Solve the Millennial mystery

Suzi McCoy and her staff at Garden Media Group just released “How to Market Gardening to Millennials,” an e-book that helps the green industry learn the nuances of marketing to this generation, provides effective ways to reach this powerful group, and presents characteristics about this crowd. Nursery Management spoke to Suzi to find out some of the highlights of the report. Learn more about marketing to Millennials by downloading the e-book at http://grow.gardenmediagroup.com/blog.

Q: Who are the Millennials?

A: Millennials are the children of Baby Boomers, who were born after 1980. Already, they are bigger in numbers than Baby Boomers, making up an estimated 25 percent of the U.S. population.

Millennials range in age from 14 to 33 and are the most educated, most racially diverse and most digitally connected generation of young adults in American history.

Q: What do we know about their buying power?

A: We know Millennials have a collective buying power of $200 billion annually. Even if they’re not always the ones buying, they have an indirect influence of more than $500 billion on the brands and products their parents, friends, relatives and co-workers choose.

Plus, Millennials’ buying power will only increase as they grow older, buy houses, settle down — and make more money.

Q: What do we know about their interest in gardening and landscaping?

A: Gardening is incredibly popular with Millennials in the UK and Europe. British homeowners aged 25 to 34 spent more than double the average, about $1,300, on their lawns, gardens and outdoor spaces. Trends often start across the pond and migrate over to the states.

Millennials in the USA are interested in growing things, particularly edibles. One-third of those 18 to 34 are interested in growing produce.

Additionally, 29 percent of Millennials want to make the world a better place and want to contribute to the greater good by gardening.

Q: What’s the best medium in which to communicate with Millennials?

A: Millennials seamlessly blend their online and offline worlds, making a digital platform strategy critical to reaching them. They constantly engage information in new ways, creating even more touch points for garden businesses to interact with them.

Millennials spend 18 hours daily on media — simultaneously watching TV, checking Twitter and Instagram on a tablet, and playing a game on a smartphone.

They love being connected on social networks and are three times more likely to follow a brand over a family member. From Instagram and Pinterest to Facebook, it’s important to have a presence on social platforms.

Q: What do they value most?

A: Millennials value individuality, creativity, DIY-ing, and digital connections — usually seen through a strong connection to social communities. They value their opinions being heard and their ideas acted upon. They value sustainability and companies that are good citizens. They would rather be happy than rich.

Q: How can the industry relate plants to some of those values?

A: Millennials want to live the good life — from baking and cooking to gardening and making beer. This generation is into growing their own food, grilling with homegrown herbs or creating a trendy outdoor space to entertain and spend time with friends and family, especially children.

But they want to have a greater purpose and are concerned with the environment. They are just beginning to garden and are hungry for information. Establish yourself as the gardening expert now to become their trusted friend for years to come. Answer questions Millennials are asking about gardening. Start a blog, teach simple tips in Instagram videos, and answer all questions asked of your brand on social media. Millennials crave individuality and are always on the lookout for ways to stand out from the crowd. Carry as many colors, patterns and design variations of a product or plant as you can. Even better, take it to the next level, and give them modular pieces that can shift with their mood.

As an industry, it’s our job to show Millennials how satisfying it is to invest in their home and garden and watch their hard work pay off.