It’s no secret that Millennials have become the key influencers of new products across a wide variety of industries.
Gardening is no exception.
Brands looking to stay relevant in the garden industry and appeal to this powerful consumer must adopt what we have coined in our 2015 Garden Trends Report, a “portable gardening” attitude.
Whether developing a new market strategy or looking to appeal to a different target audience, it’s key for garden brands to remain flexible and keep looking ahead so that they can quickly fill the ever-changing needs of their consumers.
Read on to learn why garden brands must adopt a “portable gardening” attitude.
The Perfect Pair
Garden Media's 2015 Garden Trends Report, explains portable gardening as involving lightweight, adaptable planters with wheels, handles and other movable parts.
This type of gardening caters to the flexible individual who favors the idea of renting over homeownership.
Millennials and portable gardening go hand-in-hand. As a generation who values freedom over most things, this trend offers the best of both worlds – an opportunity to garden while on the move.
(As a busy millennial who rarely spends much time at home and doesn’t offer a hospitable environment for most houseplants, I can personally attest to this.)
Brands looking to appeal to consumers ages 18-34 must recognize this as a trend and adapt accordingly.
When it comes to Millennials, gardens thrive in the most unexpected places.
Social Media Success
Social media is one of the best ways brands can monitor consumers’ needs and receive feedback in real time.
Original content that caters to the specific type of social media outlet helps to drive the most traffic and reach a larger audience.
Millennials value personalization. Garden brands that can connect with their audiences and successfully continue the conversation using social media will ultimately thrive.
Brands behind successful social media campaigns know how to adapt quickly to consumers’ changing needs and tackle issues like negative feedback online.