Selling horticulture to millennials

Millennials are tech-savvy and sometimes regarded as hungry for online attention.  They are the fastest growing group of garden consumers, yet the number of millennials working in the agriculture industry is comparatively low than the working population in other industries.

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Born after 1980, millennials have massive buying power.  In recent years, they have begun to flock the digital space with selfies and social media updates for their appreciation of gardening and other green hobbies.  Their respect for anything organic has brought them to the green market, increasing the value of horticulture among their age group.  Meanwhile, the buying power of millennials is overtaken by their ability to influence consumers, making them a notable force and a valuable bunch in the industry.

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The desire of millennials to go green has an impact even on their ventures.  As more and more are escaping the mundanities of their 9 to 5 jobs, members of this generation are starting to capitalize on market interest through the online sale of plants and herbs.  Their desire to stand out from the crowd forces them to think outside the box, especially in making gardening appealing to their peers.

A good way to start building a millennial-led business founded on farming is by sharing knowledge about the industry and how important horticulture is for the society.  Product sale must be preceded by knowledge sharing.  In addition, parents of millennials are known to share in and influence the purchasing power of the generation. Campaigns vaunting the value of horticulture should also include them.

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