At Domesticate’22, Katie Dubow, president of Backyard Media Group, delivered the 2023 Backyard Tendencies Report: “I Consider In Me.” In keeping with Dubow, the second’s two most important driving forces are the person and entry. And in a world dominated by uncertainty, the overarching pattern of 2023 is rooted in self-intention and private empowerment. Dubow mentioned that customers really feel empowered when utilizing backyard heart merchandise and really feel like they’ll make a distinction for themselves, their households and their communities.
“We won’t management exterior elements, however we will management what we do, what we purchase, our values — we select merchandise that align with these values. Now’s a giant time for us to take some accountability as an trade for these selections that we make as a result of our shopper goes to demand it,” she mentioned.
Listed below are the seven traits companies ought to put together for in 2023:
1) Tesla impact
“Tesla” is synonymous with innovation, and each enterprise needs to be the subsequent distinguished innovator. Nonetheless, Dubow mentioned that customers drive know-how, and it’s altering quickly. She identified that the inexperienced trade has gone electrical or battery-powered greater than another trade, and gadgets like electrical mowers, leaf blowers and different tools are rising. She mentioned that revolutionary and electrical instruments are simpler to make use of and much more accessible than their gas-powered counterparts, and so they empower gardeners in all places.
Clients are buying and selling up, changing these older (and considerably cumbersome) instruments with electrical ones. This shall be a big pattern within the trade sooner or later, particularly as digital natives — who grew up with know-how and are used to accessing issues with the push of a button — start to backyard and enter the market. Retailers also needs to begin enthusiastic about sensible units and apps, as many gardeners use apps to assist them develop their very own meals, hold observe of seeding and extra.
Moreover, clients have grown accustomed to omnichannel procuring strategies, and as such, they’re making fewer in-store journeys and anticipate strong e-commerce choices. Because of this, Dubow predicts that in 2023, IGC customers will search out an all-in-one, one-stop store the place they’ll buy every part in a single place.
2) Backdoor revolution
As inflation, rates of interest and tightening stock affect a risky housing market, millennials — the biggest technology — are caught amid the housing disaster.
“The factor that may impression our trade is that first-time homebuyer. So [millennials] are coming into this time once they’re speculated to be shopping for perennials, shrubs, veggies hanging baskets, containers — however they cannot as a result of they’re being priced out. So not solely are they priced out of shopping for houses, however they cannot discover leases,” she mentioned.
Enter the ADU, or Accent Dwelling Items — smaller, self-contained items that may be hooked up or indifferent from houses. ADUs aren’t a brand new idea, however the rules surrounding these are “altering like wildfire” to permit folks to enter communities with higher entry to colleges, public transportation and neighborhoods, she mentioned. Dubow predicts that these will come to most mid-size cities. IGCs are primed to supply these ADU dwellers choices like vertical plantings, privateness hedges, trellises, climbing crops and container crops.
3) Accessible gardening
Individuals are dwelling longer, and “Tremendous Agers” — whose brains operate as in the event that they have been 30 years youthful — have a variety of productiveness and existence, particularly gardening. Whereas many IGCs usually give attention to getting millennials within the door, Dubow says the trade can’t overlook in regards to the child boomer technology.
“The boomer technology that has lengthy liked our services aren’t going away. They’re increasing and we’re nonetheless in a position to nonetheless serve them, simply in several methods.”
Retailers can do that by specializing in the facet of “down growing old,” which faucets into the nostalgia of youth. It is one thing retailers can faucet into for each the boomer and millennial generations.
Dubow identified that millennials are very taken with reboots, remakes, vinyl and mid-century trendy design. As for the boomers, IGCs can supply tropical crops to remind them of their honeymoons or robo-companions that assist them weed. Dubow suggests getting inventive with it and advises that retailers rebrand their logos to a throwback model or revive a bestselling product that was well-liked years in the past. Lean into the historical past of your IGC to share your story, she mentioned.
The typical TikTok consumer spends 52 minutes a day on the video-sharing app, and retailers ought to reap the benefits of the publicity, Dubow mentioned. With TikTok, IGCs can get extra visibility and mileage out of movies as a result of the content material will be repurposed and handed by to different social media channels. And since it’s a extra democratized type of social media because of an algorithm that rewards high quality content material, anybody can go viral in a single day — regardless of their follower rely, Dubow mentioned.
TikTok is a big pressure for traits, and retailers can get the inside track in regards to the trending crops and even copy mainstream traits and add a enjoyable plant twist. As well as, she mentioned that IGCs ought to observe the app’s inexperienced trade influencers for inspiration.
TikTok has additionally fueled the rise of self-expression, Dubow mentioned. From whimsical aspirations impressed by the Gnomecore pattern to herbs impressed by WitchTok, retailers will be within the know and supply these clients precisely what they’re on the lookout for. Moon Gardens are additionally a giant pattern on the app, and Dubow predicts that these could have a booming resurgence in 2023. IGCs can put together and inventory panorama design ideas, sculptures, moon gates and extra.
5) All Greek to me
Greek-inspired gardens are having a second, and Gen-Z is embracing this pattern, Dubow mentioned. Greek gardens are all about highlighting romantic magnificence, which incorporates statues, stone partitions and archways. IGCs can spotlight the utilization of of raised beds and patios, in addition to climbing crops round archways and tall timber. Dubow additionally suggests utilizing crops to shade seating areas. For a buyer seeking to re-create their very own Greek backyard, retailers ought to emphasize using hardy and water-wise crops like succulents, boxwood and roses, in addition to bulbs like agapanthus and cyclamen within the garden.
Dubow additionally identified that as a result of gravel gardens are drought- and heat-tolerant, they require 80% much less upkeep as soon as they’re established. As well as, gardeners can add pops of shade to gravel gardens with container crops to make their gravel gardens pop, she mentioned. Dubow mentioned analysis is vital for patrons seeking to set up a gravel backyard as a result of it’s difficult to arrange and entails excessive design.
6) Redrawing the map
The world is getting hotter, and consequently, hardiness zones have modified, she mentioned. Proper now, timber aren’t adapting quick sufficient, and timber are one of many instruments that may assist fight local weather change. Nonetheless, she famous that backyard facilities want to make sure they’re promoting resilient timber that may nonetheless be round 50 to 100 years from now. As well as, IGCs ought to seek the advice of and join with native arborists or tree specialists about one of the best timber to plant of their zone and the place clients ought to plant them. Dubow mentioned that ongoing buyer schooling in regards to the “proper plant, proper place” is important for the success of the way forward for timber.
7) Shade of the Yr
Dubow shared that the Backyard Tendencies Report’s 2023 Shade of the Yr is Terracotta. Terracotta encompasses a heat palette consisting of sage greens, lotions and beigey browns — all of that are having a second within the retail panorama.
Retailers can inventory containers, rugs or accent pillows in these hues and even invite native painters to come back to color terracotta planters. Rooted in intention and revived from the acid oranges of the ’60s and ’70s, Terracotta signifies an optimistic future, she mentioned.
“It evokes a spirit of so many alternative cultures, and the entire alternative ways the completely different cultures consider this shade. In our Western tradition, it is extra about heat, pleasure and amusement — and that is what 2023 goes to be all about,” she mentioned.