Garden Media Group’s Mega Trends to Garden Trends February 4, 2010 © 2010 Garden Media Group

The Who, What, Why & How of Trends Global Consumer Trends State of the Industry Trends “ What’s Hot. What’s Not.” for 2010 Garden Trends How to Ride the Trend Wave GMG Trend Sightings

Global Consumer Trends

State of the Industry Trends

“ What’s Hot. What’s Not.”

for 2010 Garden Trends

How to Ride the Trend Wave

GMG Trend Sightings

Why Should Care about Trends? Position your company as a trend leader Consumers want what’s new and hot Trends drive consumers and consumers drive sales

Position your company as a trend leader

Consumers want what’s new and hot

Trends drive consumers and consumers drive sales

How do I apply these trends Connect the dots to select or create new products, services or customer experiences Attract customers “living the trends” Speak the language in marketing, advertisings & PR

Connect the dots to select or create new products, services or customer experiences

Attract customers “living the trends”

Speak the language in marketing, advertisings & PR

Let’s Look at What Global Consumer Trends Are Shaping Buying Habits And how to use them to motivate your customers

Top Global Consumer Trends Social Mindful A-C-G-Generations Eco-Bounty Down-Sizing Buy Local

Social

Mindful

A-C-G-Generations

Eco-Bounty

Down-Sizing

Buy Local

Mindful is in. Bling is out. The collapse of greed and self-indulgence A new patriotism of spirit – volunteering has trumped greed. Shift from ‘Me’ to ‘We’ It’s a healthy consciousness that is bringing us back to the earth to be restored . Bill Doeckel Ball Innovations

Bling is out.

The collapse of greed and self-indulgence

A new patriotism of spirit – volunteering has trumped greed.

Shift from ‘Me’ to ‘We’

It’s a healthy consciousness that is bringing us back to the earth to be restored .

Bill Doeckel

Ball Innovations

A is for Ascending Generation 30-to-50 somethings are redefining adulthood with their young-at-heart lifestyle Driving demand for products made from recycled materials in sync with their focus on social and environmental issues. Opportunity: Show them creative ways to sustain their lifestyle and express their individuality in the backyard The A-Generation

A is for Ascending Generation

30-to-50 somethings

are redefining adulthood with their young-at-heart lifestyle

Driving demand for products made from recycled materials in sync with their focus on social and environmental issues.

Opportunity: Show them creative ways to sustain their lifestyle and express their individuality in the backyard

The C-Generation Content Creative Control Sharing an experience is as valuable – if not more valuable – than the actual experience itself. Opportunity: Provide personalized products, services, and solution information Offer venues for sharing gardening experiences

Content

Creative

Control

Sharing an experience is as valuable – if not more valuable – than the actual experience itself.

The 500 Pound Gorillas 350 million Facebook users – up 600% 50 million Twitter users - up 1,382% 17% “Matures” —63 to 75 — use Twitter regularly Facebook users post 45 million updates daily Nearly 28 million “tweets” daily 3 Years of content being uploaded daily to YouTube

350 million Facebook users – up 600%

50 million Twitter users - up 1,382%

17% “Matures” —63 to 75 — use Twitter regularly

Facebook users post 45 million updates daily

Nearly 28 million “tweets” daily

3 Years of content being uploaded daily to YouTube

The C-Generation: Mommies Moms are spending time online searching for promotions and sharing opinions, Of women with children at home 60.3% use Facebook 42.4% use MySpace 16.5% use Twitter. Purchase Decisions: 93.6% regularly or occasionally seek advice 97.2% give advice Retail Advertising and Marketing Association

Moms are spending time online searching for promotions and sharing opinions,

Of women with children at home

60.3% use Facebook

42.4% use MySpace

16.5% use Twitter.

Purchase Decisions:

93.6% regularly or occasionally seek advice

97.2% give advice

The G-Generation Reputation Economy Sharing a passion and receiving recognition has replaced 'taking' as the new status symbol Service Rocks! More people volunteering Giving and donating is painless, if not automatic Opportunity: Let customers co-donate and/or co-decide what causes to support. Shift from “Me” to “We” Giving is the new taking, and sharing is the new giving!

