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1 Garden Media Group’s Mega Trends to Garden Trends February 4, 2010 © 2010 Garden Media Group.

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Presentation on theme: "1 Garden Media Group’s Mega Trends to Garden Trends February 4, 2010 © 2010 Garden Media Group."— Presentation transcript:

1 1 Garden Media Group’s Mega Trends to Garden Trends February 4, 2010 © 2010 Garden Media Group

2 2 Let’s Look at What Global Consumer Trends Are Shaping Buying Habits And how to use them to motivate your customers

3 3 Top Global Consumer Trends Social Mindful A-C-G- Generations Eco-Bounty Down-Sizing Buy Local

4 4 Mindful is in. Bling is out. The collapse of greed and self-indulgence A new patriotism of spirit – volunteering has trumped greed. Shift from ‘Me’ to ‘We’ It’s a healthy consciousness that is bringing us back to the earth to be restored. Bill Doeckel Ball Innovations

5 5 A is for Ascending Generation 30-to-50 somethings are redefining adulthood with their young-at-heart lifestyle Driving demand for products made from recycled materials in sync with their focus on social and environmental issues. Opportunity: Show them creative ways to sustain their lifestyle and express their individuality in the backyard The A-Generation

6 6 The C-Generation Content Creative Control Sharing an experience is as valuable – if not more valuable – than the actual experience itself. Opportunity: Provide personalized products, services, and solution information Offer venues for sharing gardening experiences

7 7 The 500 Pound Gorillas 350 million Facebook users – up 600% 50 million Twitter users - up 1,382% 17% “Matures” —63 to 75 — use Twitter regularly Facebook users post 45 million updates daily Nearly 28 million “tweets” daily 3 Years of content being uploaded daily to YouTube

8 8 The C-Generation: Mommies Moms are spending time online searching for promotions and sharing opinions, 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 advice 97.2% give advice Retail Advertising and Marketing Association

9 9 The G-Generation Reputation Economy Sharing a passion and receiving recognition has replaced 'taking' as the new status symbol Service Rocks! More people volunteering Giving and donating is painless, if not automatic Opportunity: Let customers co- donate and/or co-decide what causes to support. Shift from “Me” to “We” Giving is the new taking, and sharing is the new giving!

10 10 Eco Bounty A by-product of the on- line revolution Save Our Society trend Ecologically aware Desire to build up society

11 11 Eco-Bounty 9 out of 10 are “green” in some form 59% working for a better environment 84.4% willing to pay more for “green” garden/landscaping supplies Being “green” is defined by personal actions & identified by a lifestyle

12 12 ECO-BOUNTY Shift from eco-elitism to conservation and frugality Opportunity: Show consumers how gardening is the ultimate “green” activity – Plants are a good Value that support their environmental Values The invention of necessity, CowPots now brokers Carbon Credits 2009 Conscious Consumer Study (LOHAS)

13 13 Re-inventing Happiness Personal satisfaction and quality of life Gardening is part of this ‘happiness trend’ Gardening = Luxury + Relaxation + Peace Tending a garden helps people achieve higher levels of happiness  self gratification, self discovery

14 14 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) What does this mean for gardening/landscape design- build professionals? –Large porches, decks, trees and flower beds– new bonus room. –Current homeowners staying put and investing in outdoor living spaces.

15 15 Housing Opportunity According to a Gallup poll, landscaping can increase the overall value of a home by 7 to 15%. A home worth $250,000 has the potential to increase to $287,500+++ with the right landscaping! Opportunity: Show how landscaping protects and increases the value of their investment

16 16 New Homebuyers All about community Interested in the community of the whole word. Instant answers to questions Companionship Control over information Opportunity: Offer “how to” workshops Give venues to share success with others

17 17 “Locavore” was first introduced in 2005 New Oxford American Dictionary named locavore the word of the year for 2007 ‘Lo-ca-vore’ Local is New Organic

18 18 Local is now the backyard Clearly, the right plant from the right spot and for the right spot is on the consumer’s mind Opportunity: Promote locally grown & native plants as ideal for your yard Local is the new organic

19 19 Buy Local "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 Opportunity: Position your business as a local provider

20 20 Local Marketing Opps Target customers on line with Set up Facebook Fan Page Facebook ads Use mobile devices and local Internet searches Use one-to-one e-mail marketing to treat customers uniquely and individually

21 21 State of the Industry Things are looking up! Gardening is Back!

