumers looking for local purveyors of anything – from jewelry to plants Regional plant sourcing huge for consumer success Clearly, the right plant from the right spot is on the consumer’s mind Local is now your backyard Educate, educate, educate 4. Local is New Organic

53 53 4. Locavore Increased emphasis on native American and prairie plants. James A. Baggett, Editor Nature’s Garden Better Homes and Gardens Natives are the new “local”.

54 54 4. Local: Natives Rule Natives should rule the garden. “Nativar” – A cultivar and/or hybrid of a Native species. Allan Armitage Breeder and Author

55 55 4. HYPERLOCAL People cling to the local more fanatically than ever. Millions of consumers find themselves in a very local world 49 weeks of the year. Preference for things produced locally, ethically, and authentically attract eco-loyalty.

56 56 5. Water is In and Out! Wasting water is definitely “out!” Promote better land stewardship & create a more positive image for plants, landscapes & your business. Educate your community about drought resistant plants & water conservation For tips & strategies, visit: anla.org/waterwise

57 57 5. Water is In 86% of Americans say they are conserving water to reduce their impact on the environment. * 13 million households participated in water gardening. Rain gardens are popping up Offer water saving products – timed sprinklers, soaker hoses, rain barrels, rain water tanks, water-efficient nozzles *Cone Consumer 2008 Environmental Survey

58 58 5. Water conservation GWA Late June 2008 Noticeably more Americans are planning to save water this year 70% in 2008 vs. 61% in 2007 Although Cone says 86% are conserving water, GWA reports 30% of households have no plans for water conservation 1 in 4 or around 24% plan to use more mulch to do the job, while about one out of seven are planning to use either drip irrigation or more drought tolerant plants. 81% have a high level of interest in conserving one of our most precious natural resources.

59 59 5. Water: High Energy Gardens And of course we are increasingly interested in the environment. Waterwise planting and water recycling is fashionable but the intelligent use of water and low- energy gardens are the future. We are already seeing the demise of the patio heater; Maybe we will see the demise of the high-energy garden? Fisher Tomlin The Garden Journal

60 60 5. Water: Plants that Drink Responsibility Desert Plants Grasses Prairie Plants Mediterranean Native Garden Shrubs & Perennials Succulents, cacti, yucca and ferns Blue Maid holy Twister Baby locust Cacti Garden Costa Farms

61 61 5. Water Water in the garden is an essential element Fountains – water without the mess or maintenance Add value Plug & Play I’m seeing lots of water features such as fountains- not only in the garden but on tabletops, and sometimes more than one in the garden. Adding a fountain to your garden, even a small fountain, is a great investment. Jon Carloftis Garden Designer

62 62 6. Bringing Outside In is In Homeowners are now extending nature’s influence by bringing the outdoors inside. Indoor houseplants are in demand Consumers concern for health benefits and indoor air quality The USDA saw a 19.3% increase in Foliage sales in 2007 Red Sister Cordyline Costa Farms Peace Lily Costa Farms

63 63 6. Outside In: At Home NASA scientists recommend at leaset one indoor plant for every 100 sq. ft of living space Indoor plants = healthy living Seeing more: Inoor tropicals Live plants for the holidays Indoor herbs gardens Micro-greens

64 64  6. Outside In: The Office Peace lilies at the office.  Research shows plants in the personal space at the office:  Increase productivity  Reduces stress  Reduces headaches and dry skin  Cleans the air of up to 87% of the indoor air pollutants  Add humidity  Increases attendance

65 65 Green roofs and walls appeal to households... increases 6. Outside In: Living Walls Manhattan living room

66 66 6. Outside In: Greenbuildings Plants are going vertical, horizontal, and everywhere in between.

67 67 6. Outside In: Urban Vertical Farming A cluster of 30-story towers on Governors Island that generate clean energy and purify wastewater. Not too advanced, right? What if those buildings also produced fruit, vegetables, and grains? The idea of "eating local" just got a lot more interesting. Dickson Despommier, a professor of public health at Columbia University hopes to make these visions a reality. HeliumBalloon.blogspot.com

68 68 6. Outside In: O2 for You: Plants with a Purpose Public service launched “O2 For You - Plants with a Purpose” This grass roots public service campaign educates about the dangers of indoor air pollution Raises awareness about the health benefits of indoor plants: Producing oxygen to removing VOCs and carbon dioxide Purifying the air of indoor toxins The Green Industry has a message to tell. Let’s tell it.

