ACTIONABLE RESEARCH ON GEN Z AND MILLENNIALS

Millennials love plants—and nursery owners want their business.

Millennials love plants—and nursery owners want their business. According to a report from the 2019 National Gardening Association, Millennials account for $13 million of the $48 billion spent annually on lawn and garden products, and it’s changing the business. Startups like Horti, a plant subscription service, have noticed customers are making purchases based on a plant’s appearance (a.k.a. Instagrammability), and many nurseries have created waiting lists for their most sought after species. Because of the popularity of houseplants among Millennials, a slew of plant coaches and “plantrepreneurs” on Instagram are giving tips to their followers. (NYTimes, Inman)