Reputation Economy

Sharing a passion and receiving recognition has replaced 'taking' as the new status symbol

Service Rocks! More people volunteering

Giving and donating is painless, if not automatic

Opportunity: Let customers co-donate and/or co-decide what causes to support.

Eco Bounty A by-product of the on-line revolution Save Our Society trend Ecologically aware Desire to build up society

A by-product of the on-line revolution

Save Our Society trend

Ecologically aware

Desire to build up society

Eco-Bounty 9 out of 10 are “green” in some form 59% working for a better environment 84.4% willing to pay more for “green” garden/landscaping supplies Being “green” is defined by personal actions & identified by a lifestyle

ECO-BOUNTY Shift from eco-elitism to conservation and frugality Opportunity: Show consumers how gardening is the ultimate “green” activity – Plants are a good Value that support their environmental Values The invention of necessity, CowPots now brokers Carbon Credits 2009 Conscious Consumer Study (LOHAS)

Shift from eco-elitism to conservation and frugality

Opportunity: Show consumers how gardening is the ultimate “green” activity –

Plants are a good Value that support their environmental Values

Re-inventing Happiness Personal satisfaction and quality of life Gardening is part of this ‘happiness trend’ Gardening = Luxury + Relaxation + Peace Tending a garden helps people achieve higher levels of happiness  self gratification, self discovery

Personal satisfaction and quality of life

Gardening is part of this ‘happiness trend’

Gardening = Luxury + Relaxation + Peace

Tending a garden helps people achieve higher levels of happiness  self gratification, self discovery

Down-Sizing Median sq footage of new homes down 9% from 2,300 sq. ft. in 2006 to 2,100 sq. ft. in 2009 (NAHB) What does this mean for gardening/landscape design-build professionals? Large porches, decks, trees and flower beds– new bonus room. Current homeowners staying put and investing in outdoor living spaces.

Median sq footage of new homes down 9% from 2,300 sq. ft. in 2006 to 2,100 sq. ft. in 2009 (NAHB)

What does this mean for gardening/landscape design-build professionals?

Large porches, decks, trees and flower beds– new bonus room.

Current homeowners staying put and investing in outdoor living spaces.

Housing Opportunity According to a Gallup poll, landscaping can increase the overall value of a home by 7 to 15%. A home worth $250,000 has the potential to increase to $287,500+++ with the right landscaping! Opportunity: Show how landscaping protects and increases the value of their investment

According to a Gallup poll, landscaping can increase the overall value of a home by 7 to 15%.

A home worth $250,000 has the potential to increase to $287,500+++ with the right landscaping!

Opportunity: Show how landscaping protects and increases the value of their investment

New Homebuyers All about community Interested in the community of the whole word. Instant answers to questions Companionship Control over information Opportunity: Offer “how to” workshops Give venues to share success with others

All about community

Interested in the community of the whole word.

Instant answers to questions

Companionship

Control over information

Opportunity:

Offer “how to” workshops

Give venues to share success with others

“ Locavore” was first introduced in 2005 New Oxford American Dictionary named locavore the word of the year for 2007 Local is New Organic ‘ Lo-ca-vore’

“ Locavore” was first introduced in 2005

New Oxford American Dictionary named locavore the word of the year for 2007

Local is now the backyard Clearly, the right plant from the right spot and for the right spot is on the consumer’s mind Opportunity: Promote locally grown & native plants as ideal for your yard Local is the new organic

Local is now the backyard

Clearly, the right plant from the right spot and for the right spot is on the consumer’s mind

Opportunity:

Promote locally grown

& native plants

as ideal for your yard

Buy Local "Buy Local" campaigns increased holiday sales 3%, compared to 1.0% without Buy Local initiative. 80% said public awareness of the value of choosing locally owned businesses had increased in the last year Opportunity: Position your business as a local provider

"Buy Local" campaigns increased holiday sales 3%, compared to 1.0% without Buy Local initiative.

