Interest in foraging has grown as people seek to reinvigorate their connection to nature, cut down on meat consumption, and adopt eco-friendly behaviours. Once led by luxury restaurants looking for unusual, local ingredients, why are people signing up to learn how to forage for their dinner?

Green-fingered retirees were once the archetypal gardeners but now urban Gen Yers and Zers are waking up to the many benefits of tending plants, whether they’re in an allotment, window box, or the home. But how do these garden gurus differ from their parents and grandparents?

Younger people are reaping the benefits of green-fingered pursuits, turning to gardening for its positive impact on mental health and as a way to create moments of escapism. With big nights out being replaced by trips to the local garden centre, brands can help support these slower pursuits.

Money may not grow on trees, but it seems to grow on rare houseplants. Not only is expensive greenery helping people spruce up their home sanctuaries during lockdown, but it’s also become a highly-coveted luxury possession, resulting in a competitive buy-and-sell plant market bubble.