New Varieties Digital Guide 2023 - 45

Costa Farms
its aftermath could lead to permanently lower incomes for those
affected. Additionally, attitudes shaped by economic circumstances
during youth tend to stick with a person. Millennials and
Generation Z consumers are more likely to trust community groups
online than companies selling a product or service.
WHAT THE RESEARCH SAYS
As part of an effort to understand consumers wants and desires
more related to houseplants, a few colleagues (Hayk Khachatryan
from University of Florida and Charlie Hall from Texas A&M
University) and I went about to find these answers by coordinating
a research grant with American Floral Endowment, Altman
Plants, Costa Farms, Green Circle Growers, Hortica and Metrolina
Greenhouses.
What we found is that millennials continue to be rather unique in
their attitudes and behaviors. Although they have similar quantities
of houseplants to other generations, they purchase houseplants
more frequently than Baby Boomers, Generation X and Generation
Z. Millennial indoor gardeners have tended to focus on plants that
offer health or wellness benefits. As a result, indoor plants are set
to see further positive retail value growth over the forecast period
as consumers continue to embrace indoor gardening.
Their concerns for the environment will also play a role in
continued plant purchasing. As a result of this driving force in
behavior for millennials, we asked the study participants questions
regarding their optimism for the future and mental health status.
We found that purchasers were more likely to be more positive
than non-purchasers and millennials were more likely to be
optimistic for the future and have a more positive emotional status
than the other generations.
What is very positive for our industry is that 93% of millennials
believe houseplants make them happier. Although the average
rating for all of the participants was that they agreed houseplants
do make them happy, millennials strongly agreed with this
statement. When asked if they will continue their hobbies postCOVID-19,
75% of millennials said that they will continue their
hobbies at the same level as during the pandemic.
When looking at online engagement, millennials and Generation
Z are more likely to follow a houseplant retailer, grower, or
organization (associations and societies, for example) than
Generation X and Baby Boomers. But the younger the consumer,
the more likely they are to follow these firms. Additionally, they
are much more likely to purchase from these businesses after
viewing their social media. This means that online interactions
with consumers ages 18 to 40 are critical. Posting the business's
comings-and-goings and engaging with your consumers online
relates to built trust, especially with millennials.
Costa Farms
Costa Farms
Dümmen Orange
Proven Winners
Proven Winners
Dümmen Orange
GREENHOUSE PRODUCT NEWS 45
New Varieties Digital Guide 2023

Table of Contents for the Digital Edition of New Varieties Digital Guide 2023
