Audience

There’s something quietly powerful happening in the garden world—and this data confirms what many of us have been sensing.

At first glance, it might look like gardening still belongs to an older generation. The largest segment here is 65+ at 38.9%, followed by a tie between 25–34 and 45–54 at 22.2% each, and 55–64 at 16.7%. But look a little closer, and a more interesting story begins to unfold.

The presence of the 25–34 group matching the 45–54 demographic is not a small detail—it’s a signal. A new generation is stepping into the garden, not out of obligation, but out of desire.

They are choosing it.

And that changes everything.

Gardening is no longer just about maintenance or tradition. For younger women especially, it’s becoming a creative outlet, a form of expression, a place to slow down and reconnect for a new generation.. It aligns beautifully with broader cultural shifts—toward wellness, sustainability, and making things by hand again. The garden has become both sanctuary and studio.

Gardening is deeply tied to place. So it’s not surprising that GREEN LOVE's audience is predominantly Canadian given that we are located in Collingwood, Ontario and surrounded by many vibrant gardening communities across Simcoe County.

However, do not be surprised to see us travelling farther afoot in search of beautiful gardens.

Almost entirely women. Again, not surprising. Women have long been the keepers of gardens, but what’s different now is the tone. This isn’t about duty. It’s about joy.

What this data really shows is continuity. The older generation is still deeply engaged, but they are no longer alone. A younger group is rising alongside them, not replacing but joining—and that overlap is where momentum lives.

Gardening isn’t fading. It’s evolving.

Perhaps most importantly, it’s being rediscovered as something deeply personal, creative, and sustaining—for this generation, and the ones that will follow.