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Benefits of Gardening: Good for the Mind, Body & Soul Media Web Conference Thursday, April 27, 2006 1:30 p.m. – 2:30 p.m. Eastern Speakers Bob LaGasse , Executive Director, Garden Writers Association Vickie Abrahamson , Executive Vice President, Consumer Analysis/Co-Founder, Iconoculture

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Benefits of Gardening:

Good for the Mind, Body & Soul

Media Web Conference

Thursday, April 27, 20061:30 p.m. – 2:30 p.m. Eastern


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Speakers

  • Bob LaGasse, Executive Director,Garden Writers Association

  • Vickie Abrahamson, Executive Vice President, Consumer Analysis/Co-Founder, Iconoculture

  • Bruce Butterfield, Research Director,National Gardening Association

  • Diane Relf, Ph.D., Horticulture/Consumer Extension Specialist, Virginia Polytechnic Institute & State University

  • Tim Key, Vice President Consumer and Trade Research, The Scotts Miracle-Gro Company


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Vickie Abrahamson

Executive VP,

Consumer Analysis Co-Founder,

Iconoculture


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What is a Macrotrend?

A mindset of the American consumer which represents their needs, wants and aspirations.

  • Expressed through current and emerging trends and their underlying emotional values driving consumer behavior.

  • Has depth and breadth in the consumer culture, rooted firmly in emotional values.


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Macrotrend: Gaia

Belief and behavior that reflects the idea of Earth as a living, breathing, feeling organism.


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“What befalls the Earth befalls the sons of Earth. The Earth does not belong to man. Man belongs to the Earth.”

- Chief Seattle, 1855


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Macrotrend: Wellville Earth does not belong to man. Man belongs to the Earth.”

A holistic (mind, body, spirit) approach to living that seeks total well-being through balance within self,community, and world.


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  • “Life is a journey. The contemplative garden becomes a metaphor for life. It has no set style. It can be English, Italian, the New American Garden—it’s beyond the moniker. A contemplative garden is to be in the moment. In each garden, something is revealed and something is hidden.”

  • Martin Mosko, Zen Monk & Landscape Architect, Marpa and

  • Associates


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C metaphor for life. It has no set style. It can be English, Italian, the New American Garden—it’s beyond the moniker. A contemplative garden is to be in the moment. In each garden, something is revealed and something is hidden.”onsumer Values

  • Nature: Get close to great outdoors

  • Balance: Desire for all areas of life to be in tune

  • Wellness: Quest for perfect state of full health, well-being and balance

  • Relaxation: Kick back!

  • Vitality: State of being full with vigor, energy and love for life


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C metaphor for life. It has no set style. It can be English, Italian, the New American Garden—it’s beyond the moniker. A contemplative garden is to be in the moment. In each garden, something is revealed and something is hidden.”onsumer Trends:Slow Down, I’m Movin’ Too Fast

  • Farmer’s Markets

  • Hobby Farmers/Garden Tractors


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C metaphor for life. It has no set style. It can be English, Italian, the New American Garden—it’s beyond the moniker. A contemplative garden is to be in the moment. In each garden, something is revealed and something is hidden.”onsumer Trends:Personal Signatures Move Outdoors

  • Outdoor Living Spaces

    • temperature friendly

    • lighting makes inviting for night

    • easy to care for


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C metaphor for life. It has no set style. It can be English, Italian, the New American Garden—it’s beyond the moniker. A contemplative garden is to be in the moment. In each garden, something is revealed and something is hidden.”onsumer Trends:Community Vitality Through Nature

  • Farmadelphia

  • Cosmo Doogood’s Urban Almanac: Celebrating Nature and Her Rhythms in the City - Eric Utne


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Bruce Butterfield metaphor for life. It has no set style. It can be English, Italian, the New American Garden—it’s beyond the moniker. A contemplative garden is to be in the moment. In each garden, something is revealed and something is hidden.”

