Hort Innovation’s nursery marketing strategy aims to increase consumer demand for Australian greenlife products by improving knowledge, attitudes and purchase intent. The strategy is built around the belief that greener spaces are better places and seeks to encourage more Australians to purchase plants more frequently. Activity focuses on both inspiring and educating consumers, while also equipping the supply chain with tools and resources that support plant sales and consumer confidence. 

Consumer insights informing the strategy

Research shows plants remain popular with Australian consumers, with 72 per cent of Australians indicating they are likely to purchase plants in the next 12 months. However, consumers have reduced their spending and purchase frequency in recent years due to cost-of-living pressures. Importantly, a lack of interest has now overtaken cost as the leading barrier to purchase, while many consumers also lack confidence in selecting and caring for plants. Research found people strongly value plants for their ability to beautify homes and gardens, improve wellbeing and create enjoyable spaces, but concerns about maintenance, time and gardening knowledge continue to deter some potential buyers. Retail remains the largest nursery market segment, although landscapers have recently driven growth.

What's planned

Nursery marketing investment will focus on reigniting consumer interest in plants while building confidence among new and existing plant owners. Activity will showcase the benefits of plants, demonstrate that plant care can be simple, and provide practical information that helps consumers feel more confident choosing and maintaining plants in their homes and gardens. 

Key activities include:

• The School of Thumb educational program, which provides practical, beginner-friendly advice to help consumers successfully select, grow and care for plants.
• A series of "How to Grow" video resources designed to reassure shoppers at the point of purchase, build confidence and reduce concerns around maintaining plants. These videos cover a range of plant types and growing situations.
• Social media campaigns that highlight the benefits of plants and encourage Australians to incorporate more greenery into their homes, gardens and outdoor spaces.
• Public relations campaigns that generate awareness of the broader lifestyle, wellbeing and environmental benefits provided by plants and green spaces.
• Consumer-facing content focused on plant confidence, helping address concerns that plants are difficult to maintain and demonstrating that successful gardening can be achieved by beginners.

Alongside consumer marketing, the industry is investing in activities that strengthen engagement across the nursery supply chain and support demand generation at the point of sale. With retail accounting for the largest share of the nursery market, ensuring growers, retailers and landscapers are equipped to connect with consumers remains a key priority. 

Supply chain and industry-focused activities include:

• Industry communications and engagement programs delivered through newsletters, digital communications and industry networks to share market information and campaign resources.
• Event attendance and industry engagement activities that strengthen connections across the nursery sector and support the promotion of Australian greenlife products.
• Landscaper-focused initiatives and partnerships that leverage the growing influence of the landscaping sector and help drive demand for nursery products.
• Retail support materials and educational tools, including point-of-sale resources linked to the School of Thumb program, designed to help convert consumer purchase intent into sales. 

The strategy recognises that future growth will come not simply from reducing price barriers, but from inspiring consumers, building gardening confidence and demonstrating that plants are an achievable and rewarding addition to Australian homes and gardens.

Supporting investments

A range of investments are underway to deliver the nursery marketing strategy:

• FY26/27 Nursery Social & Industry Comms Campaign (NY25502)
• FY26/27 Nursery LinkedIn & Living Network (NY25503)
• FY26/27 Nursery Retail Campaign (NY25504)
• Nursery event attendance (NY25505)
• Nursery PR & Paid Media (TKB) FY25-27 (NY25601)