Decoding the Future of Home Gardening Culture

Summary of ethnographic analysis Future of Home Gardening

SOCIAL MEDIA ANALYTICS Direct conversations about a topic SOCIAL MEDIA ANALYTICS Direct conversations about a topic METHODOLOGY Using machine intelligence + PhD Anthropologists, we conduct an observational study of consumer language to decode beliefs. SCALE Our engine scrapes data from (and studies) more than 20M consumers between the ages of 18-74 each monthNOTE: For global analysis, check our support portal for any limitations in data and representation. 2 ANTHROPOLOGY Direct and Indirect contextual conversations about a topic BY ANALYZING THE ASSOCIATIONS OF THE ASSOCIATIONS WE DISCOVER THE FORCES OF CHANGE REPRESENTATION It's 2024! We have no problem finding a representative sample of consumers between the ages of 18-74 in the western world. However, nothing is perfect. We do allow for approx 4% margin of error in demographic reporting.

The Future of Home Gardening How relevant is this space? Relevant to 22.9M people and growing by 22.0% over the next 12-24 months. 3 This culture has not reached its tipping point yet. This means consumers have only recently developed a clear sense of what they want in this space but there is still room for change.

Who is the consumer behind this culture? Motivations & Demographics Motivation They want to make a difference through responsible living. They are driven to make a difference in the world around them through their actions and choices. They want people to respect their individuality and agree with their strong opinions. They try to live by example and they are loud and vocal about it. They want people to live closer to their truth, i.e. re-discovering natural products and paying attention to one's impact on the environment. 62% of the audience falls into the following Family Type categories: couples without children, single parent with children, couples with children 4 69% of the audience falls into the following Age Bracket categories: 18-20, 25-34, 35-44, 45-54 67% of the audience falls into the following Social Class categories: middle class, upper middle class

Set up: Iceberg model of meaning This is our context. It's the part of the iceberg that s visible to us all. Consumers in your marketplace will have no trouble talking about this macroculture when asked questions about it. But their responses will tend to be logical and framed. MACROCULTURE implicit meaning line This is the most dangerous or valuable part of the culture where core beliefs are held. These core beliefs are hidden from plain sight and drive the consumer's decisions. People will often have a very difficult time articulating these beliefs and that is where observational research is key. CORE BELIEFS This is the least dangerous part of the culture. That is, these manifestations are current ways in which the consumer's beliefs manifest out in the market. This is also the part of the culture that changes the most because manifestations are behaviors that change and evolve quite often as new technologies and solutions are launched. CURRENT MANIFESTATIONS

These are the core beliefs that define the consumer in the context of The Future of Home Gardening 1. Sustainable Gardening Practices The Future of Home Gardening = reducing household waste and nurturing local ecosystems when gardening. 3. An Edible Garden The Future of Home Gardening = growing fresh and healthy food all year long while saving money. 5. Mood-Boosting Benefits The Future of Home Gardening = harnessing the power of greenery to boost energy and bring a sense of calm. 6 NEW IDEAS EARLY CONSENSUS 2. Feeling Connected The Future of Home Gardening = nurturing connections with nature and cultivating a sense of community. 4. Self-Expression The Future of Home Gardening = expressing their personal style and flexing their creative muscles.

1. Sustainable Gardening Practices Core Belief Core Belief The Future of Home Gardening = reducing household waste and nurturing local ecosystems when gardening. Current manifestations of this belief Consumers are excited to transform their food scraps and yard waste into "black gold" that will feed their plants and improve the soil quality. Some want to turn their little plot of land into a carbon sink with carbon-sequestering plants. Consumers who live in places with water stress and scarcity explore drought-tolerant lawn alternatives to conserve water. 7 They chat about organic alternatives to chemical pesticides to keep pests at bay without harming local ecosystems. They are researching using biodegradable materials in their gardens, such as compostable plant pots, biodegradable plant labels, and natural mulches.

2. Feeling Connected Core Belief Core Belief The Future of Home Gardening = nurturing connections with nature and cultivating a sense of community. Current manifestations of this belief City-dwellers discuss how home gardening makes the natural world more accessible and tangible. Consumers feel that gardening brings people together and see seed trading as a way to connect with other gardeners and learn about new plants. Consumers are excited about building a pollinator garden at home to appreciate and connect with local wildlife. 8 They feel that gardening gives them a sense of purpose and achievement, similar to caring for a pet.

3. An Edible Garden Core Belief Core Belief The Future of Home Gardening = growing fresh and healthy food all year long while saving money. Current manifestations of this belief They want to grow indoor- and patio-friendly veggies and fruits to help save a costly trip to the grocery store. They are also interested in innovative and economical gardening techniques that minimize resource use and maximize yield. Many consumers want to extend the gardening season and grow food year-round, even when they live in cold regions. 9 Consumers living in small spaces are also looking for ways to maximize their yield by using vertical planters, hanging baskets, and trellises.

4. Self-Expression Core Belief Core Belief The Future of Home Gardening = expressing their personal style and flexing their creative muscles. Current manifestations of this belief Some consumers are researching unique exotic plants that bring an air of exclusivity. Consumers are exploring the art of bonsai to cultivate miniature trees that reflect their patience and dedication. They're on the hunt for aesthetically-pleasing home garden accessories that double as fun decor. 10 They feel that their plant collection is the perfect way to express their personal style and design interests.

5. Mood-Boosting Benefits Core Belief Core Belief The Future of Home Gardening = harnessing the power of greenery to boost energy and bring a sense of calm. Current manifestations of this belief Consumers also think that planting or potting a variety of plants with different hues and textures can act as a form of color therapy. Consumers chat about how air-filtering plants can help boost their mood and focus just by improving indoor air quality. Yet they recognize that home gardening on its own may not be sufficient for managing more serious mood disorders or mental health crises. 11 Consumers living in small spaces discuss bringing the tranquility of nature indoors with a dedicated plant nook. Consumers seek out fragrant indoor plants for their aromatherapeutic benefits.

Your action plan It's time for some homework Mid term opportunities Short term opportunities The Future of Home Gardening = reducing household waste and nurturing local ecosystems when gardening. The Future of Home Gardening = nurturing connections with nature and cultivating a sense of community. The Future of Home Gardening = expressing their personal style and flexing their creative muscles. The Future of Home Gardening = harnessing the power of greenery to boost energy and bring a sense of calm. The Future of Home Gardening = growing fresh and healthy food all year long while saving money. Core beliefs DNA Current manifestations of core belief Product DNA (In what ways is your product delivering against these beliefs?) - - - - - Brand DNA (In what ways is your brand delivering against these beliefs?) - - - - - Future manifestations of core belief Product DNA (In what ways could your product deliver against these beliefs?) - - - - - Brand DNA (In what ways could your brand deliver against these beliefs?) - - - - -