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 nursery trade shows with educational seminars. This industry has so much to offer the world, and the opportunities continue to diversify. 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 exhausting 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 when many of the conversations revolve around why young people aren’t more interested in the existing agenda. Clearly the event is not fulfilling the perceived needs of the new generation. To attract young membership, some aspect of advertising, marketing and meeting structure must 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 streams of communication offered through social media platforms of Facebook, Instagram and Twitter, for instance. Create an event page, promote specific hash tags such as #Cultivate16, 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.

Diversify the attendee and vendor base. The International Plant Propagators Society has done an excellent job by expanding educational seminars to include food production, soil science, as well as 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. Invest in your staff by sending them to trade shows and educational seminars. Offer professional memberships as part of a career employment package. Encourage the young professionals you employ 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.

Brie Arthur is a professional plant propagator and landscape designer in Raleigh, N.C. Her passion is foodscaping and educating consumers on the many reasons why the craft of gardening is meaningful in their daily lives.