80% said public awareness of the value of choosing locally owned businesses had increased in the last year

Opportunity: Position your business as a local provider

Local Marketing Opps Target customers on line with Set up Facebook Fan Page Facebook ads Use mobile devices and local Internet searches Use one-to-one e-mail marketing to treat customers uniquely and individually

Target customers on line with

Set up Facebook Fan Page

Facebook ads

Use mobile devices and local Internet searches

Use one-to-one e-mail marketing to treat customers uniquely and individually

State of the Industry Things are looking up! Gardening is Back!

Nursery & Garden Stores U.S. Industry Report 2009 Products and techniques have experienced significant change in the last twenty years Continued shift towards environmentally friendly products Changes centered around organic gardening, using natural products Key Industry Figures 2009 Industry Revenue *29,200 $Mil Revenue Growth *-6.7 % Industry Gross Product *4,814 $Mil Number of Establishments *14,892 Units Number of Enterprises *12,063 Units Employment *130,305 Units Total Wages *3,036 $Mil

Products and techniques have experienced significant change in the last twenty years

Continued shift towards environmentally friendly products

Changes centered around organic gardening, using natural products

Industry is promising: Aging of the population Increasing need for help Outsourcing of landscaping services Continuing franchising of the industry Landscaping Services U.S. Industry Report 2009 Key Industry Figures 2009 Industry Revenue *52,390 $Mil Revenue Growth *-5.2 % Industry Gross Product *34,261 $Mil Number of Establishments *274,204 Units Number of Enterprises *272,611 Units Employment *1,139,538 Units Total Wages *19,219 $Mil

Industry is promising:

Aging of the population

Increasing need for help

Outsourcing of landscaping services

Continuing franchising of the industry

Product lines likely to do well in 2010? Most garden centers expect business to be as good as this year, if not better . Listed in “most cited” order EDIBLE PLANTS ORGANICS Design/Service Container Gardens “ Green” Products Water Garden Irrigation Herbs Fountains Décor Composters Birding Native Plants Predictions offered by 211 garden retailers

Most garden centers expect business to be as good as this year, if not better .

Listed in “most cited” order

EDIBLE PLANTS

ORGANICS

Design/Service

Container Gardens

“ Green” Products

Water Garden

Irrigation

Herbs

Fountains

Décor

Composters

Birding

Native Plants

GMG 2010 Trends © 2010 Garden Media Group

Main Street is in. A new priority and the way we veiw $$$ Balancing practicality with comfort and fulfillment. Responsibility, meaningful relationships and connectivity #1 “ Can-do” truly American spirit powered by a new sense of self-sufficiency

A new priority and the way we veiw $$$

Balancing practicality with comfort and fulfillment.

Responsibility, meaningful relationships and connectivity #1

“ Can-do” truly American spirit powered by a new sense of self-sufficiency

Main Street is in. Renewed & nostalgic appreciation for our land Have become caretakers rather than developers. Certifying our backyard as a wildlife habitat Sharing yards and gardens Connecting to the soil . . . and each other Sharing the bounty Eating food that’s more nutritious, tastier and less costly

Renewed & nostalgic appreciation for our land

Have become caretakers rather than developers.

Certifying our backyard as a wildlife habitat

Sharing yards and gardens

Connecting to the soil . . . and each other

Sharing the bounty

Eating food that’s more nutritious, tastier and less costly

Younger couples embracing domesticity SHE sews, knits, gardens - and even raises chickens HE cooks and grows tomatoes Veggie gardening up 19% Seed sales up 30-50% Canning jars up 15% With LOHAS – Up 45% Looking for value, price & performance Main Street Is In

Younger couples embracing domesticity

SHE sews, knits, gardens - and even raises chickens

HE cooks and grows tomatoes

Veggie gardening up 19%

Seed sales up 30-50%

Canning jars up 15%

With LOHAS – Up 45%

Looking for value, price

& performance

Edible Gardens "Instead of mowing your lawn, you should eat it." Eric Schlosser FAST FOOD NATION

"Instead of mowing your lawn, you should eat it."