Research Director,

National Gardening Association


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2005 a Banner Year for the metaphor for life. It has no set style. It can be English, Italian, the New American Garden—it’s beyond the moniker. A contemplative garden is to be in the moment. In each garden, something is revealed and something is hidden.”Gardening Industry

  • A record 91 million households participated in lawn and garden activities in 2005

  • 83% of all US households

  • An increase of 9 million households or 11% from 2004

  • The highest level of participation seen in the past 5 years


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Who are America’s Gardeners? metaphor for life. It has no set style. It can be English, Italian, the New American Garden—it’s beyond the moniker. A contemplative garden is to be in the moment. In each garden, something is revealed and something is hidden.”

  • Master Gardeners are highly skilled and knowledgeable gardeners with a great deal of experience and wisdom who share their garden knowledge with others.

  • Garden Enthusiasts are people passionate and serious about gardening and take great pride in their home landscape and gardens.

  • Casual Gardeners are people who enjoy the time they spend gardening and want their property to look good, well-maintained and attractive.

  • Reluctant Gardeners are people who don’t really think of themselves as gardeners, just someone who may plant a few flowers and care for the lawn and landscape around their home.

  • Just Cut The Grass households include people who mow their lawn and keep their yard picked up, but aren’t really interested or involved in landscaping or gardening.

  • None of the Above households are not involved in any type of lawn and garden activity. Many of these people don’t have a yard or garden space.


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America’s Gardeners metaphor for life. It has no set style. It can be English, Italian, the New American Garden—it’s beyond the moniker. A contemplative garden is to be in the moment. In each garden, something is revealed and something is hidden.”

  • 2% Master Gardeners

  • 7% Garden Enthusiasts

  • 31% Casual Gardeners

    40% of Americans think of themselves as gardeners.


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Americans Who Don’t Garden metaphor for life. It has no set style. It can be English, Italian, the New American Garden—it’s beyond the moniker. A contemplative garden is to be in the moment. In each garden, something is revealed and something is hidden.”

  • 23% Reluctant Gardeners

  • 15% Just Cut the Grass

  • 23% None of the above

38% of Americans don’t think of themselves as gardeners.

23% of Americans don’t have a yard or space to garden.


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Top 10 Benefits of Gardening metaphor for life. It has no set style. It can be English, Italian, the New American Garden—it’s beyond the moniker. A contemplative garden is to be in the moment. In each garden, something is revealed and something is hidden.”

  • 69% Gardening is a way for me to decorate, beautify my home

  • 64% Food gardening is a way to grow fresh and nutritious food

  • 62% Gardening helps me relax

  • 62% Gardening makes my outdoor space more liveable

  • 57% Gardening adds curb appeal to my home

  • 56% Gardening is a great form of exercise

  • 55% Gardening helps me connect with nature

  • 51% Gardening adds to the value of my home real estate investment

  • 51% Gardening is a way for me to be creative

  • 44% Gardening is a great educational tool for children


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How do gardeners describe their attitudes about gardening? metaphor for life. It has no set style. It can be English, Italian, the New American Garden—it’s beyond the moniker. A contemplative garden is to be in the moment. In each garden, something is revealed and something is hidden.”

  • 74% said, “I enjoy gardening”

  • 60% said, “Gardening makes me happy”

  • 46% said, “Gardening is a responsibility that comes with owning a home”


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What do gardeners say would encourage them to do more gardening in the future?

  • 40% said, “If I had more time for gardening”

  • 32% said, “If I had more suitable space for gardening”

  • 31% said, “If gardening cost less money”


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Dr. Diane Relf gardening in the future?

Horticulture Extension Specialist,

Virginia Polytechnic Institute & State University


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Why the Need to Research Benefits of Plants and Gardening? gardening in the future?

  • Increases effectiveness

  • Widens audience

  • Influences policy and planning

  • Influences resource allocation


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The Need for Nature gardening in the future?

