Enhancing Consumer Horticulture’s Millennial Outreach: Social Media, Retail, and Public Garden Perspectives

Urban Farm DB summary

A workshop report (HortTechnology, 2020) documents a July 23, 2019 session held in Las Vegas by the Consumer Horticulture and Master Gardener Professional Interest Group at the American Society for Horticultural Science annual conference, which discussed terminology resonant with millennials (e.g., plant parent, plant enthusiast, urban agriculture) and featured presentations on social media outreach on Instagram, retail point-of-sale promotions, and botanical garden programming aimed at younger audiences. The group concluded that more consumer horticulture professionals should engage in tailored social media outreach and recommended further research into consumer behavior and retail marketing preferences among millennials.