The X Factor

Gen Z (a.k.a. Zoomers) will “reshape the future of the horticulture industry,” says Katie Dubow, president of Garden Media Group (GMG) and lead creator of the 2024 Garden Trends Report. Are you dialed in to what products Zoomers prefer, how they shop and how they research buying options? If not, it’s time to meet the second-youngest generation in a meaningful way.

Born in 1997 through 2012, this demographic is ahead of Millennials and Gen X when it comes to homeownership. In 2022, 30% of 25-year-olds owned their home, compared to the 27% of Gen Xers and 28% of Millennials when they were the same age, according to Redfin. The average age of a first-time home buyer used to be 36, according to the Garden Trends Report. And they’re motivated, Dubow says: 71.5% of Zoomers plan to buy their first home in the next one to six years.

“While we love first-time home buyers, this is important today because many Gen Zers have only ever worked from home. They see their home, and quality things to fill it, as a long-term investment,” GMG reports.

The green industry can capitalize on Zoomers’ values. Nearly three-fourths (73%) of Gen Zers are willing to pay more and wait longer for sustainable products that are of better quality, according to the report. Another key characteristic of this generation is their interest in pieces that have stories (i.e., where it's from, who made it).

Since Gen Z is the first generation raised entirely in a digital world, landscapers need to understand and cater to their specific habits and preferences, such as seeking input from trusted online sources and keeping website and social platforms up to date, so influencer marketing and promotions through short-form videos are key for getting to Zoomers, she says. “Social media platforms make it easier for younger generations to learn how to make a difference in their own community,” she says. “We need to foster those young minds and help them to find their place in the green industry.”

The report also identified seven trends that will shape the future of horticulture. Below Dubow explains how those trends apply to the landscaping market.

1. Zoom Out

Catering to Generation Z

Landscapers should recommend sustainable and high-quality products to meet Generation Z's strong preference for eco-friendly options. This demographic is often open to paying a premium and waiting longer for sustainable materials. Focus on items like eco-friendly containers, pavers and outdoor furniture, as well as native plantings and meadow-style gardens that are low-maintenance and visually appealing. Digital tools for showcasing and managing landscaping projects can further engage this tech-savvy generation.

2. Hortifuturism

Embracing Sci-Fi Elements

Landscapers can integrate bright and futuristic features into their garden designs. Include elements like neon lights and glowing orbs, and select plants that stand out due to their unique textures and colors. These kinds of designs can be especially appealing in public areas or for clients who desire unique and visually striking gardens.

3. Delight in the Dark

Gothic and Enchanting Themes

Landscapers can cater to clients who prefer darker-themed aesthetics by selecting plants with dark foliage, deep red flowers and distinctive textures. These choices are perfect for creating themed gardens with a Gothic or Victorian influence, offering a unique and visually captivating landscape experience.

4. Bugging Out

Eclectic and Natural Themes

This trend emphasizes the importance of designing gardens that attract and support pollinators. Landscapers have the opportunity to inform their clients about the advantages of pollinator-friendly gardens, such as enhancing biodiversity and promoting ecological well-being. To achieve this, they can include a variety of plants known to attract beneficial insects, thereby creating a healthier and more diverse environment.

5. Hanging in There

Maximizing Vertical Space

With increasing crowding in urban areas, landscapers can focus on vertical gardening techniques to make the most of limited spaces. They can use hanging plants, planters mounted on walls and trellises to craft lush and space-saving gardens, ideal for small or restricted areas. This approach maximizes planting space and adds a unique aesthetic dimension to urban gardens.

6. Nature Calls

Focus on Sustainability

Focusing on native plants and sustainable landscaping methods meets the increasing demand for eco-friendly and carbon-neutral solutions. Landscapers can respond to this trend by providing services that include planting native trees and designing landscapes that are not only aesthetically pleasing but also environmentally advantageous. This approach aligns with the current shift toward more ecologically positive practices in landscaping.

7. Color of the Year

Cyber Lime

Using the dynamic "Cyber Lime" color in landscaping projects is an effective way to stay on trend and attract clients seeking contemporary and eye-catching designs. Choose plants and decorative elements in shades that complement or match “Cyber Lime.”

Mills is associate editor of Garden Center magazine and Rodda is editorial director for GIE Media’s ornamental publications.