Garden Media Group’s Seven Trends For 2010

Public relations firm Garden Media Group just released its annual trends report to show what they anticipate will be hot in 2010.

"Just look around you," says Susan McCoy, trend spotter and outdoor living expert. "Our relationship with money has changed. Hard work, common sense and a return to small-town values are causing a shift in priorities from boardrooms to backyards.

"The rewards of growing your own – from basil to berries to flowers – are boundless."

Here is a glimpse of what McCoy and her team of trend spotters see for 2010.

1. Main Street is in. Wall Street is out.

There’s a shift of priorities between balancing practicality with comfort and fulfillment. "Core values of responsibility, meaningful relationships and connectivity to neighbors and communities are surging," says McCoy, president of Garden Media Group.

That "can-do" spirit empowered by a new sense of self-sufficiency is fueling a renewed appreciation for our land— defined more by nostalgia rather than geography; caretakers rather than developers.

Yard-sharing with people – dividing resources, skills, space, tools and time – is popping up to support our need to "go local," strengthening neighborhoods.

2. Edible gardens are in. Lawns are out.

Growing your own groceries is hotter than ever and is transforming homes and communities. A recent survey by the National Gardening Association shows a 19 percent burst of new hobby country farms and urban edible gardens over the last year.

"It’s time to reclaim our land for our greater good," says Margie Grace, the 2009 International Landscape Designer of the Year, awarded by the Association of Professional Landscape Designers. "Take that food-producing garden from the back 40 and put it wherever we want. Reunite the ornamental with the edible – roses beside tomatoes, beds edged with herbs and veggies used as annuals."

Grace is one of many wanting to "de-lawn" America. Front lawns are being transformed into vegetable and rain gardens.

3. Slow gardening is in. Instant gratification is out.

Domesticity is back. People young and old are returning to a simpler life of cooking, gardening and even raising chickens!

Produce sharing with community-supported agricultural farms and produce exchanges are springing up throughout urban and suburban and rural communities. The take-home message is: urban farming is cool; urban wastelands are not.

With the rising demand for locally grown food, organic and energy efficient products, people are gardening for the greater good. According to LOHAS (Lifestyle of Health and Sustainability), seed sales are up 30 to 50 percent, and canning saw a whopping 45 percent increase. Along with vegetables, people are planting and picking fruits and berries, especially blueberries and raspberries for their nutritional value and ornamental good looks.

4. Mindful is in. Bling is out.

The collapse of greed and self-indulgence is ushering in a new culture of giving, creating and collaborating. Reflected in the Reputation Economy, sharing a passion and receiving recognition has replaced "taking" as the new status symbol.

A new patriotism of spirit – volunteering and a shift from “me” to “we” – has trumped greed. The Ascendant generation of ‘GRUPS’ (30-to-50 somethings) are redefining adulthood with their young-at-heart lifestyle, driving demand for products made from recycled materials in sync with their focus on social and environmental issues.

According to the National Marketing Institute, four out of five people say they’re still buying green products and services today, which sometimes cost more, even in the midst of a U.S. recession. More than two-thirds say they will select green over traditional "if it works.”
Many new products on the market are designed to help sustain the environment. Space-age technology saves gardeners time and water. AquaLok, a sustainable hydration system from Costa Farms, is a self-watering system for plants made from recycled soda bottles. It allows plants to thrive without drainage and reduces watering needs by more than half.

5. Eco-boosting is in. Chemical dependent gardens are out.

Get used to terms like eco-bounty and eco-frugal, eco-metering and eco-concierge that are sprouting up in blogs and social media. Green is the new black as consumers seek products that work with nature, not against it.

6. Multi-tasking is in. Single-purpose gardening is out.

From California green buildings to New York high-rises, living (green) walls are allowing people even in cramped urban apartments to use a greater range of plants.

Roofs are no longer just for parties. Green roofs are springing to life in cities and small towns, transforming barren space into lush gardens that help cool buildings, absorb rainwater, filter air pollutants and create wildlife habitats.
Rain barrels and rain gardens continue to remain popular as people seek ways to conserve water and reuse and recycle.

7. Perennials and shrubs are in. Divas are out.

Sustainable landscapes, water conservation, perennials and small edible shrubs are hot as gardening with natives attracts needed pollinators and birds, critical for the balance of nature.

Consumers are looking for plants that are easy care, have great color and are pest and drought resistant.

Visit the Garden Media Group website for more information about the company.

Leave a Reply

More From State of the Industry...

April 17, 2015

Sakata Seed Uses California Spring Trials Display Plants To Give Back

Sakata Seed America is putting its post-CAST (California Spring Trials) plants and flowers to good use to support events in local California communities of Salinas and Morgan Hill. The plants, along with donations through Sakata's Charitable Giving Program, will support three fun-filled community events that promote healthy lifestyles and support the agricultural industry.

Read More
Hakonochloa macra Aureola v

April 17, 2015

Ornamental Grasses — A Few Thoughts

Grasses have been embraced by growers, landscape architects and retailers, and are an important component in wholesale and resale sales. Allan Armitage shares some popular grasses, one to avoid and a few to use with caution.

Read More
PW_CAST15

April 17, 2015

Allan Armitage’s Favorite Plants From Proven Winners, Syngenta And Danziger

Between visiting California Spring Trial giants like Proven Winners, Syngenta and Danziger, Allan Armitage saw a lot of great plants in one day. Despite the size of the challenge, Dr. Armitage finds a few favorites he thinks you should try.