Eric Schlosser

FAST FOOD NATION

Edible Gardens Are In. Lawns are out Replacing with gardens Manicured lawns are serving no purpose Want gardens to be productive, not just grass

Lawns are out

Replacing with gardens

Manicured lawns are serving no purpose

Want gardens to be productive, not just grass

Edible Gardens Up 19% in participation 41 million+ (38%) grew a vegetable garden in 2009 19.5 million+ (18%) grew an herb garden 16.5 million (15%) grew fruits during the same period 7.7 million+ (7%) new edible gardeners

Up 19% in participation

41 million+ (38%) grew a vegetable garden in 2009

19.5 million+ (18%) grew an herb garden

16.5 million (15%) grew fruits during the same period

7.7 million+ (7%) new edible gardeners

Edible Gardens 37% plans to increase their edible gardens in 2010 29% about the same 1% plant less Supplement groceries Why less? lack of success 14% cost 13% loss of interest 8% and time involved 4% The Simple Garden makes it easy to grow herbs and veggies anywhere inside or out.

37% plans to increase their edible gardens in 2010

29% about the same

1% plant less

Supplement groceries

Why less?

lack of success 14%

cost 13%

loss of interest 8%

and time involved 4%

Blended Edible Gardens Blended gardens are “productive spaces” Mixing lettuces and parsley with the roses and petunias “ I grew it myself.” It’s hip, its cool, and its what gardens started out as! Ethne Clarke Editor in Chief, Organic Gardening Rosalind Creasy Michael Pollan

Blended gardens are “productive spaces”

Mixing lettuces and parsley with the roses and petunias

“ I grew it myself.”

It’s hip, its cool, and its what gardens started out as!

Ethne Clarke

Editor in Chief, Organic Gardening

It’s time to reclaim our land for our greater good. Take that food-producing garden from the back 40 and put it wherever we want. Reunite the ornamental with the edible—roses beside tomatoes, corn anchored by geraniums, azaleas under grapevines. Margie Grace APLD 2009 International Landscape Designer of the Year Blended Edible Gardens

It’s time to reclaim our land for our greater good.

Take that food-producing garden from the back 40 and put it wherever we want.

Reunite the ornamental with the edible—roses beside tomatoes, corn anchored by geraniums, azaleas under grapevines.

Margie Grace

APLD

2009 International

Landscape Designer of the Year

Edible Gardens: Ornamental Fruit Fruit-bearing shrubs used as ornamental shrubs – Feed both the birds and the homeowners 4 seasons of color Perennial – ‘foreverism’

Fruit-bearing shrubs used as ornamental shrubs –

Feed both the birds and the homeowners

4 seasons of color

Perennial – ‘foreverism’

Edibles: Smaller Plants 6-Packs are Back Vegetables bred for containers--smaller size, less vining, still lots of production. Diane Blazek All American Selections

6-Packs are Back

Vegetables bred for containers--smaller size, less vining, still lots of production.

Diane Blazek

All American Selections

Edible Gardening: Swapping & Sharing CSA’s increasing and full Community Garden waiting lists lengthening Plant swaps on the rise

CSA’s increasing and full

Community Garden waiting lists lengthening

Plant swaps on the rise

Slow Gardening Started with the Slow Food movement from the 90s People taking more time to enjoy life, enjoy cooking with fresh ingredients and herbs Burst of new hobby country farms and urban edible gardens Grow it. Can it. Eat it.

Started with the Slow Food movement from the 90s

People taking more time to enjoy life, enjoy cooking with fresh ingredients and herbs

Burst of new hobby country farms and urban edible gardens

Grow it. Can it. Eat it.

