Gardening is on the tip of everyone’s tongues in 2021 as unprecedented millions embraced the activity in 2020. But is the industry speaking this new gardener’s language?
Analyzing two million social media posts and online articles, Garden Media Group uncovered key patterns in language and sentiment in how the public talked about gardening and houseplants during the COVID-19 pandemic. Understanding these communication patterns holds major implications for garden writers, industry, and influencers in relating to the gardening public – and gaining the trust of the new gardener.
This session shares report highlights, industry implications, and connections with upcoming trends.
Level: All Audiences Type: Trends
Evaluation Link: https://cultivate.cnf.io/sessions/dfks
Becky Paxton is an Account Executive at Garden Media Group. Becky joins the Garden Media team from the public gardens world, where she raised public awareness, attendance, and philanthropic support for acclaimed U.S. gardens. A skilled content creator with over a decade of external affairs, design and writing experience, Becky brings a dual lens of creativity and financial stewardship to her work. Her professional roles have spanned from institutional fundraising, helping to raise millions of dollars for non-profit organizations, to innovative programming that engages and inspires diverse audiences. Becky is passionate about crafting solutions that transform clients’ projects from "spark of an idea" to market-ready messages and strategies.
Becky is a graduate of the Longwood Fellows Program and Wellesley College, and holds a Certificate in Design Thinking from IDEO. In her free time, she loves doting on her pit bull Strawberry.