69 69 7. Info Lust Lack of knowledge is still the #2 reason people do not garden more Gardener are getting their garden information from: Friends Sharing knowledge Classes & workshops Local Garden Media Extension Agents Magazines & Books Internet Blogging Tags are critical

70 70 7. Info Lust: Sharing Knowledge 78% turn to neighbors and friends for gardening advice – A survey of 1,000 Minnesota gardeners published in the HortTechnology January– March, 2008 Publications containing color photos and illustrations were also highly valued.

71 71 7. Info Lust Wanna be gardeners are packing master gardening classes People are traveling long distances for ‘how to’ instruction on gardening. Hungry for inspiration Hungry for information Hungry for instruction

72 72 7. Info Lust: Internet 1/3 expressed high interest in web-based gardening information Blogs have a strong following among gardeners, 23% read blogs of all types Of those, 27% read garden-related blogs GWA June 2008

73 73 8. Quick & Simple We will see less over-the-top gardens, more sustainability, more organic, more recyclable pots. “Quick” and “simple” continue to be great catchwords, but the industry needs to follow through on those promises. Steve Aitken Managing Editor Fine Gardening

74 74 8. Quick & Simple: Shrubs Shrubs – Sustainable and less work. Less maintenance – people are looking for more reward for the work they do. Lots of blooms and easy care. People have less time. Less struggle and want more success with no special care. Multi Tasking – provide beauty combined with food and shelter The Queen of Quick & Simple

75 75 8. Quick & Simple: Shrubs Shrubs have strongest growth potential for long term success. Plant the right shrub in the right spot, and it will live almost forever with little to no care – low eco impact. Allan Armitage Breeder and Author Viburnum nudum 'Winterthur' Star Plants

76 76 8. Quick & Simple: Containers From extra large perennials to gigantic-sized pots, bigger is better. Doug Jimerson Garden Editor-in-chief Better Homes & Gardens

77 77 8. Quick & Simple: Containers Containers no longer a trend but a garden stable. People gardening in smaller spaces – often only in a container. Foliage gives boom without the bloom – all year. Square is the new round Succulents in Campania Nyssa cast stone planter Rose Iresine

78 78 8. Quick & Simple: Perennial Containers Seeing lots of containers with shrubs and perennials. Seeing the one note containers with just one evergreen Mini Garden Campania Medallion Planter

79 79 8. Quick & Simple: Easier Gone are the 3 note containers with the thriller, spiller and filler formula Containers are more free form and fun.

80 80 8. Quick & Simple: Sustainable Accessories Move toward natural materials like cast stone and terracotta instead of plastics Also earth tones – naturals are more organic, sophisticated Peter Cilio Campania

81 81 8. Quick & Simple Need good programs to reach the “new gardener” – young mothers, Color Easy Watering/Care Instructions

82 82 8. Quick & Simple Test program from Costa Farms

83 83 9. Global Colors

84 84 9. Global Color Forecast and Trend Inspirations Awareness of Global Connectedness and Environmental Responsibility Drive Consumer Color Preferences for 2009 Strong feelings about increasing cultural unity & personal commitments to a better environment are the inspiration for colors. Expect consumers to choose bright, layered colors as opposed to the earthy, neutral tones of edition of ColorForward™

85 85 9. Color: Pantone Summer 2009 No one specific trend in color Summer 2009 focuses on a state of mind Colors celebrate the spirit of independence Colors promote individuality Largely influenced by sociological factors... Changing world Emergence of new markets People taking a proactive stance for the betterment of the world.

86 86 9. Pop Art Color Colors are bold, crazy, exaggerated and in your face, almost like pop art. Reflecting a playful spirit in the face of world events Donna Dorian Garden Design Magazine

87 87 9. Colors: Warming trend in colors Metallics everywhere. Bronze, gold, silver, stainless steel Acid Colors: purple haze, electric pink and acid yellow, far out green Mixing it up with neutrals Tan browns and nature inspired greens Incorporate these color combinations into plants and products. Patmos Bronze Planter Campania

88 88 9. Color 1st Color 1 st, most important, in gardeners’ mind And people get their color from flowers Followed by foliage – more sophisticated look Seeing lots of texture in the shade Gene Bussell Garden Editor Southern Living

89 89 9. Fashionable Return to Color “Show garden designers have been leading us out of a decade of monochromatic grasses into much stronger colour combinations.” Fisher Tomlin From deep purples to rusty reds and ochre to sunny mixes of blues, yellows and oranges Simple palettes to exuberant mixes A spirited Mosaic of strong saturated hues intermingle cultures and express an openness to making new choices.