  • Survey results:

    • 55% Gardening helps me connect with nature

  • Research:

    • Antidote to overload and arousal of modern life (less complex and calming)

    • Early learning experiences (accounts for difference but not similarities)

    • Evolution (survival, human rituals and religion throughout history)


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Bringing Balance & Harmony gardening in the future?

  • Survey results:

    • 69% Gardening is a way for me to decorate & beautify my home

    • 51% Gardening is a way for me to be creative

  • Research:

    • Self-expression: the role of plants/gardens in art and architecture

    • Increased self-esteem, enhanced personal satisfaction and efficacy

    • Greater sense of stability and community spirit among gardeners

    • Increased satisfaction with the quality of their lives


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Reduced Stress - Anxiety gardening in the future?

  • Survey results:

    • 62% Gardening helps me relax

  • Research:

    • Views of plants improve emotions (e.g. lessened anger)

    • Nature scenes have measurable physiological effects (e.g. lower blood pressure, reduced muscle tension)

    • Recover from major health problems (e.g. cancer, Alzheimer’s)

      • Study showed patients recovering from gall bladder surgery spent less time in the hospital and used fewer doses of strong pain relievers if they had room with a view of trees rather than brick wall


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Reduced Stress – gardening in the future?Security/Peace of Mind

  • Survey results:

    • 57% Gardening adds curb appeal to my home

    • 51% Gardening adds to the value of my home real estate investment

    • 62% Gardening makes my outdoor space more livable

  • Research:

    • Realtors appraised properly landscaped home higher than others

      • Sales price of a home with “excellent” landscaping was 12 to 15 percent higher than one with “fair” or “poor” landscaping

    • Return on investment for landscape is higher than most home-related investments

    • Adding plantings and landscapes reduces crime, violence

      • In a Philadelphia neighborhood, residents’ involvement in community greening was catalyst for 90 percent reduction in neighborhood crime


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Good for Physical Health - Food gardening in the future?

  • Survey results:

    • 64% Food gardening is a way to grow fresh and nutritious food

  • Research:

    • Fresh vegetables are an excellent source of many disease-fighting nutrients...that can’t be taken as a pill.

      • Current research focuses on botanical therapeutics: plant-derived pharmaceuticals, multi-component botanical drugs, dietary supplements, functional foods and plant-produced recombinant proteins.

    • Some indications show that kids who grow vegetables will eat them.

      • Vegetables grown by students had a high intrinsic value and improved attitude toward fruit and vegetable snacks.


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Good for Physical Health - Exercise gardening in the future?

  • Survey results:

    • 56% Gardening is a great form of exercise

  • Research:

    • Provides adequate, challenging workout that is less stressful to bodyEffort Expended in Gardening vs. Other Activities

*Values based on the ratio of associated metabolic rate for specific activity divided by resting metabolic rate.


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Good for Physical Health - Exercise gardening in the future?

  • Survey results:

    • 56% Gardening is a great form of exercise

  • Research:

    • Linked to reduction in osteoporosis

      • Bone density for women who did yard work was equal in those who did weight training, and higher than in women who did jogging, aerobics, or calisthenics


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Stimulates Learning gardening in the future?

  • Survey results:

    • 44% Gardening is a great educational tool for children

  • Research:

    • 96% of teachers who garden in the classroom said gardens were successful teaching tool

    • 75% of them reported that student behavior improves in a garden

    • Reduced symptoms in children with Attention Deficit Disorder (ADD) and related ability to concentrate have been reported

    • The greener and more natural a girl's view from home, the better she scores on tests of self-discipline (abilities to concentrate, inhibit impulsive behavior and delay gratification)


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Gardeners’ Attitudes gardening in the future?

