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2019 ASHS Annual Conference

Reaching New Audiences in the “Plant Parent” Generation *CEU Approved*

Objectives: This workshop is designed to inspire greater investments in connection with younger audiences and equip horticulture educators, researchers, and public garden professionals with the language and a more diverse toolkit to reach this new generation of ‘plant parents’ aka gardeners.

Description: As horticulturists, educators, and researchers, we are in danger of not connecting with a younger generation that is very interested in our topic but may have differing perspectives and vocabulary. This workshop is designed to focus on opportunities and techniques for addressing challenges in connecting younger audiences with horticulture. The workshop will begin with an interactive discussion about current ways younger generations (primarily generation Y and younger) are connecting with plants and how that contrasts with previous generations. This opening discussion will focus on how many of our efforts are framed by the use of traditional terms, such as “gardening” and “horticulture” that may be counterproductive in reaching younger audiences. This terminology discussion will lay the foundation for three presentations focused on connecting with a younger audience interested in integrating plants in their lives. Three avenues of connection will be explored by experts in retail and marketing, digital outreach and social media, and public gardens outreach. The remaining portion of the workshop will be concentrated on a facilitated discussion where attendees will focus on application and next steps. Building on the ideas presented in the talks, attendees will further identify current shortcomings in reaching new audiences and will develop feasible solutions that could be used in current teaching, research, Extension, and public horticulture programs or new efforts to bridge this gap. Attendee contributions will be captured on flip charts and content will be related to current consumer horticulture and public gardens collaborations underway including the National Initiative for Consumer Horticulture.

Tuesday, July 23, 2019: 4:15 PM
Montecristo 1 (Tropicana Las Vegas)