Gen Y is embracing gardening, with growing plants and herbs indoors becoming a popular pastime for urban dwellers. Whether to boost wellbeing, bring a sense of calm to urban spaces or simply for its ease of maintenance, gardening is brushing off the soil of its previously stuffy image.

Green-fingered retirees were once the archetypal gardeners but now urban Gen Yers and Zers are waking up to the many benefits of tending plants, whether they’re in an allotment, window box, or the home. But how do these garden gurus differ from their parents and grandparents?

Helping to protect the environment is a noble cause in itself, but people’s motivations for doing so may be self-involved. As the societal pressure to be green grows, Britons report feeling competitive when it comes to comparing their sustainable habits with others.

A petition to manage highway verges in a more ecologically responsible way has led to the adoption of a gentler system that supports wildlife and boosts the growth of rare plants. As people seek ways to rewild their living spaces, brands that support engagement with nature are rising in popularity.