In America, millennials are thought to account for fully one-third of the houseplant sales
PEOPLE born after 1980 have been slower than previous generations to settle down. Some want to explore the world before they get married and have kids. Others simply cannot afford to buy a house. But they can afford houseplants, and many are finding that nurturing them is a more manageable form of domesticity.
Since the turn of the century, exports of plants from the Netherlands—by far the world’s biggest producer of plant life—have increased from $6bn in 2000 to $9bn in 2016. In that year Europeans spent some €36bn on houseplants and flowers. And in America, millennials are thought to account for fully one-third of the houseplant sales.
What explains the growth in greenery? Young people are more likely than their elders to live in city flats without gardens. Although houseplants grow and require care, they are neither as demanding nor as costly as pets or children. Instagram, a viral photo-sharing platform, can be credited for causing a spike in interest in cacti and other plants: #plantsofinstagram boasts 1.6m photographs—double that of a previous millennial fad, #avocadotoast.
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