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www.greenmediaonline.com Business Planning Guide December 2014 11 THE NEW CONSUMERS In order to stay relevant in today's growing economy, the 2015 Garden Trends Report urges lawn and garden companies to start talking to and identifying with America's newest consumers: Millennials, Hispanics, and the new top spenders in the garden industry — Young Men. It goes on to explain why. Hispanics are the largest minority in the United States and the fastest growing segment. Millennials, a bigger population than Baby Boomers, make up an estimated 25 percent of the U.S. population, and are on track to spend more than their Boomer parents. Young men in the U.S. spend $100 more on average for garden plants and products compared to any other group. "These three groups have a tremendous amount of infl uence and should not be ignored," said McCoy. "Brands need to show their new customers that they are diverse and versatile." These three consumer groups are shaping the future landscape of the industry and will help to determine new products, marketing strategies and company personas in years to come. Landscape and garden brands that successfully engage with the new consumers and recruit them as loyal fans will ultimately succeed. Companies can connect with new consumers by incorporating initiatives and projects that add a personal touch and show the faces behind the brand. Because many Millennials are unfamiliar with common garden industry practices, it's important for brands to be accessible through top-notch social media campaigns, Internet forums to help answer consumers' questions, and in-person events. "The new consumers, Millennials especially, don't want to feel like they're just a number," McCoy explained. "Present them with a quality product, a stellar social media presence, and exceptional customer service, and they'll not just be loyal customers for life, but they will also tell all of their friends." America is changing. According to a Pew Research study, the United States will be comprised of 47 percent white, 39 percent Hispanic, 13 percent black and 9 percent Asian citizens by 2050. Brands that learn to quickly adapt to the needs of the new consumers will set themselves up for success no matter what's trending. COLOR POPS One of the most anticipated trends is color, which is no surprise since color can set a business apart from the competition, drive sales, defi ne spaces, and set the mood. This year is no different. The diverse range of consumers' personalities is as different as the colors trending for 2015. Garden businesses will want to offer a variety of options since one of the best ways consumers can showcase who they are through their choice of fl owers, plants and outdoor products. The Garden Trends Report predicts that this year's trending color palettes range from vintage rustic to teal and pink. Pops of an exploding color like pink give a fun, fresh and fl irty feel. Popular shades include bubblegum, pink dust, mauve, blush and fuchsia. Teal and turquoise complement pink, and can be seen in containers, pillows or other garden accessories. Inversely, rustic, natural color palettes are popular to create a vintage, homey feel. Light pastels and worn-down hues like Popular shades of pink like include bubblegum, pink dust, mauve, blush and fuchsia will stand out in 2015. PHOTO COURTESY OF LONGFIELD GARDENS Suntory Flowers' Million Bells calibrachoa is bold and colorful. PHOTO COURTESY OF SUNTORY FLOWERS