Oct 27, 2025 9:00 AM
Engaging the Younger Generation in Horticulture
Industry solutions for growers trying to attract a younger generation.
Helping growers not only succeed but thrive in an ever-changing marketplace.
It’s about building relationships – with plants, with customers and with the people who make this industry so special.
With a mission to not only help growers cultivate exceptional plants, we also find a need to help growers connect with customers in meaningful, profitable ways. Take a look at these trends we’ll be seeing in 2026. Learn how to engage younger generations into the horticulture industry and cultivate real connections in an ever-changing marketplace.
2026 Trends by Generation
Millennials (29-44 years old)
Influenced by brand reliability.
Prefer comfort, convenience and education opportunities.
Budgets are tighter with less recreational spending.
Impacted by housing market and prefer designing with plants (containers, houseplants) vs. digging into landscapes.
Gen Z (13-28 years old)
By 2030: projected $12 trillion buying power.
Values experiences, human connection, accessibility and self-expression.
Prefers in-store shopping (making up for lost time post-COVID).
Research businesses/products ahead of time and has less impulse-buying tendencies.
When attracting both generations of Millennials and Gen Z there are a couple of overlapping trends. One of them is FOMO, or Fear Of Missing Out. This trend definitely drives purchases with 60% of people driven by FOMO are buying within a 24-hour timeframe. An example of this would be the Thai Constellation Monstera craze.
Authenticity and education are also very important to both of these generations. Millennials and Gen Z consumers want personal connection and unique ideas. While this plays a significant part in their buying decisions, education also adds value to transactions.
Unique Retail Ideas
When finding ways to create a sense of FOMO when selling at retail try promoting “first and only” varieties (e.g., Bluephoria mandevilla). Try hosting workshops and events that create buzz. Other ideas:
Subscriptions: cut flowers, petunias, perennials, seasonal containers.
Collector’s Concept: encourage customers to “collect them all” (e.g., Echinacea Sombrero series, Gaillardia SpinTop, Dahlias).
Education Initiatives:
Pollinator workshops.
Plant Clinics (bring in struggling plants for staff help).
DIY design workshops (teach rules, then how to break them).
Pet-friendly gardens and plant education.
Top New Varieties & Marketing Tips
The top varieties we’ll be seeing in 2026 include:
• Annuals: Monarch Magic (attracts monarchs and butterflies), Top Wave Orange Spreading Pansy (great habit with beautiful color), and 2025 variety Canna Cannova Gold Leopard (sturdy, reliable and leans low maintenance).
• Perennials: Agastache FlutterFriendly Orange (beautiful color and attracts pollinators), Lime Zest Heuchera (showstopping chartreuse with big leaves), Rudbeckia Suntacular (upright habit and a great bicolor).
• Mums: Axio series, Stellar series (two new families of mums).
For tips on the social media side: Be human, be genuine. Remove the “fluff” when posting. There’s nothing worse than to be using AI, adding graphics, etc., when your consumers want to see the real you. Stay authentic: showcase your team, post quick, choppy videos and show those flowers in actual gardens in real conditions.
Growers can thrive in today’s competitive landscape by sharing their stories, whether you’re a family-run greenhouse or a large-scale operation, your origin and values matter. The result will connect with customers in meaningful and profitable ways.