Read More
Latest Stories
HRI logo

April 8, 2015

Horticultural Research Institute Accepting Scholarship …

The Horticultural Research Institute (HRI) is offering seven scholarships for the 2015-2016 school year, totaling $20,000. Applications will be accepted through May 31.

Read More
protecting bees and pollinators video

March 31, 2015

New Video On Protecting Bees And Pollinators Educates H…

A new educational video that provides information on the horticultural industry’s essential role in bee and pollinator stewardship is one result of industry collaboration by the Horticultural Research Institute, AmericanHort, Society of American Florists and the American Floral Endowment. “Protecting Bees & Pollinators: What Horticulture Needs to Know,” narrates the current state of bee and pollinator health, provides information on factors that impact pollinators and the environment and underscores the beneficial role horticulture plays in providing healthy pollinator ecosystems.

Read More

March 25, 2015

NASS Reports U.S. Honey Production Was Up By 19 Percent…

Honey production in 2014 from producers with five or more colonies totaled 178 million pounds, up 19 percent from 2013, according to a March 20 report from the USDA's National Agricultural Statistics Service (NASS).

Read More
cultivate'15 logo

March 4, 2015

Cultivate’15: AmericanHort Announces What’s…

In an industry that has seen major changes occurring at a fast pace, many industry professionals leave Cultivate with their heads spinning and no clear idea of how to regroup and strategize. Cultivate’15 is “Changing the Game.” As this year’s focus, Changing the Game will call your attention to the ways in which our industry has changed and your opportunities to compete successfully.

Read More
Greenhouse Grower State of the Industry

February 2, 2015

Download Greenhouse Grower’s 2015 State Of The In…

The Greenhouse Grower 2015 State Of The Industry Whitepaper includes all the results of the survey, including comparisons on 2014 sales to past years, details on how 2015 production volume and prices will compare to 2014, crops that growers will increase and decrease production on, where growers stand on using neonicotinoids on crops, how many growers will pursue growing medical marijuana and more.

Read More

January 27, 2015

Benchmarks: Let’s Change Our Story

It's a new year. Time for our industry to change how consumers perceive plants by creating a new reality where plants are valued for more than their physical beauty.

Read More

January 21, 2015

AFE Wins Platinum MarCom Award For “Murder, Sex a…

The American Floral Endowment (AFE) took home its fourth award for the animated awareness video "Murder, Sex and Greed." The organization also recently announced that there are two new members on its board of trustees.

Read More
Greenhouse Grower State of the Industry

January 19, 2015

2015 State Of The Industry: Current Green Industry Tren…

Demand for green industry products and services is forecasted to increase in coming years as the housing market rebounds.

Read More
DNA-logo

January 14, 2015

Terra Nigra Joins DNA Green Group

DNA Green Group will be expanding its range of cut flowers by incorporating Terra Nigra, a company specializing in breeding and propagation of gerberas and roses.

Read More

January 14, 2015

Florensis Receives Horticultural Entrepreneur Award

During the January 7, 2015 award ceremony in the Keukenhof, in Lisse, Netherlands, Florensis received the Horticultural Entrepreneur Award. Florensis was one of four nominated companies, which also included Arcadia BV, Artemis and Martens Asperges.

Read More
AmericanHort

January 9, 2015

AmericanHort Celebrates Its First Birthday

AmericanHort was formally launched one year ago on January 1, 2014, and the association is celebrating numerous successes of the first year.

Read More
Carol Miller

January 7, 2015

We’re All In This Together

Growers and retailers have a common goal — to serve customers better. In this new column, Greenhouse Grower will take a look at ways growers and retailers can work together to take advantage of profit opportunities and better meet customer needs.

Read More

January 7, 2015

Industry Speaks Out Against “Waters Of The U.S.” Rule

The Environmental Protection Agency’s proposed rule change to the Clean Water Act, known as “waters of the U.S.,” has the potential to disrupt normal business practices for growers across the country.

Read More

January 7, 2015

Students Tackle Real-Life Challenges At National FFA Fl…

Top prize winners put skills learned in the classroom to the test at the National Future Farmers of America (FFA) Floriculture Career Development Event.

Read More
Lesley Judd

January 7, 2015

2014 Meister Scholarship Awarded To Ph.D Student

The Richard T. Meister Scholarship was awarded to Lesley Judd, a graduate student with a passion for horticulture and a desire to pass her knowledge along through teaching.

Read More

January 6, 2015

39th Annual Today’s Horticulture Symposium Will Be Febr…

The Professional Gardener Alumni Association (PGAA) will hold the 39th Annual Today’s Horticulture Symposium program will be on February 6, 2015 from 8 a.m. or 4 p.m. in the Ballroom at Longwood Gardens, and will feature an array of engaging speakers.

Read More
Shawn McBurney

January 6, 2015

Society Of American Florists Hires New Lobbyist

Shawn McBurney joined the Society of American Florists' (SAF) staff starting January 5 as the new senior director of government relations.

Read More
Greenhouse Grower State of the Industry

January 5, 2015

Growers Are Optimistic For A Strong Year In 2015

Greenhouse Grower’s State Of The Industry survey reveals that growers are being cautious about the inputs they use, and they’re worried about input costs and regulation, but enthusiastic about the rebounding economy.

Read More