2017 ASHS Annual Conference

Traditionally, the core consumers of ornamental horticultural goods were older women, but as younger consumers graduate and enter the workforce, they are becoming the future of the horticulture industry with a collective buying power of $200 billion. Overall, young consumers are unique from older generations in that their values, beliefs, social norms, and communication methods are very different. Not only are they influencing demand for products, but they are influencing production methods and sustainability initiatives as well. This workshop explores various components related to young consumers in the horticulture industry from the consumer perspective and from the farmer’s perspective. An overview of marketing tactics to reach Millennial consumers will be provided. Branding strategies on plants to attract Gen X and Y consumers will also be discussed. A summary of consumers’ interest in sustainable landscape attributes and perceptions of landscape aesthetics and maintenance requirements will be presented. The marketing and production methods and the perceptions of younger farmers towards technology adoption will be discussed.