If you think today’s typical gardener is middle-aged and living in the suburbs, think again.
The National Gardening Survey revealed that most gardeners are between the ages of 18-34 and living in urban areas without backyards. In 2019, older members of Generation Z and the younger half of Millennials accounted for over a quarter of all estimated garden spending in the U.S., yet have a much lower household income than their Gen X or Boomer parents. What does this mean? Young people are prioritizing their spending on plants and value nature in their everyday lives.
It’s hard to overlook Gen Z ‘s personal and political enthusiasm for increased sustainability when a 2020 survey from the Pew Research Center documented that 77% of Gen Z and younger Millennials, regardless of their demographic or political party affiliation, said the environment should be the President’s and Congress’ top priority. For Generation Z, sustainability is not a political divider, but a point of common ground.
SOPREMA is on the cutting edge of what this environmental inclination means for the market and the roofing industry. Their initiative with SOPRANATURE® vegetated roof systems provide alternative sustainable roofing options that enhance building performance and expand the possibilities for what a roof can accomplish.
For instance, SOPRANATURE’s TOUNDRA BOX is made of 100% recycled polypropylene and contains a filter fabric and growing medium where a mix of sedum species is cultivated. These sedums can be adapted to match the hardiness zone and climatic conditions of a particular area and can be installed on SOPRANATURE green roofs, garden terraces and plaza decks.
Vegetative roof systems like the TOUNDRA BOX can significantly decrease damage done to a roof from constant exposure to sunlight and the elements, while creating a natural layer of insulation, keeping the inside cool during the summer and warm during the winter.
As the older members of Generation Z begin acquiring more income, the housing and roofing industry need to prepare for this generations’ incoming wave of demands. While many labels, both negative and positive, have been pinned to these up-and-comers, one thing’s for sure: they care fiercely about the state of our planet and will direct their spending accordingly.
By Colin Sheehan, RCS Reporter. First appeared on RoofersCoffeeShop.