GIY Trend continues -- growing plants from seeds or transplants Veggie gardening up 19% Seed sales up 30-50% Canning jars up 15% With LOHAS – Up 45% Looking for value, price & performance Slow Gardening

GIY Trend continues -- growing plants from seeds or transplants

Veggie gardening up 19%

Seed sales up 30-50%

Canning jars up 15%

With LOHAS – Up 45%

Looking for value, price

& performance

Eco-Boosting 58% of LOHAS segment want to go “ beyond sustainable ” Boost the Environment. Work with Mother Nature. Natural Marketing Institute 2009 LOHAS Research

Eco-Boosting Consumers think companies should focus on . . . 1 st -- Supporting people 2 nd -- Protecting the environment Last -- Profitability Opportunity: Position your business as an eco-solution Develop environmental programs families can easily adopt Natural Marketing Institute 2009 LOHAS Research

Consumers think companies should focus on . . .

1 st -- Supporting people

2 nd -- Protecting the environment

Last -- Profitability

Opportunity:

Position your business as an eco-solution

Develop environmental programs families can easily adopt

Natural Marketing Institute

2009 LOHAS Research

Eco-Boosting: Biodiversity United Nations Declares 2010 ‘ International Year of Biodiversity’ A celebration of life on earth and the value of biodiversity for our lives. Strive for a more sustainable use of natural resources Preserve and increase natural habitats Reduce climate change

United Nations Declares 2010

‘ International Year of Biodiversity’

A celebration of life on earth and the value of biodiversity for our lives.

Strive for a more sustainable use of natural resources

Preserve and increase natural habitats

Reduce climate change

Eco-Boosting: Chelsea 2010 "Biodiversity will be big this year and a lot of people will be tying in with that, including the RHS, which will have its own stand dedicated to it.” Alex Baulkwill Show Manager, RHS Chelsea Flower Show

"Biodiversity will be big this year and a lot of people will be tying in with that, including the RHS, which will have its own stand dedicated to it.”

Alex Baulkwill

Show Manager, RHS Chelsea Flower Show

Eco Boosting: Gardening for Wildlife Consumers are feeling they have more of a role as: naturalist conservationist and stewards of the earth Opportunity: Educate, Educate, Educate Help people fulfill their new purpose

Consumers are feeling they have more of a role as:

naturalist

conservationist

and stewards of the earth

Opportunity: Educate, Educate, Educate

Help people fulfill their new purpose

Eco Boosting: Gardening for Nature 2008 NGA Environmental Lawn and Garden Survey 9 out of 10 households said it’s important to manage their lawns and gardens in an environmentally friendly way 53% know how to maintain their home lawn or garden using good environmental stewardship practices 30% don’t know how to care for their landscape in a way that is environmentally sound

2008 NGA Environmental Lawn and Garden Survey

9 out of 10 households said it’s important to manage their lawns and gardens in an environmentally friendly way

53% know how to maintain their home lawn or garden using good environmental stewardship practices

30% don’t know how to care for their landscape in a way that is environmentally sound

Eco-Boosting: Perennials Popularity increasing from the past decade Increasing for low maintenance, low water use and low chemical needs Drought tolerant and long blooming “ foreverism” trend – the plants are “never done” Early Bird Cardinal Centerton Nursery FUBUKI Hakonechloa 'Briform' USPPAF Briggs Nursery

Popularity increasing from the past decade

Increasing for low maintenance, low water use and low chemical needs

Drought tolerant and long blooming

“ foreverism” trend – the plants are “never done”

Eco-Boosting: Gas vs Fire vs Solar Gas vs. fire for garden elements. Natural gas burns clean...wood pollutes. Susan Cohan Certified landscape designer

Gas vs. fire for garden elements. Natural gas burns clean...wood pollutes.

