Hort Innovation is responsible for investing the nursery marketing levy into a range of activities to drive awareness and consumption. Here is a quick look at what happened during the year...

The nursery marketing program focused on increasing demand for Australian plants by inspiring and educating consumers, while equipping retailers and the broader supply chain with practical tools and information to support plant purchase.

Insights that drove our thinking

While plants remain a popular category, consumers were purchasing less frequently and spending less amid household budget pressures. However, 72 per cent still indicated they were likely to buy plants in the following 12 months, showing there remained a strong opportunity to engage existing and potential plant buyers.

Many consumers still lacked confidence when it came to selecting plants that suited their needs and spaces, highlighting an opportunity to make plant ownership feel more accessible and achievable. These findings reinforced the importance of demonstrating the value and relevance of plants, reigniting interest in the category and providing practical support that builds confidence.

What did the campaign achieve?

Inspiring and educating consumers through digital content

The Greener Spaces Better Places social program shared practical and inspirational content across Facebook, Instagram and TikTok, helping keep plants relevant and accessible for Australian consumers. Content focused on showcasing the benefits of plants, providing seasonal inspiration and demonstrating how plants can fit into everyday life. The School of Thumb video library was also amplified through search activity, helping consumers discover practical plant advice when actively seeking information online.  

Demonstrating the value plants bring to Australian homes

The Greener Spaces Better Places Plant Value Report was developed in partnership with Domain to quantify the impact greenery can have on property performance. The findings showed homes with greenery can achieve higher sale prices, attract more buyer interest and sell faster, creating a compelling consumer story around the value of plants. The campaign generated more than 500 pieces of media coverage and an estimated reach of 20 million, with support from property and design expert Neale Whitaker helping extend the message through media and social channels.  

Supporting consumers and industry with practical resources

Alongside consumer-facing activity, the program developed tools and resources designed to build confidence and support plant purchases. An expanded in-store initiative involving 20 nurseries across Australia provided practical materials and digital resources to help consumers make informed plant choices. Industry communications also remained a focus, with webinars, marketing updates, LinkedIn content and Living Network newsletters sharing insights, resources and examples with greenlife professionals. Engagement across these channels reinforced the value of practical, real-world content that can be readily applied by both consumers and industry.