22 22 Nursery & Garden Stores U.S. Industry Report 2009 Products and techniques have experienced significant change in the last twenty years Continued shift towards environmentally friendly products Changes centered around organic gardening, using natural products Key Industry Figures 2009 Industry Revenue*29,200$Mil Revenue Growth*-6.7% Industry Gross Product *4,814$Mil Number of Establishments *14,892Units Number of Enterprises *12,063Units Employment*130,305Units Total Wages*3,036$Mil

23 23 Industry is promising: –Aging of the population –Increasing need for help –Outsourcing of landscaping services –Continuing franchising of the industry Landscaping Services U.S. Industry Report 2009 Key Industry Figures2009 Industry Revenue*52,390$Mil Revenue Growth*-5.2% Industry Gross Product*34,261$Mil Number of Establishments*274,204Units Number of Enterprises*272,611Units Employment*1,139,538Units Total Wages*19,219$Mil

24 24 Product lines likely to do well in 2010? Most garden centers expect business to be as good as this year, if not better. Listed in “most cited” order 1.EDIBLE PLANTS 2.ORGANICS 3.Design/Service 4.Container Gardens 5.“Green” Products 6.Water Garden 7.Irrigation 8.Herbs 9.Fountains 10.Décor 11.Composters 12.Birding 13.Native Plants Predictions offered by 211 garden retailers

25 25 GMG 2010 Trends © 2010 Garden Media Group

26 26 Main Street is in. A new priority and the way we veiw $$$ Balancing practicality with comfort and fulfillment. Responsibility, meaningful relationships and connectivity #1 “Can-do” truly American spirit powered by a new sense of self-sufficiency

27 27 Main Street is in. Renewed & nostalgic appreciation for our land Have become caretakers rather than developers. Certifying our backyard as a wildlife habitat Sharing yards and gardens Connecting to the soil... and each other Sharing the bounty Eating food that’s more nutritious, tastier and less costly

28 28 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 Main Street Is In

29 29 Edible Gardens "Instead of mowing your lawn, you should eat it." Eric Schlosser FAST FOOD NATION

30 30 Edible Gardens Are In. Lawns are out Replacing with gardens Manicured lawns are serving no purpose Want gardens to be productive, not just grass

31 31 Edible Gardens 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

32 32 Edible Gardens 37% plans to increase their edible gardens in 2010 29% about the same 1% plant less Supplement groceries Why less? –lack of success 14% –cost 13% –loss of interest 8% –and time involved 4% The Simple Garden makes it easy to grow herbs and veggies anywhere inside or out.

33 33 Blended Edible Gardens Blended gardens are “productive spaces” Mixing lettuces and parsley with the roses and petunias “I grew it myself.” It’s hip, its cool, and its what gardens started out as! Ethne Clarke Editor in Chief, Organic Gardening Rosalind Creasy Michael Pollan

34 34 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 APLD 2009 International Landscape Designer of the Year Blended Edible Gardens

35 35 Edible Gardens: Ornamental Fruit Fruit-bearing shrubs used as ornamental shrubs – Feed both the birds and the homeowners 4 seasons of color Perennial – ‘foreverism’

36 36 Edibles: Smaller Plants 6-Packs are Back Vegetables bred for containers--smaller size, less vining, still lots of production. Diane Blazek All American Selections

37 37 Edible Gardening: Swapping & Sharing CSA’s increasing and full Community Garden waiting lists lengthening Plant swaps on the rise

38 38 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.

39 39 GIY Trend continues -- growing plants from seeds or transplants Veggie gardening up 19% Seed sales up 30-50% Canning jars up 15% With LOHAS – Up 45% Looking for value, price & performance Slow Gardening

40 40 Eco-Boosting 58% of LOHAS segment want to go “beyond sustainable” Boost the Environment. Work with Mother Nature. Natural Marketing Institute 2009 LOHAS Research

41 41 Eco-Boosting Consumers think companies should focus on... 1 st -- Supporting people 2 nd -- Protecting the environment Last -- Profitability Opportunity: Position your business as an eco- solution Develop environmental programs families can easily adopt Natural Marketing Institute 2009 LOHAS Research

42 42 Eco-Boosting: Biodiversity 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

43 43 Eco-Boosting: Chelsea 2010 "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 Baulkwill Show Manager, RHS Chelsea Flower Show

44 44 Eco Boosting: Gardening for Wildlife Consumers are feeling they have more of a role as: naturalist conservationist and stewards of the earth Opportunity: Educate, Educate, Educate Help people fulfill their new purpose

45 45 Eco Boosting: Gardening for Nature 2008 NGA Environmental Lawn and Garden Survey 9 out of 10 households said it’s important to manage their lawns and gardens in an environmentally friendly way 53% know how to maintain their home lawn or garden using good environmental stewardship practices 30% don’t know how to care for their landscape in a way that is environmentally sound

46 46 Eco-Boosting: Perennials Popularity increasing from the past decade Increasing for low maintenance, low water use and low chemical needs Drought tolerant and long blooming “foreverism” trend – the plants are “never done” Early Bird Cardinal Centerton Nursery FUBUKI Hakonechloa 'Briform' USPPAF Briggs Nursery

