'Thirty-somethings' need information on how to use gardening space

The post-Ground Force generation needs to be informed about how to use their outdoor space through social media and Youtube, according to latest research by the Garden Industry Marketing Board (GIMB).

The HTA-organised body is examining how to target the 30-45-year-old age group. GIMB project manager David Arnold explained that the HTA research has shown that age group is failing to engage with their outdoor gardening space.

Focus groups in Stockport, Solihull, St Albans and Liverpool as well as at people's homes found that while the over-45s remember Alan Titchmarsh and Charlie Dimmock's groundbreaking BBC1 makeover show "fondly", the under-40s do not recall the show, are not buying gardening products and "need to be talked to in a different language".

Arnold said this sector suffers from a "lack of confidence" about how to garden but would look to the internet, Youtube, social networks, apps and Pinterest for advice. This will form the basis of the GIMB's consumer campaign starting in 2015, he added.


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