Susan Cohan

Certified landscape designer

Consumers want to telegraph their “green” credentials: hybrid cars and canvas shopping bags ECO-ICONIC landscapes, living roofs & green walls Eco-lifestyle satisfies consumers’ need for eco-status Opportunity: Help consumers “show-off” their eco-credentials and tell their eco-stories Eco-Ego Boosting: Eco-Iconic

Consumers want to telegraph their “green” credentials: hybrid cars and canvas shopping bags

ECO-ICONIC landscapes, living roofs & green walls

Eco-lifestyle satisfies consumers’ need for eco-status

Opportunity: Help consumers “show-off” their eco-credentials and tell their eco-stories

Natives are the new “local” Natives should rule the garden. “ Nativar” – A cultivar and/or hybrid of a Native species. Allan Armitage Breeder and Author 

Natives should rule the garden.

“ Nativar” – A cultivar and/or hybrid of a Native species.

Allan Armitage

Breeder and Author

Natives are the new “local” Relatively unknown topic only a few years ago Today a majority of the gardening public say they want to know more about natives 54% are highly interested in native plants GWA Late June 2009

Relatively unknown topic only a few years ago

Today a majority of the gardening public say they want to know more about natives

54% are highly interested in native plants

GWA Late June 2009

Natives are In. Role of naturalist, conservationists and stewards of the earth Circle-of-life Native plants provide birds with a natural food source The best plants for your state: nwf.org/backyard/food.cfm abnativeplants.com

Role of naturalist, conservationists and stewards of the earth

Circle-of-life

Native plants provide birds with a natural food source

The best plants for your state:

nwf.org/backyard/food.cfm

abnativeplants.com

Landscapes get 'green' ratings 1st national rating system for sustainable landscapes Star rating scale measures several criteria, including landscaping with native plants to reduce maintenance, irrigation and use of pesticides Opportunity: Be part of the Sustainable Sites Initiative www.sustainablesites.org

1st national rating system for sustainable landscapes

Star rating scale measures several criteria, including landscaping with native plants to reduce maintenance, irrigation and use of pesticides

Opportunity:

Be part of the Sustainable Sites Initiative

www.sustainablesites.org

Multi-Tasking Goes High Tech Tech Gadgets Animal & Plant Cams Water Saving technology

Tech Gadgets

Animal & Plant Cams

Water Saving technology

Multi-Tasking: Rain Gardens & HellStrips Strip of dirt between the sidewalk and the street, Notoriously hard to grow plants of any kind Lack of water, heat reflected from paved surfaces, foot traffic, trash, and salt from winter snowmelt. Plant with drought resistant, native plants in ¼” gravel for ) maintenance garden HellStrip Portland Nursery

Strip of dirt between the sidewalk and the street,

Notoriously hard to grow plants of any kind

Lack of water, heat reflected from paved surfaces, foot traffic, trash, and salt from winter snowmelt.

Plant with drought resistant, native plants in ¼” gravel for ) maintenance garden

Multitasking Grows Goodness Single purpose is out. Luke Miller Better Homes & Gardens We’ll see more multi-purpose shrubs ...ornamental, edible fruit. ‘ Pink Lemonade’ Vaccinium Briggs Nursery

Single purpose is out.

Luke Miller

Better Homes & Gardens

We’ll see more

multi-purpose shrubs

...ornamental, edible fruit.

Multi Tasking Grows Up Vertical plantings hide an ugly wall Vertical lines blur the borders of the garden Living walls act as sound insulation Green walls provide a habitat for wildlife. At chelsea, the walls on this Fenchurch Garden are clothed in alchemilla mollis, grasses and sedums Sun Parasol Crimson

Vertical plantings hide an ugly wall

Vertical lines blur the borders of the garden

Living walls act as sound insulation

Green walls

provide a habitat

for wildlife.

Multi Tasking Grows Green Walls Plants producing oxygen Plants remove 87% of VOCs - carbon dioxide Plants purifying the air of indoor toxins Plants beautify a space

Plants producing oxygen

Plants remove 87% of VOCs - carbon dioxide

Plants purifying the air of indoor toxins

Plants beautify a space

Water is In. Water is Out.

