February 2022 - 4

FROM THE EDITOR
MILLENNIALS MAKE
THEIR MARK
There aren't a whole lot of positives that have come out of the COVID-19 pandemic,
but there are a few.
Our industry has gained an unprecedented number of new gardeners since 2020 due
to lockdowns and consumers being forced to spend more time at home. The challenge
going forward will be to hold onto these individuals. One group to aim your sights at just
might be millennials.
As we reported last fall, when Axiom
Marketing* conducted its Gardening
Insights Survey of consumers in 2021,
62% of the respondents said they will
be planting more this year and 44%
said they plan to spend even more time
gardening in 2022 than they did in 2021.
Which demographic is driving this
enthusiastic response? Millennials!
The experts at Axiom took a deeper
dive into the data, focusing specifically
on millennial insights. " We know that
millennial gardeners are feeling confident
and spending more, " says Kathleen Hennessy, chief marketing officer at Axiom. " Our
research in both millennial home improvement and gardening found some interesting
trends. Knowing the interest of this age group can help garden centers speak directly to
their needs. "
Millennial males offer significant upside in 2022 when it comes to gardening. More
than one-third (36%) of male millennials say they're spending more time in their
gardens, compared to only 30% of female millennials.
Overall, millennial spending is increasing, but men say they'll be spending even more
dollars. More than half (52%) of male respondents say they will spend more money on
gardening; that number drops to just under 32% with female respondents.
STAYING ON TASK
What types of gardening tasks are millennials doing? For men, the top project
is creating space to entertain, with 47% of males saying they will be adding or
upgrading these areas. The top answer for millennial women, (42%) is creating a more
comfortable outdoor space. Upgrading hardscapes, such as retaining walls and patios,
comes in third for both males and females.
When asked what the biggest obstacle is to gardening more, the top answer for males
is time. Thirty-seven percent of males say there just aren't enough hours in the day.
The top answer for females is money, with nearly 33% of millennial
women sharing that finances preclude them from gardening more.
Do you have a marketing plan specifically for targeting
millennials? They are ready for you. Are you ready for them?
*You can download Axiom's Millennials Home Improvement report
at https://axiomcom.com/2021-millennial-home-improvement/.
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February 2022

Table of Contents for the Digital Edition of February 2022