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Creating Balance in the Landscape 22 Landscape and Irrigation May 2014 www.landscapeirrigation.com B alance of work and play make for a happy life, and the same can be said in the garden. As the economy continues to improve, people seek modern, eco- friendly outdoor décor and essential greenery to balance their homes and gardens this year. "Back in 2001, Garden Media first spotted a rise in outdoor living. The backyard became the new living room — dining room — and kitchen," said Susan McCoy, trend spotter and president of Garden Media Group. "Now, 13 years later, the outdoor room is still as important — if not more — as it was in 2001. However, ideals for outdoor spaces have evolved. Consumers' needs and styles have drastically shifted from a mass consumption attitude to an eco-conscious one," explained McCoy. "With this new mindset, consumers are willing to pay more for products if they're fair-trade, organic, or made from sustainable materials. In essence, they want to invest their money in products that will make them feel good about their spending." In its 13th Garden Trends Report, Garden Media Group found consumers spending their valuable leisure time outdoors and decorating their outdoor places and spaces, not just the interior of their homes. People are socializing outdoors more, hosting garden parties, playing lawn games, gathering for home brewing events, and taking more of an interest in being good stewards of the Earth. Globally, the 2014 Garden Trends Report found the garden- ing and outdoor living market is expected to increase yearly by 3.5 percent through 2016, when it should reach $220 billion. The North American market, which has remained flat at $58 billion, is expected to grow annually at a rate of 1 percent for the next four years. "2014 is all about balance," said McCoy. "People under- stand, appreciate, and are now seeking the serenity the outdoors brings to their lives. The catch is that they don't want their out- door space to feel commercial. Instead, they strive to add their personal stamp on their outdoor room. Individuals want their outdoor space to serve as both a private oasis and a hangout area for socializing." Knowing what people want isn't always apparent. It takes tracking consumer habits, studying emerg- ing trends, and a few educated guesses. When trends are spotted and "what the people want" is discovered, retailers are grateful. "Over the years, Garden Media has found that when garden businesses not only follow the trends, but use them to their advantage, it can have a major impact on their bottom line. What it comes down to is presenting the consumer with the trends that matter to them," added McCoy. "The lawn and garden businesses that consistently succeed year after year are those that best react to trends, and, eventually, shape them to their business' advantage." The following are three major outdoor living trends Garden Media identified in the 2014 Garden Trends Report that are guaranteed to drive traffic and boost sales. Dress up yarDs Despite a strengthening economy, the shift toward decorat- ing gardens with plants, containers, art, furniture and acces- sories will continue, while larger-scale home landscape projects decline. McCoy said that retailers can expect record strong growth in this sector. "With constant connectivity and busyness prevalent in everyone's lives today, grandiose garden projects seem too daunting to take on. On the other hand, decorating and spruc- Industry Trends By Katie McCoy Dubow Garden Trends Report identifies three key outdoor living design elements Garden Media's 2014 Garden Trends Report.