How do we understand and reach today's plant consumer? - Michael Perry hosts a IPM Essen Panel on effective plants marketing

Bruce Harnett of Kernock Park Plants, Megan Green of Hayloft Plants and Yvonne Marquenie of Plants & Flowers Foundation Holland joined HortWeek new plants writer Mr Plant Geek Michael Perry on a panel at IPM Essen to discuss how the horticulture industry should understand today’s plant consumer.

They discussed:

1. The peat-free and sustainability dilemma

• The transition to peat-free media remains the industry’s most "hot-button" issue, particularly in the UK.
• Kernock Park Plants (KPP) went 100% peat-free in 2024 and Bruce Harnett says that sustainability (biomass, water self-sufficiency) is a moral choice, even if the "commercial advantage" is currently unclear.
• Panellists agreed that, for consumers to fully switch, peat-free media must be equal to or better than peat. Currently, some "staunch" growers still believe peat performs superiorly.
• But while sustainability is a growing concern many consumers still "turn a blind eye" when price is a factor.

2. Innovation vs. "Trust Erosion"

• Should the industry stop introducing new plants? The consensus: Innovation must have purpose.
• KPP uses a rigorous trials process to ensure only "the best of the best" hit the market. Introducing novelty without value leads to "trust erosion."
• Plants like Salvia ‘Hot Lips’, Lavender ‘Hidcote’, and standard Rosemary remain dominant because they are reliable. Consumers value the "tried and tested" for mail-order success.
• "TikTok Plants": Novelties like the TomTato or "family" apple trees resonate with younger, online audiences, but the industry must distinguish between viral aesthetics and long-term garden performance.

3. Multi-platform marketing

The panel discuss approaches and strenghts of different platforms:

• YouTube: ideal for practical "how-to" guides.
• Instagram/Pinterest: use aspirational/inspirational imagery.
• Facebook: focus on community and storytelling

Meanwhile Matthew Perry raises concerns about influencers who focus on garden aesthetics rather than plant health. The panel stresses the need for authentic voices over "unattainable" glossy imagery.

And Megan Green says that, for Hayloft, 75% of business is now online, though the physical catalogue remains a valued tactile experience for a core demographic.

4. The "Holy Grail" of 'engagement'

• Green highlights the power of visual merchandising—linking the plant, compost, and pot in one display to remove customer friction.
• QR codes on labels and improved storytelling are seen as the "Holy Grail" for garden centres to provide info at the point of purchase.
• Research shows search behavior is often driven by nostalgia (especially in herbs) and the desire to care for others (gifting).

5. Reaching the Next Generation

• Younger consumers represent the future but are the hardest to recruit due to a lack of gardening space and lower spending power. Engaging them requires shifting from a "critical" focus to a "positive attitude" shift, making gardening feel attainable rather than a luxury chore.
• In summary, the industry must balance the marketing "pull" of new varieties with the "push" of sustainable production, ensuring that every new introduction builds consumer trust through reliability and climate resilience.

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