New Research: understanding greenlife customers

Wednesday, 20 January 2022

The “Let’s Grow: Motivating community support for private land urban greening” report by Greener Spaces Better Places has been released.

This report summarises the findings from the 2021 Nursery Fund Consumer Usage and Attitudes Research in Australia (NY20002), funded by Hort Innovation.

Despite urban greening progress on public land, most Australian urban councils are losing green cover due to private property losses. This research sheds light on who is currently buying plants and trees for their properties and what their key motivators are, allowing industry to use the findings to motivate Australians to add greenlife to private land.

This report outlines the attitudes, behaviours, and contexts of different populations, and offers ideas to better engage and inspire them to purchase more greenlife. Key findings from the report were:

  • 71% of Australians show at least some interest in plants
  • 8 population segments were identified based on people’s behaviours and attitudes towards greening their homes and gardens
  • Across all population segments, there are many things that motivate Australians to get growing:
    • Colour
    • Low maintenance
    • Edibles
    • Gifting
    • Gaining confidence
    • Solutions for small spaces
    • Looks / home improvement
    • DIY project

Insights in this report will help ensure the greenlife industry are well informed and positioned to support local communities in increasing greenspace in urban and peri urban spaces.

To find out more, click here to access the report.

The ‘Consumer Usage and Attitudes Research in Australia’ (NY20002) project is funded by Hort Innovation using nursery research and development levy and funds from the Australian Government.