Key players from across the UK garden industry, including the HTA, GCA and GIMA, have pledged support for an industry wide marketing campaign, starting in 2015, aimed at encouraging 30-45 year olds to make greater use of their outdoor space.
At a Garden Industry Marketing Board (GIMB) meeting, held at Scotsdales Garden Centre on 18 March, members heard the findings of the in-depth consumer research exercise which looked into attitudes to gardens, gardening and the use of outdoor space amongst the target audience.
The consumer research revealed that whilst 30-45 year olds have aspirations to have a lovely garden they do not want to do the work – they want the results without the process. For them the most valued function of outdoor space is as a place to socialise and relax with friends and family, and for those with children, as a place to play in.
By venturing into their outdoor space they are able to escape the daily chores and also feel like they are on holiday. The terms ‘gardening’ and ‘growing’ were very much perceived by this group as hard work and requiring a reasonable degree of knowledge and expertise whilst ‘gardens’ have positive associations which could motivate use of their outdoor space and stimulate garden products purchasing.
Using the research, Smoking Gun PR, the agency appointed to develop the GIMB campaign, presented a proposal outlining how the campaign could be implemented across different media specifically targeted at 30 -45 year old consumers.
HTA Chief Executive Carol Paris said: “The research clearly demonstrates that it is not ‘gardening’ as a process that is going to excite this audience. They need to be inspired and excited about using their outdoor space. This will involve taking a different approach in order to engage with them.”
She adds: “The HTA is committed to this initiative having already invested in it to get it this far and it is hugely encouraging to gain further support of the other key Industry players at the meeting this week. Now it is crunch time and we need commitment from across the whole industry in order to make this happen.”
GCA Chief Executive Iain Wylie comments: “This presents a fantastic industry-wide opportunity to help grow the market and increase the appeal to younger consumers who don’t currently spend much on their outdoor space. They have aspirations to have a lovely garden but need to be nudged into taking steps towards achieving this.”
GIMA Director Vicky Nuttall adds: “This presents an opportunity to attract the younger consumers of today, but also invest in the gardeners of tomorrow. However, the success of the campaign really lies in the whole industry getting behind it. With the support of the trade associations and key players, the scale of the campaign will be determined by the funds available.”
Organisations and businesses that pledged support at the meeting include: Adam Pasco Media, Ball Colegrave, Bransford Webbs Plant Company, Briers, Farplants, Garden Centre Association, Garden Industry Manufacturers Association, Hillview Garden Centres, Horticultural Trades Association, Hozelock, Mr Fothergills’s Seeds, Scotsdales Garden Centre, Scotts Miracle-Gro, Westland Horticulture, William Sinclair Horticulture. Further supporters include: B&Q, Homebase, Gardman, RHS, Stewart Plastics, Solus.
