Lawn and gardening have been primary stress-reducing activities during the pandemic. The 2021 National Gardening Survey revealed 18.3 million new gardeners from spring 2020 to spring 2021. Axiom’s 2022 Market Insight Research found 54.9% of Millennials said they spend more time gardening during 2021 and 75.8% of Millennials and 68.1% of Gen Xers said they would plant more during 2022.
Millennials and Gen Xers are the prime lawn and gardening audience. Analysis of five 2021 representative consumer/market surveys from The Media Audit shows Millennials and Gen Xers were slightly more than 50% of all adults 18+ who participated in lawn and gardening during the past 12 months.
The Media Audit also shows radio is the ad medium to engage with these lawn and gardening enthusiasts. Averaging the indices for heavy exposure to radio (180+ minutes during an average day) in these five markets reveals Millennials over-index by 46% and Gen Xers by 30%.
“Radio’s strength as a mobile medium, and as well as it’s accessibility across multiple streaming platforms, make it an excellent tool for advertisers targeting Millennial and Gen Xer gardeners,” said Pete Forester, Northeast Market Manager, The Media Audit. “The table above shows lawn and garden centers and nurseries can cultivate Gen Zers who over-index for heavy exposure to radio daily and are the next generation of homeowners and gardening enthusiasts.”
The Media Audit’s five representative consumer/market surveys also reveal an interesting correlation between adults who participate in lawn and garden activities, their heavy exposure to radio and whether they are working from home.
The work-at-home trend is a direct result of the pandemic, and is forecast to remain a permanent option for many workers. It only follows that lawn and gardening activities are a favorite respite from working from home: an outdoors physical activity that doesn’t require leaving home and produces a tangible, positive vibe.
As the table shows, those working full-time, but not from home over-index the most, creating a bonus for advertisers because those workers are commuting every day, and many are radio listeners. As the spring gardening season approaches, now is the time for advertisers to plan their campaigns and include plenty of promotions and deals to engage with the millions of new gardeners and especially Millennials and Gen Xers.
Commentaires