  • Survey results:

    • 74% said, “I enjoy gardening”

    • 60% said, “Gardening makes me happy”

    • 46% said, “Gardening is a responsibility that comes with owning a home”

  • Contributing factors to the pleasure aspect include:

    • All factors discussed thus far can have positive impact

    • Sunshine is a mood enhancer

    • Seeing the direct result of one’s efforts brings immediate gratification


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What Do Gardeners Say Would Encourage Them to Do More Gardening?

  • Survey results:

    • 40% said, “If I had more time for gardening”

    • 32% said, “If I had more suitable space for gardening”

    • 31% said, “If gardening cost less money”

  • Research and 40 years of experience has produced…


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Five Steps to Happier, Gardening?Healthier Gardening

  • Know Your Gardening Goals

  • Think Small

  • Get Help

  • Work Smart

  • Take Time to Smell the Roses


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Tim Key Gardening?

VP, Consumer & Trade Research,

The Scotts Miracle-Gro Company


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Understanding Consumers’ Gardening Needs Gardening?

  • The Scotts Miracle-Gro Company is focused on: determining which benefits are most meaningful to gardeners and reducing perceived barriers so that consumers can reap the benefits of gardening

  • Common theme: strong desire for simplification and enhanced convenience


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Process for New Product Concepts Gardening?

  • Need Identification

    • Strategic Quantitative Research

    • Qualitative

  • Concept Development and Testing

  • Product Prototype Development


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Need for Simplicity Drives Innovation Gardening?

  • Consumer Trend: Consumers want simplicity and convenience in their lives.

  • Consumer Observations:

    • 45 million gardeners use a hose to water

    • Only 55% are using plant food

    • Consumers said very “easy” and “relaxing” to do, from a physical and psychological perspective

  • Consumer Needs:

    • Plant Food Users: addresses #1 compliant that activity is messy, and helps correct mis-use

    • Non-Category Users: addresses #1 complaint that activity is confusing, and helps tie to enjoyable habit of watering

  • Solution/Concept:Making feeding as easy as watering will increase the likelihood of feeding.

The Scotts Miracle-Gro Company: Proprietary & Confidential


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How Much Consumers Gardening?Like/Dislike Gardening Activities

Among Homeowners Who Perform the Activity

Top Box Ratings = “Like/Dislike Very Much”

Gap between Like and Dislike

24%

21%

13%

Making Feeding Is

As Easy As Watering

1%

0%

3%

-2%

-1%

-4%

-9%

-13%

-23%

Using a 5 point scale where 1 is "Dislike very much", and 5 is "Like very much", please tell us how much you like or dislike performing the following gardening activities.

The Scotts Miracle-Gro Company: Proprietary & Confidential


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Easy to Use & Choose Products Gardening?

  • LiquaFeed

  • Shake ‘n Feed

  • Ready-to-Use Products

  • Premium Growing Media Mixes

  • Packaging Changes

    • Consumer best practice tips

    • Bilingual directions


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Summary Gardening?

  • What we’ve heard today:

    • Two growing trends across the nation, Wellville and Gaia, demonstrate that we are re-cultivating our agrarian roots and turning to nature as both a pleasure and purposeful pursuit.

    • Gardeners believe there are numerous benefits to gardening, and research proves that it really is good for the mind, body and soul

    • That deriving the benefits from gardening at home involves some very simple, practical steps


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Q&A Gardening?

  • To get in queue to ask a question, you can “raise your hand” by clicking on the icon located on the right hand side of your computer screen, or dialing *0 on your telephone to speak with the operator

  • When we announce your name, we will take your phone off of mute and it will be your turn to speak

  • We ask that you limit yourself to one question and one follow up question to ensure that the greatest number of people have the opportunity to ask their questions


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For More Information Gardening?

  • To schedule an interview with one of today’s speakers, please call Kim O’Halloran at 312-240-2742

  • To review today’s presentations, visit the Web sites for The Scott Miracle-Gro Company and the Garden Writers Association

    • www.scotts.com

    • www.gardenwriters.org


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