47 47 Eco-Boosting: Gas vs Fire vs Solar Gas vs. fire for garden elements. Natural gas burns clean...wood pollutes. Susan Cohan Certified landscape designer

48 48 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 Opportunity: Help consumers “show-off” their eco-credentials and tell their eco-stories Eco-Ego Boosting: Eco-Iconic

49 49 Natives are the new “local” Natives should rule the garden. “Nativar” – A cultivar and/or hybrid of a Native species. Allan Armitage Breeder and Author 

50 50 Natives are the new “local” 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

51 51 Natives are In. Role of naturalist, conservationists and stewards of the earth Circle-of-life Native plants provide birds with a natural food source The best plants for your state:

52 52 Landscapes get 'green' ratings 1st national rating system for sustainable landscapes Star rating scale measures several criteria, including landscaping with native plants to reduce maintenance, irrigation and use of pesticides Opportunity: Be part of the Sustainable Sites Initiative

53 53 Multi-Tasking Goes High Tech Tech Gadgets Animal & Plant Cams Water Saving technology

54 54 Multi-Tasking: Rain Gardens & HellStrips Strip of dirt between the sidewalk and the street, Notoriously hard to grow plants of any kind Lack of water, heat reflected from paved surfaces, foot traffic, trash, and salt from winter snowmelt. Plant with drought resistant, native plants in ¼” gravel for ) maintenance garden HellStrip Portland Nursery

55 55 Multitasking Grows Goodness Single purpose is out. Luke Miller Better Homes & Gardens We’ll see more multi-purpose shrubs...ornamental, edible fruit. ‘Pink Lemonade’ Vaccinium Briggs Nursery

56 56 Multi Tasking Grows Up Vertical plantings hide an ugly wall Vertical lines blur the borders of the garden Living walls act as sound insulation Green walls provide a habitat for wildlife. At chelsea, the walls on this Fenchurch Garden are clothed in alchemilla mollis, grasses and sedums Sun Parasol Crimson

57 57 Multi Tasking Grows Green Walls Plants producing oxygen Plants remove 87% of VOCs - carbon dioxide Plants purifying the air of indoor toxins Plants beautify a space

58 58 Water is In. Water is Out.

59 59 Water is In and Out! 13 million households participated in water gardening Offer water saving products – timed sprinklers, soaker hoses, rain barrels, rain water tanks, water-efficient nozzles

60 60 Water is In Educate consumers on better land stewardship Create a positive image Promote your good practices For tips & strategies, visit: – – –

61 61 Succulent Gardening "Succulent Container Gardens" Debra Lee Baldwin

62 62 Water is In Water in the garden is an essential element Fountains – water without the mess or maintenance Add value Plug & Play “I’m seeing lots of fountains- on tabletops and in the garden, and sometimes more han one. Adding a fountain to your garden, even a small fountain, is a great investment.” Jon Carloftis Garden Designer Campania International

63 63 Outside In is In Extend nature’s influence by bringing the outdoors in Indoor houseplants 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

64 64 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: Orchids Indoor herbs gardens Live plants for the holidays

65 65  Outside In: The Office Peace lilies at the office.  Increase productivity  Increases biodiversity  Increases humidity  Increases attendance  Reduces stress  Reduces headaches  Reduces dry skin  Reduces fatigue Indoor plants purify up to 87% of indoor air pollutants - VOCs

66 66 Outside In: O2 for You: Plants with a Purpose Grass roots Public service campaign Educates about the health benefits of indoor plants Opportunity: Shout the green message.

67 67 Color! Color! Color! Turquoise: a color of deep compassion and healing, & a color of faith and truth

68 Purple! Purple! Purple! Rhododendron ‘Florence Parks’

69 69 Purple! Purple!! Purple!!! ‘Baptisia australis’ False Blue Indigo 2010 Perennial Plant of the Year

70 70 Color “I think we'll see much brighter colours with dark, moody backdrops." Andrew Duff Director Inchbald School of Garden Design Rhododendron 'Rabatz‘ Briggs Nursery

71 71 Gardens feed the soul Evoke all the senses! Create breath-takingly beautiful gardens Rachel de Thame of the London Times sees “A shift in mood, a yearning to combine common sense with the equally important business of feeding the soul. In challenging times, what we need more than ever is the pleasure and comfort we find in beauty. If you want to truly enrich your life, make your garden beautiful. Create something that makes you catch your breath as you step outdoors — and tend it yourself as much as you are able.”

72 72 © 2010 Garden Media Group To download & reprint the GMG 2010 Garden Trends Report or view all Trend Reports, go to: & Please remember to give GMG credit. 610-444-3040

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