Specialist home and garden PR agency Honest Communications has launched its annual Home and Gardens Trends Report, bringing together industry insight, emerging consumer behaviours and expert commentary to explore what could be coming next for the sector.
Now in its fourth year, the report has become an annual fixture for the agency, attracting interest from brands, journalists and industry professionals looking at the ideas and behaviours likely to influence homes and gardens in the year ahead.
For 2027, Honest has expanded the report to include more expert voices than ever before, with contributors spanning gardening, interiors, retail, design and content creation.
Contributors to this year’s report include voices from across the home and garden industries, sharing their perspectives on everything from climate-conscious gardening and water use to changing attitudes towards colour, materials and technology.
It features commentary from pond designer Michael Wheat, founder of Ponds by Michael Wheat; Deirdre Mc Gettrick, founder and CEO of uFurnish.com; George Hillier of Hillier Garden Centres; Dimitri Zobnin, co-founder of House of Enki; and interiors content creator Emily Murray of Pink House Living, alongside contributions from Charles Bentley, The Relentless Gardener, Grow Urban, My Dolce Casa, Little Edwardian Semi and Spacelift.
The six trends identified for 2027 are:
- Low impact, high reward gardening – beautiful outdoor spaces that demand less intervention
- Gardens become lifestyle spaces – as the outdoors is increasingly furnished and used with the same consideration as the home
- Climate-change gardening – with resilience, water use and adaptability becoming increasingly important
- Imperfect by design – celebrating patina, natural materials, handmade pieces and homes with a little more soul
- Colour gets personal – moving away from a single shade of the year towards more individual choices
- Smart gardening – technology making outdoor spaces easier and more efficient to look after
Holly Daulby, founder and managing director of Honest Communications, said: “Our Trends Report has become one of our favourite projects of the year, and every year we’re blown away by the interest it generates.
“Working right across the home and garden industries gives us a brilliant window into what brands, journalists, experts and consumers are talking about, and the report gives us the chance to bring those conversations together and look at what might be coming next.
“This year, we’ve brought in more expert voices than ever before, which has allowed us to explore the trends from lots of different perspectives and really dig into why things are changing.
“The six trends are all quite different, but what’s interesting is that they go much deeper than aesthetics. They reflect the way people are actually living, from wanting gardens that can cope better with changing weather to creating homes that feel more individual and personal.”
The report has also evolved for 2027 to make its insight more useful for businesses working within the home and garden sector.
For the first time, the trends are accompanied by practical considerations for brands, looking at what changing consumer behaviours could mean for their products, marketing and communications.
A new brand checklist at the end of the report brings these together, giving businesses a series of factors to consider as they plan for 2027.
Holly added: “We’ve always wanted the Trends Report to be more than a list of predictions. It should be something people can actually use.
“This year, we’ve taken that a step further with the brand checklist. As well as hopefully giving people plenty of inspiration, we want the report to spark conversations within businesses about what these changes could mean for them and their customers.”
The full Honest Communications 2027 Home & Garden Trends Report, including expert commentary and practical takeaways for brands, is available to download here and via www.honestcommunications.co.uk.
