The Growing Popularity of “Cool” Gardening in Younger Generations

Historically, being green-fingered has largely been seen as something people develop in older age, and particularly in retirement. It's a slow-paced and relaxing endeavour that allows people a chance to take a breather while expressing their creativity. Because of that, it's a pastime that has largely alienated younger demographics.

However, the 2020s seem to have delivered a shift in the demographics associated with gardening as more health-conscious and environmentally aware young people look to get involved. It provides a meaningful way for these younger gardeners to decompress and express themselves.

Recent surveys have shown that 70% of people aged 18 to 35 have shown interest in the pastime. What's more, more than 80% would describe it as “cool”. So what has driven this recent demographic change, and how has gardening gone from being an old-timer pastime to being cool?

Gardening in the Media Helping Drive Demographic Shift

Time after time, we've seen that one of the best ways to attract a different demographic - be that for product, sport, or pastime - is to use the media. Product placement in film and TV is a tried and tested method to get that audience to change their purchasing behaviour and choose something new. 

And it isn't just TV and film. The online casino is something that has grown in popularity with young adults, and gardening and botany have left their impact there, too. Taking a look at this online casino, for example, you can find all sorts of slot games based on the garden. This includes titles like Thai Flower, which uses a garden backdrop as the setting of the game.

Then there's the rise of the influencer, with platforms like TikTok and Instagram allowing budding gardeners to learn from their favourite gardening content creators. This move to platforms typically dominated by a younger demographic has ensured a sort of self-perpetuated growth. This community feeds itself and grows an online gardening ecosystem.

Ireland: A Country in Pastime Flux for Young People

Speaking specifically about Ireland, it's important to look at how this pastime landscape is changing. Young people in this country are changing greatly from their parents and grandparents. Some of this is through policy and some of it is a simple change in behaviour as new generations have new priorities.

Recent reports have suggested that drinking in Ireland is down per adult by 31% since 2001, when it was at its peak. This is likely for many reasons - minimum unit pricing, the cost of living crisis, and increasing numbers of adults living with parents - but a common belief is that it's down to health priorities.

Because of that, other pastimes are experiencing growth as they hoover up the young people who would perhaps have been in the pub or at parties. People who have more time on their hands as they drink less will need something to fill that time. This is where creative pursuits can enter the fray.

What Does This Mean for the Future of Gardening?

With gardening experiencing a well-overdue boom, the loss of green gardens has been devastating for diversity in towns and cities - there's a real opportunity to make this a long-term movement. The younger generation will take this with them as they age and continue to bear the lack of gardening for decades.

As we see increasing urbanisation, though, this is a pastime that might require some creativity. In our cities, young people are increasingly living in high-density apartment blocks and have less access to gardens than ever before. Because of this, some real community thinking will have to happen.

Expect to see more public gardens, allotments, and indoor or balcony gardens as we grapple with keeping our cities green. Ultimately, what needs to happen is a concerted effort to capitalise on the growing interest. This can't be treated as a passing fad, and we should embrace the changing demographics in the garden - it can only mean good things in the long term.