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Move over, food porn: more evidence shows millennials want flowers & plants

5. Millennial plants gardening flowers houseplants trend 

Even more statistics have been published to prove that the green trend is rising among millennial consumers, with younger households enjoying gardening at an all-time high of 29%. There are social media stats showing a 90% increase in searches for indoor plants and some plant-related Google searches rose by a whopping 550% in 2017.

Gardening, once associated with older people, has everyone from the fashion world to celebrity circles now wanting a green haven or indoor jungle of their own. For florists, the opportunities are immense, particularly for sales of houseplants as many younger people are less likely to have their own gardens. The new generation of plant lovers are taking to social media to show off their new-found gardening prowess. And while the overall gardening retail market is currently worth over an astounding £5bn annually, trend-watchers report that more and more millennials are bringing the outdoors indoors, welcoming cacti, aloes and air plants into their homes.

 

🌿💚500 followers reached💚🌿 I want to Thank you ALL for that awesome support! I started this crazy adventure one month ago and i like it a little more every day! For me it's a new path on my own lifestyle mode, by stopped the virtual gaming life for something real, in phase to be vegetarian and resourcing myself with what the earth give us.. and i can't do that without my plants, and without sharing.. cause sharing is the life. Thanks for being here! You rock! 💚🌿🐕🐶 • • • • • • • • • • #pileapeperomioides #calathea #photooftheday #houseplantclub #houseplants #house_plant_community #plantenabler #idrinkandigrowthings #flauntyourleaves #plantstagram #talkplantytome #boyswithplants #pausewithplants #indoorplants #instaplants #indoorgarden #plantgang #jungalowstyle #apartmenttherapy #crazyplantguy #plantdad #plantdaddy #apartmentjungle #plantsmakepeoplehappy #therealhouseplantsofinstagram #plantlife #urbanjungle #urbanjunglebloggers #ihavethisthingwithplants #greenthumb

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Who are they?
Born between the early 80s and 00s, the trend-conscious millennial crowd have discovered gardening through platforms like Pinterest and Instagram. The concept of gardening fits right into many millennials' obsession with self-improvement and wellness and gives their social credibility a boost.

Celebrity frontrunners
Fashion icons like Kate Moss are expressing their love for all things leafy, influencers like Alexa Chung and Kelly Brooks are also on a mission to make gardening sexy. Other, more health-conscious celebs like Reese Witherspoon, Jake Gyllenhaal and Sienna Miller have even taken to gardening to grow their own produce.

All sorts of stats
According to Pinterest, searches for indoor plants in general increased by 90% in 2017 with ‘Terrariums’, ‘Cactus plants’ and Tropical plants’ also moving up in the ranks.

Google searches for ‘air purifying plants’ and ‘aloe vera’ were up a whopping 550% year on year in 2017. Likewise, Compost Direct also reports that 52% of people are using houseplants to purify the air in their homes.

According to a recent survey by The Student Room, millennials not only count on gardening as a hobby:
• 72% of millennials have helped someone else with their gardening
• 79% have grown a plant
• 75% enjoy growing plants but do not have the space
• 51% watched a range of gardening programmes
• 7% would consider horticulture as a career

 

Move over, food porn
Social media inarguably counts as the primary contributing factor to gardening’s growth in popularity, ‘Instagrammable’ cultivations also known as ‘plant porn’ have even dethroned ‘food porn’ as interest in garden-related content online continues to surge. However, the likes of Twitter and Instagram are not the only ones to contribute to recent interest. Responsibility seems to be another factor, with the nurturing of a plant being a sure-fire way of earning yourself some ‘adulting’ points, but the most surprising of them all is the wellness factor. As self-care becomes more of a hot topic, gardening fits right in with this shift in life’s priorities. Plants that benefit your health and transform small, otherwise unappealing spaces into havens of tranquillity.

More green, less time
Airtasker research has shown that gardening is a task that people are willing to outsource. Gardening may be hot right now, but the maintenance aspect is far from sexy and research found that 30% of people simply do not have the skills or tools to garden themselves. With less space and less time, modern gardeners are looking for outside help to incorporate into their everyday gardening practices, so Airtasker says it can take away the struggle. It’s a community marketplace that connects people and businesses with members of the local community who are able to compete tasks to earn a little extra.

Monstera Monday!! 🍃 I was so excited to post this one - it's the first time I got all of my large monsteras in one shot (there are also 9 cuttings propagating in water) 🌱 When we first moved into the empty flat, we knew exactly what we wanted to do with it, and I knew I wanted a green separation wall between the couch and eating/studying area. Took a good while until reached this configuration and I can happily say I'm very satisfied 💚 . . . #alondonersurbanjungle #monsteramonday #monstera #monsteradeliciosa #monsterapertusum #monsteravariegata #monateradeliciosavariegata #talkplantywithme #ihavethisthingwithplants #livingwithplants #house_plant_community #therealhouseplantsofinstagram #plantsofinstagram #houseplantsofinstagram #green_plant #lifeisbetterwithplants #plantlove #plantsmakepeoplehappy #plantcollector #planthoarder #plantaddiction #plantgoals #plantparenthood #indoorjungle #urbanjungle #urbanjunglebloggers #plantstagram

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Top photo by Rich Lock on Unsplash


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