With the UK spending a whopping £7.6 billion a year on houseplants, equating to more than £300 a year each, our love for these leafy fellows isn’t slowing down anytime soon.
With the average Gen-Zer having 10 plant friends in their home and spending a minimum of 14 hours a year tending to their plant babies, Gen Z might not be able to afford property but they sure as cacti won’t skimp on their plants.
They’re laying down roots as the ‘generation that cares’, and we’re here for it!
If you want your brand to appeal to the next generation, plants are the best way to show you care. Download our Living Promotions brochure now for some awesome green goodies that’ll help your brand grow!
This sudden boom in plant love can’t be narrowed down to one key cause. Instead, it’s a combination of societal bounce-back from the pandemic, financial struggles the generation already faced, and a dire housing crisis on shaky foundations.
Gen Z has had to adapt their priorities around their environmental expectations. No more planning for kids (too expensive), no more buying houses (too expensive), and no more financial security (too expensive to save).
Plants offer Gen Z a respite from the struggles of modern life. Their leafy buddies have allowed them to adapt to their changing priorities in a healthy, positive way.
From the pandemic to pets, here are 8 reasons why plants are so popular with Gen Z.
1. The pandemic
By doing and having less (less stress, less waste, and less shopping) during the pandemic, Gen Z now craves that slower pace of life - where plants thrive.
Garden centres have calculated an increase of over 50% in sales since 2019 during a period largely spent indoors. It was also found that 28% of Americans ages 18-44 participated in indoor gardening in 2021.
This rise in plant popularity during the pandemic can be narrowed down to houseplants offering us that much-needed dose of nature.
With their abundance of mental health benefits and aesthetically pleasing vibes, having plants dotted around your house during the pandemic made you feel more in control of things - something Gen Z has been lacking ever since.
2. Sustainability
That’s also probably why Gen Z has earned itself the title of the ‘sustainability generation’.
They’re willing to pay 10% more for a product if it’s sustainable, and they want to incorporate more greenery into their lives.
From growing their own vegetables (which 67% of adults want to do) to 1 in 2 Gen-Zers wanting companies to take a stance on social issues, 82% are concerned about the future of our planet.
Plants allow Gen Z to feel like they’re caring for their environment. They give them a moment at the end of the day to make small steps towards helping our planet.
Read more: 35 super simple sustainable swaps you can make at home
3. Home sweet home
For Gen Z, the meaning of home is changing. No longer does it mean a tidy oasis with minimalist vibes, but rather, a place to store meaning and memories and everything that matters most to them in the world.
Like, plants!
It’s about building a safe haven - a place to call their own (even if they don’t actually own it).
‘Home’ is now defined by the memories and stories Gen Z treasure, and how a space/person makes them feel that’s most important to them.
And what better way to make a house a home than with plants?
Read more: The ultimate guide: 23 product media trends for 2023
4. The Housing Crisis
Many Gen-Zers have resigned themselves over to the fact they’ll be renting for the foreseeable future.
The private renting sector has doubled in the last decade, with Gen Z having 86% less buying power than Baby Boomers.
One of the only ways that Gen Z can make their rented houses feel like homes are with plants, to build upon their much-needed home sweet home vibes.
5. Financial issues
With Gen Z lacking financial stability, they don’t tend to plan for the long term.
Many are feeling the squeeze, with 45% of Gen Z living pay-cheque-pay-cheque.
With no financial security during their early careers to set them off on a good foot like previous generations, Gen Z isn’t able to put aside any finances for later life commitments.
6. Plants vs. pets
This goes for pets, too.
That’s why many Gen-Zers are opting to go for plants instead of pets.
With less financial commitment (and no surprise extortionate vet bills later in life), plants are the next best thing to a furry friend.
With other things (homeownership, pets, children, marriage) out of reach, a plant allows Gen Z to care about something.
They don’t require you to be home on time, they don’t need a daily walk.
They offer companionship based on a weekly drizzle of water.
Perfect for Gen Z!
Read more: 10 pawsome merchandise ideas your dog will love
7. The mental health benefits of plants
Plants make us feel anchored in a world spent online. The very act of caring for a plant promotes mindfulness, which is great for boosting your mental health.
Plants offer a break from the toils of daily life; time to take a breath, and just be when you’re caring for them.
Plants with broad leaves are seen to improve mental health as seeing their bright, amazing greenery every day makes us feel more calm and relaxed.
Also, only 15 minutes of interaction with houseplants will reduce stress levels, perfect for Gen Z who have a LOT to stress about.
Read more: Welcome to the jungle: 12 benefits of promotional plants
8. Plantfluencers
Plant accounts gained a huge following on social media during the pandemic.
It was a safe way to join a positive plant-loving community without leaving your home, and since then they’ve gone from strength to strength.
‘Plantfluencers’ are now looked to as celebrity green-fingered gurus, with Gen Z quick to pick up on the positive, mental-health-affirming trend.
With plants offering that solace from the digital world, whilst still giving them an aesthetic that’s popular online, it’s no surprise how quickly our feeds are filling up with plants.
Read more: 5 plant influencers your brand can learn from
1. Happier teams = staff retention
A study found that out of 2,000 adults, 40% agreed that the perfect work environment included plants.
Why not make one of those plants yours?
By using seeds in your next campaign, your brand will become synonymous with everyone’s favourite daily activity: looking after their plant.
Indoor plants have also been recorded as removing up to 87% of toxins in the air in 24 hours. In a busy, crowded office, this can make all the difference for a better working environment and a happier team.
If your staff feel happier in their working environment, they’re more likely to stay. 90% of employees leave a company based on reasons other than money, so make their working environment the best it can be with plants.
Read more: Get your merch summer picnic ready
2. You’ll appeal to Gen Z new starters
Gen Z will love your brand even more, and you’ll appeal to this new generation of talent if you opt to make plants part of your next onboarding strategy.
With the love of all things green sprouting up online, your brand could be shared far and wide all thanks to a humble desk plant.
Read more: 10 easy steps for onboarding pack success
3. Great brand potential
Have you ever known anyone to receive a plant and not smile?
They’re cute and colourful, but most importantly, they spread a positive message about your brand: that you care.
And with Gen Z caring about your brand ethos and authenticity, a love of plants will help your brand be on their wavelength.
Read more: 4 Ways to Grow Your Brand With Plants
Channel your inner Gen-Zer and get clued up on all the best popular plant products to make your brand shine.
Download your free Living Promotions brochure now, or get in touch for your free consultation with one of our merchandise consultants to get started.