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  • Why are Gen Yers keen to get their hands dirty?
  • Why are Gen Yers keen to get their hands dirty?
    Miracle-Gro (2019) ©
CASE STUDY

Miracle-Gro Twelve: app-aided care for ‘plant babies’

Heritage brand Miracle-Gro has entered the smart home space with its Twelve Indoor Growing System. Targeted at young, time-poor urbanites, it minimizes the effort required to maintain a small yet lush garden, allowing owners to enjoy the benefits of nature without spending hours toiling in soil.

Location United States

Scope
In its nearly 70 years of operation, Miracle-Gro has mostly appealed to Americans who’ve long-fostered a love of their seed beds and rose gardens – a generation closer to AARP membership than Netflix regulars. But a younger, more urban demographic is cultivating green fingers and the heritage brand is turning over a new leaf with its Miracle-Gro Twelve Indoor Growing System. Previewed at SXSW 2019 in Austin, the all-in-one unit takes the guesswork out of indoor growing and helps ‘plant parents’ keep their babies in check even when they’re away from home.

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