Courtney Brown Highlights Seven Trends to Take Note of in the Coming Year
Following trends is vital for brands to discover customer wants and needs and to drive sales to new heights. That is why landscapers look to trendspotting firm Garden Media Group for their annual Garden Trends Report.
For 22 years, Garden Media Group has been predicting trends that shape the green industry. The report for 2023 moves past 2021’s “Great Reset,” 2022’s “Crisis to Innovation” and focuses on self intention and personal empowerment with the theme “I Believe In Me.”
“We learned over the past two years that we can’t control external factors, but we can control what we do and what we buy,” explains Katie Dubow, president of Garden Media Group. “We believe homeowners will continue to improve their outdoor spaces more than ever and choose partners and products that align with their values.”
The 2023 Garden Trends Report shows how we want a life of self-fulfillment and practicality.
Here are the seven trends that will begin to shape the future, according to Garden Media Group:
Tesla Effect
While it’s true that the green industry has gone electric or battery-powered three times faster than the electric car industry,
smart tools will become necessary for easier and more successful gardening. Katie suggests keeping an eye on governmental regulations and customer preference for electric landscaping equipment.
Backdoor Revolution
The cost of renting or buying over the past few years has made desirable city living out of reach for many. The new home trend is accessory dwelling units. Rezoning laws are changing countrywide and will help owners and renters alike cut costs. This “Backdoor Revolution” will change what customers want. Katie suggests positioning your brand as the firm that can help define spaces and create privacy for the new small-space needs of these homeowners and renters.
Bunting Gravel © Andrew Bunting–Pennsylvania Horticultural Society
Accessible Gardening
This anti-millennial trend focuses on “Super Agers”—people whose brains function as if they were 30 years younger. We haven’t lost our core customer,
Boomers, rather we must understand how they want to live differently.
“Catering to this group of ‘Super Agers’ will allow us to extend the joy of gardening for much longer and to more people—growing the green world exponentially,” says Katie.
(Left) Lomandra Platinum Beauty © Sunset Plant Collection; (Right) Colocasia Royal Hawaiian Waikiki © Southern Living Plant Collection
PlantTok
TikTok users spend an average of 52 minutes per day on the app, and 90 percent visit it more than once per day, so it is no surprise TikTok is on trend. But PlantTok, the green industry’s place on the app, has hit the mainstream. The report outlines the trends on PlantTok now, but Katie advises “the only way to know what’s trending on TikTok is to be on TikTok.”
All Greek to Me
The landscape design trend that Pinterest spotted? Statuary, boxwood hedges, stone walls and hardy plants are all an homage to classic Greek gardens that are seeing a revival. Plus, gravel gardens and native plants fit perfectly into this low maintenance, high-style trend.
Petite KnockOut © Star Roses and Plants
Redrawing the Map
As the climate changes, trees are at risk due to heat and drought, making them more susceptible to diseases and insects. Dr. Daniel Herms, Ph.D., at Davey Tree, says choosing climate-resilient trees is more crucial now than ever. Landscapers can be at the forefront of educating homeowners about the right tree to plant to be effective over the next 100 years.
Color of the Year
Sombrero Adobe Orange Coneflower © Bloomables
Terra cotta is the color of the year for 2023. Dubow urges landscapers to think outside the box when choosing this trendy color. Choose Sombrero® Adobe Orange Coneflower, Tecoma “Red Hot” and Veranda® Mango rose from Bloomables® or Coppertop® Sweet Viburnum from Sunset Plant Collection.
Garden Media Group has published its Garden Trends Report annually since 2001. The 2023 Garden Trends Report is available now for free download at www.gardenmediagroup.com/trends
Garden Media Group ignites buzz for clients, offers innovative public relations campaigns and secures top media placements and partnerships. The boutique public relations and marketing firm is known as the best in the home, garden, horticulture, outdoor living and lawn and landscape industries. The annual Garden Trends Report is one of the most published garden studies in trade and consumer news.
Courtney Brown is an assistant account executive at Garden Media Group, a public relations firm that specializes in gardening. She is passionate about finding out what makes people tick on social media and loves designing and creating content on Canva.