Water is In and Out! 13 million households participated in water gardening Offer water saving products – timed sprinklers, soaker hoses, rain barrels, rain water tanks, water-efficient nozzles

13 million households participated in water gardening

Offer water saving products – timed sprinklers, soaker hoses, rain barrels, rain water tanks, water-efficient nozzles

Water is In Educate consumers on better land stewardship Create a positive image Promote your good practices For tips & strategies, visit: anla.org/waterwise www.costafarms.com www.epa.gov/watersense

Educate consumers on better land stewardship

Create a positive image

Promote your good practices

For tips & strategies, visit:

anla.org/waterwise

www.costafarms.com

www.epa.gov/watersense

Succulent Gardening "Succulent Container Gardens" Debra Lee Baldwin

Water is In Water in the garden is an essential element Fountains – water without the mess or maintenance Add value Plug & Play “ I’m seeing lots of fountains- on tabletops and in the garden, and sometimes more han one. Adding a fountain to your garden, even a small fountain, is a great investment.” Jon Carloftis Garden Designer Campania International

Water in the garden is an essential element

Fountains – water without the mess or maintenance

Add value

Plug & Play

“ I’m seeing lots of fountains- on tabletops and in the garden, and sometimes more han one. Adding a fountain to your garden, even a small fountain, is a great investment.”

Jon Carloftis

Garden Designer

Outside In is In Extend nature’s influence by bringing the outdoors in Indoor houseplants Consumers concern for health benefits and indoor air quality The USDA saw a 19.3% increase in Foliage sales in 2007 Red Sister Cordyline Costa Farms Peace Lily Costa Farms

Outside In: At Home NASA scientists recommend at leaset one indoor plant for every 100 sq. ft of living space Indoor plants = healthy living Seeing more: Orchids Indoor herbs gardens Live plants for the holidays

Outside In: The Office Peace lilies at the office. Increase productivity Increases biodiversity Increases humidity Increases attendance Reduces stress Reduces headaches Reduces dry skin Reduces fatigue Indoor plants purify up to 87% of indoor air pollutants - VOCs

Outside In: The Office

Increase productivity

Increases biodiversity

Increases humidity

Increases attendance

Reduces stress

Reduces headaches

Reduces dry skin

Reduces fatigue

Outside In: O2 for You: Plants with a Purpose Grass roots Public service campaign Educates about the health benefits of indoor plants Opportunity: Shout the green message. www.O2forYou.org

Grass roots

Public service campaign

Educates about the health benefits of indoor plants

Opportunity: Shout the green message.

www.O2forYou.org

Color! Color! Color! Turquoise: a color of deep compassion and healing, & a color of faith and truth

Turquoise: a color of deep compassion and healing, & a color of faith and truth

Purple! Purple! Purple! Rhododendron ‘Florence Parks’

Rhododendron ‘Florence Parks’

Purple! Purple!! Purple!!! ‘ Baptisia australis’ False Blue Indigo 2010 Perennial Plant of the Year

Color “ I think we'll see much brighter colours with dark, moody backdrops." Andrew Duff Director Inchbald School of Garden Design Rhododendron 'Rabatz‘ Briggs Nursery

“ I think we'll see much brighter colours

with dark, moody backdrops."

Andrew Duff

Director

Inchbald School of Garden Design

Ride the trend wave with key suppliers, & with customers

How do I take advantage of trends Stay up to speed with what’s new with consumers in general Read related industry’s trade publications Attend trade shows outside of the industry – home – gift – outdoor living

Stay up to speed with what’s new with consumers in general

Read related industry’s trade publications

Attend trade shows outside of the industry – home – gift – outdoor living

How do I take advantage of trends Read fashion & home “trend setting” publications Look at other “hot” retailers who “get it” Start connecting the dots in your everyday life

Read fashion & home “trend setting” publications

Look at other “hot” retailers who “get it”

Start connecting the dots in your everyday life

How do I take advantage of trends with suppliers Leverage relationship with suppliers at the top of the food chain Use your sales rep Set up channels of commutations with vendors to get news bulletins, press releases, images, etc. Create an “As seen in “ program

Leverage relationship with suppliers at the top of the food chain

Use your sales rep

Set up channels of commutations with vendors to get news bulletins, press releases, images, etc.

