Demographic shift

The predominant discussion during green industry events this year was simple: where are the young professionals and how can we engage them? The lack of millennial attendance and participation at associations and trade shows is a conundrum facing organizations across the country.

As an active member of several horticultural groups, I make a point of attending meetings and trade shows with educational seminars. The role of ornamental horticulture is shifting to include cannabis production, stormwater management through green infrastructure, foodscaping and ecological restoration. This is a great time to be a horticulturist, but my professional needs have not been met by traditional trade shows and association meetings.

In contrast, participation and attendance is way up at professional native plant conferences, Mother Earth News Fairs, hydroponic conventions and organic food production events. The ornamental industry could learn a few tricks to attract a younger demographic by recognizing the value these other horticultural entities represent.

Here are my top suggestions to add meaning and value to professional memberships and green industry events:

Approach young members with a positive tone and make certain that encouragement is consistent within the organization. The culture and climate can be intimidating for a newbie. If you want to attract young membership, some aspect of advertising, marketing or meeting structure needs to change.

Embrace modern communications. Let’s face it, email goes to spam and mailed flyers are a waste of resources. Horticulture event planners can harness the free communication offered by social media platforms like Facebook, Instagram and Twitter. Create an event page, promote specific hash tags and generate interest and curiosity by advertising “event teasers” months in advance.

Don't rely solely on the efforts of the event organizers' budgets for promotion. Utilize organizations such as Garden Writers of America, and ask vendors, growers and speakers to help advertise through personal and professional channels.

The International Plant Propagators Society has expanded educational seminars to include food production, soil science, and native and ecological restoration. Trade show floors need to embody this diversification by having emerging markets represented.

Combine forces to enable efficiency and affordability. The saturation of events divide the already shrinking pool of interested participants. Take advantage of the momentum and advertising generated by successful events such as Cultivate, Farwest, MANTS and the Nursery and Landscape Expo in Texas to host joint meetings.

View these experiences as beneficial business investments. Professional environments cultivate dedicated employees. Invest in your staff by sending them to trade shows and educational seminars. Offer professional memberships as part of a career employment package. Encourage young professionals to network and expand their horizons so they may stay inspired and bring innovations back to the workplace. Utilize and retain this new generation by empowering their energy and knowledge in a meaningful way.