Growing happiness in times of uncertainty : plant parenthood among Millennials and Gen Z / Sandra Tena-Monferrer, Juan Carlos Fandos-Roig.

Format:

Book

Author/Creator:

Tena-Monferrer, Sandra, author.

Fandos-Roig, Juan Carlos, author.

Series:

SAGE Business cases.

SAGE Business cases

Language:

English

Subjects (All):

Selling--Plants--Case studies.

Selling.

Uncertainty--Case studies.

Uncertainty.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2024.

Summary:

Millennials and Gen Z are nowadays young adults between their twenties and late thirties facing an uncertain socioeconomic scenario. They are finding their own way, off the beaten track. These young people delay or even reject traditional adulthood milestones such as early marriage or homeowning. It is said that both generations are too careless, shiftless, and debt-ridden to take care of real babies (Buck, 2019). However, their maternal or paternal instinct is being redirected towards pets and plants. Raising a cat or a dog can teach fundamental parenting skills to young adults. But taking care of a pet can, in some cases, be a limitation in their daily work-life balance. Under these circumstances, plants have been slowly replacing pets during the last years. When the COVID-19 pandemic started, there was an urge for us to take care of our homes. To create a relaxing and natural environment in which we could feel safe and at peace. However, the relevance of plants in young adults' lives has endured beyond the pandemic, suggesting that tending plants is not a trend but a way of life. Selling living plants has been mainly an offline traditional business, but nowadays online plant shops are skyrocketing. How can plant companies improve the online shopping experience for those dedicated to growing them?

Notes:

Description based on XML content.

ISBN:

1-0719-4112-7

9781071941126

OCLC:

1417357597