Speaker: Erica Grivas, garden journalist/speaker

Plants are more than decorations, they function as companions, wellness tools, and lifestyle statements. This session looks at how today’s buyers relate to plants, from food growers and pollinator supporters to low-maintenance gardeners and self-described “plant parents.” Using examples from across the garden marketplace, the talk examines what motivates these groups and how retailers can support them through plant selection, information, and in-store storytelling. Attendees gain a clearer understanding of why people grow, buy, and protect certain plants today and how these trends are shaping the future of the gardening industry.