See the future of horticulture

The Garden Media Group has released an interactive online version of its 2024 Garden Trends Report, with an overarching theme of "Eco-Optimism.”

The 23rd annual report focuses on seven trends: “Zoom Out,” “Horti-futurism,” “Delight in the Dark,” “Bugging Out,” “Hanging in There,” “Nature Calls” and “Color of the Year.”

Garden Media Group said that the seven upcoming trends are positioned to influence consumer actions in the coming year. The “Eco-Optimism” theme speaks to the green industry's potential to alleviate eco-anxiety by illustrating the benefits of planting natives, minimizing traditional lawns and growing food.

(The group released an initial version of the report at Cultivate’23.)

The report is centered around seven distinct, corresponding personas. Users can click on the persona that most resonates with them to jump to that section in the report, as well as navigate back to the beginning or to other personas.

“Social media platforms make it easier for younger generations to learn how to make a difference in their own community,” Garden Media Group President Katie Dubow says. “We need to foster those young minds and help them to find their place in the green industry.”

The seven trends

“Zoom Out” focuses on how Gen Z (a.k.a. Zoomers) will reshape the future of the horticulture industry, including information on their homeownership rates and plans, their willingness to pay more and wait longer for sustainable products of better quality, their interest in unique pieces with a story, their preference to shop online and their trust in influencers.

“Horti-futurism” focuses on sci-fi in the garden, including closed ecosystem terrariums, survivalist gardens, night gardens and neon or metallic colors in store displays, floral designs and plants. Additional ideas include plants with bright variegation or silver hues (like ‘Sterling Moon’ Lunar Lights Begonia, introduced by Plants Nouveau and available from Southern Living Plant Collection) and futuristic or avant-garde designs and displays.

“Delight in the Dark” focuses on ideas such as goth gardens/gardening, Victorian gardens and “tombstone tourism” (with cemeteries becoming hangout spots, or “third spaces”). This trend also includes curated pottery and statuary; up-lighting trees; untidy, withered, faded or even dying plants for merchandising purposes; and dark-hued plants, like ‘Black Prince' Snapdragon, Blood Red Sunflower, and Black Peony Poppy from Park Seed and Black Cherry Floribunda Rose and Helleborus 'Pine Knots Select Strain’ from Jackson & Perkins.

“Bugging Out” focuses on a growing interest in insects in design and decorations — even insect taxidermy. Other ideas related to this trend include pollinator-friendly and native plants, bug and nature-themed jewelry and insect-related classes and workshops, ranging from identifying and collecting them to even eating them.

“Hanging in There” focuses on the continued interest in small-space and container gardening. The report includes a long list of plant ideas, including string of pearls, pothos, philodendron, arrowhead, English ivy, inch plant, columnea, hoya, cherry tomatoes, Midnight and Sapphire Cascade blueberries from Bushel and Berry and Nonstop Joy Mix Begonias from Park Seed.

“Nature Calls” focuses on sustainability, concern for the environment and the power of community. The group calls it the “anti-garden” or “chaos garden” era — a rebellion against tidy, non-native, heavy-input gardens of the past. It also focuses on an interest in growing urban canopies, the benefits of trees and carbon-capturing plants.

The Color of the Year is cyber lime, which the group describes as “a punchy near-neon that exerts and energizes the body and mind” that “signifies the powerful connection between nature and technology” and is “based on compassion, community and connection.” Plants with lime green flowers — like Bloomables Wedding Gown Hydrangea, Echinacea coconut lime and Queeny lime zinnia — add a pop of color to containers and gardens. Lime foliage plants that can brighten up a dark corner include Sunset Plant Collection’s ‘Lemon-Lime’ Nandina, Southern Living Plant Collection’s Sunshine Ligustrum, Heuchera Key Lime Pie, Hellebore Gold Bullion, Japanese Forest Grass and Goldmound Spirea. Dramatic statement houseplants include Costa Farms ‘Chameleon’ ZZ, ‘Painted Lady’ Philodendron, ‘Lemon Meringue’ Pothos and ‘Golden Violin’ Philodendron.

How to use the report

Garden centers, nurseries, greenhouses and other green industry businesses can use the report as part of their marketing, as well as to help inform what they grow or sell.

“Trends can help you make data-driven decisions when shaping new products, either to grow or to stock on the shelves,” Dubow says. “Staying ahead of trends, and showcasing that on social, will attract trend-loving customers into your store. Include trends info in newsletters, social and in store.”

Dubow says IGCs can use these trends for merchandising inspiration in a variety of ways:

• Seasonal displays: If the “Delight in the Dark” trend is too much for your IGC year-round, create eye-catching seasonal displays for Halloween. Outfit an entire room with dark foliage plants, blood-red plants or even some of the dead plants slated for compost.
• Sustainable and eco-friendly options: Knowing Zoomers are willing to pay more for sustainable options, incorporate eco-friendly and sustainable products, such as organic fertilizers, biodegradable pots and rainwater harvesting systems, to cater to this group.
• Themed displays: Design themed displays based on the color of the year. Stack foliage and flowers together to show how people can brighten up any area of their garden, shade or sun, indoors and out.
• Educational workshops and events: Host a hanging plant workshop where people pot their own baskets. Place hanging baskets by the checkout for grab-and-go. Offer events that educate customers about bugs (some people want to do their own taxidermy) or paper bug-making workshops. This can help build community engagement and drive sales.
• Trendy garden décor: Offer bug-themed garden décor. This could include rugs, mugs, pillows, jewelry and decorative garden art. Partner with local artisans who make bug-themed jewelry or pottery. Some could even be exclusive to your store.
• Social media and online presence: Showcase trendy products and displays on social media platforms and your website to reach a wider audience and keep customers informed about the latest trends.

To download the 2024 Garden Trends Report for free, visit bit.ly/2024GMG.

Emily Mills is associate editor of Garden Center magazine. Contact her at emills@gie.net.