Create an “As seen in “ program

How do I take advantage of trends with suppliers Hold staff product knowledge workshops – either with vendors or by department Find out what products are being “spotlighted” from the supplier’s end – what are they pushing to consumers? Ask your customers to tell you what’s hot. Develop a dialogue Hold “what’s new” training with staff

Hold staff product knowledge workshops – either with vendors or by department

Find out what products are being “spotlighted” from the supplier’s end – what are they pushing to consumers?

Ask your customers to tell you what’s hot.

Develop a dialogue

How do I take advantage of trends with your customers Position your retail store as the place for what’s new and hot Use vendor’s press releases and images Position yourself with the media as the expert on what’s new Invite local, regional and national experts in for talks & demonstrations on what’s hot

Position your retail store as the place for what’s new and hot

Use vendor’s press releases and images

Position yourself with the media as the expert on what’s new

Invite local, regional and national experts in for talks & demonstrations on what’s hot

How do I take advantage of trends with your customers Tap into your customers’ “collective brain” – tell their stories in pictures Highlight new trends in the store, on your web, Facebook and newsletters Involve the end users to share and participate in the creation of “products” Build communities

Tap into your customers’ “collective brain” – tell their stories in pictures

Highlight new trends in the store, on your web, Facebook and newsletters

Involve the end users to share and participate in the creation of “products”

Build communities

How do I take advantage of trends with your customers

How does GMG determine Garden Trends? We don’t just use a crystal ball

Eyes & Ears on the Pulse of the Industry

GMG Trends Report – How do we come up with the trends First released 2001 We gather results from research reports from various industry sources We look at home, fashion, retail, and consumer trends and research We compare with industry and horticulture research

First released 2001

We gather results from research reports from various industry sources

We look at home, fashion, retail, and consumer trends and research

We compare with industry and horticulture research

GMG Trends Report – How do we come up with the trends Interview breeders, landscape designers, green industry leaders and garden media Follow trends in other industries, including cultural trends, home, fashion, and technology We visit lots of trial gardens across the country with key garden influencers GMG Summer Road Tour with Southern Living

Interview breeders, landscape designers, green industry leaders and garden media

Follow trends in other industries, including cultural trends, home, fashion, and technology

We visit lots of trial gardens across the country with key garden influencers

GMG Garden Trends Sources TrendWatching.Com National Gardening Survey Garden Writers Association Standpoint Marketing Industry Data L&G Trade Magazines Consumer Magazines Breeders & Growers Garden Centers Garden Media Connecting Dots

TrendWatching.Com

National Gardening Survey

Garden Writers Association

Standpoint Marketing

Industry Data

L&G Trade Magazines

Consumer Magazines

Breeders & Growers

Garden Centers

Garden Media

Connecting Dots

The Bottom-Line on Trends Ultimately, the consumer determines what they need to try & what they must have Make sure You are keeping up!

Ultimately,

the consumer determines

what they need

to try

& what they

must have

Make sure

You are keeping up!

Gardens feed the soul Evoke all the senses! Create breath-takingly beautiful gardens Rachel de Thame of the London Times sees “ A shift in mood, a yearning to combine common sense with the equally important business of feeding the soul. In challenging times, what we need more than ever is the pleasure and comfort we find in beauty. If you want to truly enrich your life, make your garden beautiful. Create something that makes you catch your breath as you step outdoors — and tend it yourself as much as you are able.”

Evoke all the senses! Create breath-takingly beautiful gardens

Rachel de Thame of the London Times sees

“ A shift in mood, a yearning to combine common sense with the equally important business of feeding the soul. In challenging times, what we need more than ever is the pleasure and comfort we find in beauty.

If you want to truly enrich your life, make your garden beautiful. Create something that makes you catch your breath as you step outdoors —

and tend it yourself as much as you are able.”

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