We Asked
- What are your motivations for gardening?
- Which retailers do you visit and why?
- Do you use mobile apps and AI?
- What are your barriers to gardening success?
- …and much more
Background
This survey, conducted with 2,000 Gen Z and Millennial gardeners, dives into their interactions with garden centers, highlighting what drives their visits, shopping habits, and preferences. While a key focus is on how these two generations engage with local retailers, the findings also provide valuable context on broader topics such as gardening motivations, barriers to success, and the role of technology. This comprehensive insight offers a well-rounded view of the factors shaping the gardening experiences of younger generations, giving you a clear understanding of how to better connect with them in your business.
What is your primary motivation for gardening?
(Gen Z vs. Millennials)
There are no significant differences between Gen Z and Millennials when it comes to their motivations for gardening. It is noteworthy, however, that Gen Z has a noticeably lesser interest in growing food and a noticeably higher interest in beauty. Whether these are persistent trends or simply a matter of different priorities due to being in an earlier cycle of building a home, family, and garden is up for interpretation (and perhaps a future survey).
Satisfaction with buying garden items online
(Gen Z vs. Millennials)
Outdoor Plants
The most exciting finding is how many Gen Z gardeners have purchased plants online with a positive experience. Millennials are just a little behind, but the difference is noteworthy.
The most notable comparison is that there are more “holdouts” amongst millennials, i.e., they have yet to try purchasing plants online.
Tools
Both Gen Z and Millennial gardeners have positive experiences purchasing garden tools online. This aligns with older age groups.
Seeds
Analysis coming soon.
Houseplants
Analysis coming soon.
Sample results from the “Other” option
- Rain barrels
- No watering
- Spring well
- Irrigation ditch
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The rest of this insight is for members only, please Sign In or Sign Up to continue.