90 90 9. Color: Chelsea goes green Not just in the sense of recycling and reusing, but also in planting schemes. Blue and purple flowers may have dominated Chelsea as of late, there has been a shift: This year the Main Avenue was all shades of green. Show designers made lush foliage a feature, with strong lines of hedges, tall palms and sculptured Buxus.

91 91 9. Color Agents: Yellow in 08 Interior, leisure, travel and dress trends influence our use of color Most important and fastest changes come from within the industry Development and marketing of new plants and products influence colors Garden designers and garden writers pick up trend from breeders and growers Bahama Bay® Calibrachoa Cabaret Yellow Sunny Knock Out®

92 92 'Trocadero' Hachmann Briggs Nursery MICHAEL KORS SPRING ‘09 Sun Parasol® Crimson mandevilla Costa Farms ‘Carefree Spirit‘ Star Roses ‘Knock Out‘ Star Roses Red Red Red AARS Winner

93 Global Color: Focus on Foliage We have moved away from vast tracts of grasses to an emphasis on trees and structural foliage to set off more varied plant structure. Less wispy grasses, more foliage contrast. Fisher Tomlin Journal of Garden Design Caryopteris x 'Snow Fairy' Variegated Blue Mist Shrub North Creek

94 Worldly: Global Comes Local Multicultural world ‘bazaar’ of colors, textures, sights & sounds. From antique weathervanes, birdbaths and rakes, to watering cans full of artful flowers, folks are turning back the clock. One-of-a-kind hand-carved artisan pieces are in demand, Natural materials and designs are incorporated into the 21st century. Found objects, like these 300 year old India doors, are popular at terrain at Styer’s

95 Worldly: Personal Space As we travel more, we tend to bring more of our “memories” home. Couple this with the current Asian influences “hot” with the approaching Beijing Olympics. Creating a personal vacation spot at home - personal retreat or Zen garden. Sound of water but not a big expensive pond Rich gem tones for color Whimsical and Mythical pieces for the garden - to have a little fun.

96 Worldly Is In Elements reveal the simple lines and zen-images associated Asian influences evoke tranquility and serenity. African, Indian, and mid-eastern and “ethnic” elements are seen in patterns, textures and colors. Folk Art is In adding elements that hearken to a simpler time. And modernist-free-forms reminiscent of the 60’s-70’s era. Asian earthenware by Campania Asian earthenware by Campania

97 Bubbling: Protecting Our Space People are staying at home in their own bubble. It’s different from cocooning. They are very into their space. Donna Dorian Garden Design Magazine

98 Bubbling: Fast Sanctuaries Not like the cocooning after 9/11 People into their entire backyards – their personal living space -- sociable spaces, from outdoor kitchens to showers, offices to gyms Staying home and enjoying entertaining, outdoor dining, relaxing, and playing Looking for that 3 rd place – the Starbucks Syndrome. “No longer content with just outdoor kitchens, homeowners will add entire great rooms outdoors this year.” American Society of Landscape Architects (2008)

99 Bubbling One out of three (33%) say their primary reason for gardening is better mental health, nutrition or fitness. 30% garden to increase curb appeal and property value and create a better home environment. *Garden Writers Association late spring survey-2008

100 Bubbling People staying at home – they are investing in their homes. Shrubs, perennials, natives - anything with lasting value. Want to keep up with the Jones’ but with own style and personality Still time strapped so looking for easy care, high value plants. Gene Bussell Garden Editor Southern Living

101 Bubbling: Curb Appeal People trying to sell their houses will likely regard good landscaping as a selling point along with fresh paint. And continued high gas prices and the weak economy will prompt more people to stay at home rather than travel or shop, where they may find more time for their lawns and gardens. Bart Ziegler Wall Street Journal

102 102 This slow awakening is driving a new focus toward plants and away from hardscaping.

103 103 And the buzz... It’s All About the Plants. Plants are the trend & the fashion.

104 104 In the end... ‘Flower in the crannied wall’ Alfred, Lord Tennyson (1809–1892) FLOWER in the crannied wall, I pluck you out of the crannies; Hold you here, root and all, in my hand, Little flower-but if I could understand What you are, root and all, and all in all, I should know what God and man is.

105 105 © 2008 Garden Media Group To download & reprint the GMG 2008 Garden Trends Report or view all Trend Reports, go to: GardenMediaGroup.com & Please remember to give GMG credit


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