American millennials have been accused of dooming all sorts of things: beer, golf, cereal. But the cohort is credited with reviving the once-moribund market for houseplants. In the past three years, U.S. sales have surged almost 50 percent to $1.7 billion, according to the National Gardening Association. With many millennials delaying parenthood, plants have become the new pets, fulfilling a desire to connect to nature and the blossoming “wellness” movement. For a group that embraces experiences and travel, moreover, plants give Gen Yers something to care for that won’t die—or soil the rug—when they’re not around.
Photo: Flower Council Holland