Brands tap into the consumers’ obsession with raising houseplants
Implications - The younger Millennial demographic is known for having a lower appetite to start families of their own, but have shown extreme interest in raising alternative “children” such as pets, or, more notably, houseplants. The consumer hobby of obtaining and growing plants within the home showcases the desire consumers have for taking their hobbies to extreme heights; brands respond with new products to help track growth, share updates with social media and even provide tips and guidance for successful plant “parenting.”
Workshop Question - How can you leverage the niche interests of your consumers to build better connections? Consider a product that can help balance the consumer need for JOMO and FOMO (the JOY or FEAR of missing out). For example, catering to Millennial habits, many brands no use DTC business models, but still encourage social media sharing of these products' growth/development.
