By Karen Espig
Before jumping into the houseplant phenomenon, let’s look at the definition and characteristics of this demographic. If you were born between 1981 and 1996, you are a Millennial (or Generation Y). The new generation, beginning in 1997, is Generation Z.
PEW research determines the age ranges of the generational groups (adult-aged) based on pivotal technological developments or events (among other factors). In the case of Millennials, this would include the 9/11 attacks, the rapid rise of the internet and social media, and the economic crisis of 2008.
I have just given you a very broad overview, but you may wish to climb down that particular rabbit hole on the PEW webpage. But what’s with all the houseplants?
The Numbers
In 2021, Millennials represented the largest generational group, with just over 72 million folks in the USA. They have surpassed the Baby Boomer totals as that group gets smaller.
According to the National Gardening Survey, American gardeners spent over 52 billion US dollars on houseplants in 2019. Around 13 billion of that is attributed to 18-to 34-year-olds, whose spending on plants has increased faster than any other age group in recent years.
Living Spaces
While Millennials are the most educated group to date, their education has also been the most expensive, leaving them with more debt. Because of the economic challenges experienced by Millennials, it has been more difficult for them to build wealth in the same way as previous generations. Buying a home is something this group tends to accomplish later in life or not at all.
This typically means they live in apartments and often do not have backyards. Houseplants provide a way to achieve a feeling of home even without the permanency of one. Small potted plants can also move along with them as life or work circumstances change. In a small apartment, or single room, houseplants can transform the space to feel less constricting…not to mention the improved air quality!
Wellness
Millennials place a higher value on the work-life balance and on wellness in general than the previous generations (Gen-X and Baby Boomers).
It’s been proven that spending time in nature gives your brain a rest, reduces stress and anxiety, and improves cognitive ability (to name but a few benefits). It has been discovered that the same benefits may be gleaned from simply looking at images of nature. Just 15 minutes of plant care and attention can relax, soothe, and comfort, according to a study published in the Journal of Physiological Anthropology.
The Green Scene
Since this age group has more significant debt and less disposable income, they are more cost-conscious than previous generations. Instead of large-ticket items like houses and vehicles, they spend more on experiences, travel, and wellness.
With their hard-earned money, Millennials also like to go green, prioritising eco-friendly and sustainable practices. Houseplants are a natural fit (pun intended). But before heading out to the nearest Garden Centre or large department store for your plants, consider a sustainable option, such as buying from local growers or asking for cuttings from fellow plant lovers. Be sure also to buy what can reasonably grow in your living space.
Nurturing Nature
Millennials are choosing to have children later in life. For some, creating an indoor green oasis satisfies the nurturing instinct. And while a pet might also fit the bill on this count, sometimes apartment complexes do not allow pets or are not suitable for them. A survey of 2000 Millennials revealed that 7 out of 10 are plant parents.
An indoor plant collection that requires attention and care can be a meaningful way to add some nurturing to your daily life. Keeping your indoor jungle happy involves something of a routine. Watering, feeding, pruning, and repotting plants means slowing down and paying attention. Watching your leafy charges flourish and bloom under your care can be very rewarding!
Social Media
Millennials are deeply invested in social media, so it is no surprise that houseplants have emerged on the scene. The account @keepyourplantson_la, for example, has 28k followers; @housplantclub has 982k! The hashtag #plantparenthood has been used over 1.8 million times!
Next time you watch a TikTok or YouTube video, watch out to see if plants feature in the scene; you might be surprised.
According to the job site, Indeed, Millennials are collaborative, tech-savvy, creative, expressive, thoughtful, empathetic, open-minded, curious, and optimistic.
And while Millennials spend money on many of the same things as previous generations (accommodation, food, entertainment), they spend it a bit differently. There is a higher emphasis on purchasing sustainably. They make purchases that support the priorities of work-life balance and wellness.
It is no surprise, then, that houseplants are trending. And guess what? You don’t have to be a Millennial to dig it.