Evolving TO MEET THE
Changing Consumer
Growing with the newest generation of lawn owners and gardeners The landscape is changing when it comes to lawns and gardens, fueled in many respects by generational differences. Baby boomers, for example, have a view of lawn care and gardening that varies greatly from that of millennials. ScottsMiracle-Gro is uniquely positioned to bridge the gap and deliver lawn and garden solutions that meet the needs—and interests —of both. “Different generations have different sensibilities when it comes to their interests in gardening and how they might approach lawn care,” says the company’s Chief Digital and Marketing Services Officer Patti Ziegler. “This has created tremendous opportunities for us. We continue to serve those who know us and rely upon us to help them enjoy their greenspaces, while at the same time evolving for the up-and-coming homeowner or gardener. It’s all about providing products and solutions that align with what the consumer cares about most, regardless of where he or she might fall on the generational spectrum.” Millennials, Ziegler says, represent the next big generation of lawn and garden consumers. They are today’s 21- to 37-year-olds who now surpass the population of baby boomers. Here are some examples of their headspace, based on research conducted or obtained by ScottsMiracle-Gro: • They care about space and how best to maximize it, both inside the home and out. The formal dining room might lend way to the kids’ playroom, or even an indoor gardening area. • Food security is important—they want to know where their food comes from and how it was grown.
150 years and growing Columbus Monthly MARCH 2014
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