January 2021 - 16

CONSUMER TRENDS
Exploring the Future of
Gardening Post-COVID-19
A wave of new gardeners is driving growth in the market; here's how to keep the momentum.
F
or the past 20 years, Garden Media Group has looked
into the crystal ball for future trends. And this year
is no different. The 2021 Garden Trends Report, " The
Great Reset, " offers a peek into what will be trending in
horticulture in 2021 and beyond.
How the world will change post-COVID-19 remains to be seen.
But Katie Dubow, president of the trendspotting firm, says one
thing is for sure: We are in the middle of A Great Reset.
" I have seen a lot of positive responses from independent
garden centers during the shutdown, and they all have one
common thread: Control-Alt-Delete, " says Dubow. " This
Great Reset is the biggest opportunity our industry has been
given to reboot, recharge, and rebuild. What are you going
to do with it? "
Here are the six trends that will shape the future,
according to Garden Media Group.
1. Improve Era
The world watched as stores, including garden centers,
shifted their supply chain from in-store to delivery and
curbside pickup. To continue to succeed, these pivots need
to happen more frequently and efficiently.
" Don't keep to the status quo by repeating what you've
been doing, " says Dubow.
The garden center customer has been trained, perhaps by
fire, to shop differently. They don't need as many choices.
16 | LAWN & GARDEN RETAILER | JANUARY 2021
Dubow says always opt for quality over quantity.
Shoppers are also getting accustomed to new
technologies such as electronic payments and touchless
transactions.
Additionally, consumers want experiences, and they
want them outdoors. " Take a look at what your business
practices have been and continue to pivot repeatedly each
season, " she says.
2. Broadacre Cities
Inspired by a 100-year-old idea of famed architect Frank
Lloyd Wright, Broadacre Cities are super grids of family
plots on one or more acres of land. These little homesteads
were designed to help the community thrive.
But today, the coronavirus is challenging the assumption
that Americans must stay physically tethered to high-cost,
small-space cities to access the best work opportunities. In
fact, many newly remote workers prefer somewhere closer
to family or fresh air.
" If enough remote workers vote with their feet,
Broadacre-type communities such as Usonia, New York or
Civano, Arizona - with emphasis on community - will
be more important. And it will positively impact the value
garden centers have in that community. "
And with more people staying home, there will be an even
greater appreciation for indoor plants. " Position plants that

January 2021

Table of Contents for the Digital Edition of January 2021

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