We recently connected with Katie Dubow and have shared our conversation below.

Katie, looking forward to hearing all of your stories today. We’d love to start by getting your thoughts on what you are seeing as some the biggest trends emerging in your industry

I do public speaking within our industry on garden trends – our firm has published a Trends Report since 2001. And since the pandemic brought in 18 million new gardeners to the hobby, a question I get a lot now is, will they stick around? One conference in particular I remember chatting with industry folks before my talk about how business was steady YOY. Most people were flat or only slightly up. But they were all optimistic. They were all excited about the types of plants people were buying, questions they were getting, not 101 questions, rather 201. And so when this older gentlemen asked me the inevitable million dollar question at the end of my talk, I was prepared with an answer. The future is bright. Gardening is hot. Our industry had the largest growth ever from 2019-2023. If we can remain flat and our customers are having success, returning, and getting health & wellness benefits from our products, they’ll never leave. We have them for life. One big garden trend of 2024 is Hortifuturism. People outside our industry – in the art world, architecture, and fashion – are using plants as integral parts of their brands. The future is bright, bold, colorful, and includes plants. It’s only up from here.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I am the second president of Garden Media Group, a women-owned public relations firm that specializes in the green and gardening industry.

I was born into the gardening and horticulture industry. Garden Media Group was founded by my mother, Suzi McCoy. This gave me a unique perspective and deep understanding of the gardening industry from a young age. I left home to purse marketing in NYC, but came home to take over the business. In 2020, I purchased the business from my mom, and she retired. I am most proud to continue my family’s legacy. while pushing the boundaries of innovation within the gardening industry. I am passionate about promoting the benefits of gardening and outdoor living, not only for personal well-being but for environmental sustainability.

Garden Media provides a variety of services including public relations, social media management, brand strategy, and market research specifically tailored for the gardening industry. We are known for our annual Garden Trends Report, which is highly anticipated by industry professionals and garden enthusiasts alike. This report predicts upcoming trends in gardening and outdoor living, providing valuable insights for both businesses and consumers. What sets Garden Media apart is our specialized focus on the gardening and horticulture industry, combined with our deep-rooted understanding of market trends and consumer preferences. This niche expertise allows us to provide tailored strategies that drive growth and engagement for our clients.

We solve several key problems for our clients:

1. Visibility: Helping brands stand out in a crowded market through strategic PR and marketing.
2. Trend Forecasting: Offering insights into consumer behavior and market trends, enabling clients to stay ahead of the curve.
3. Brand Positioning: Assisting clients in defining their brand identity and communicating their unique value proposition to their target audience.

I want people to know Garden Media is committed to growing brands organically, creatively, and by connecting them with the right audiences and telling their stories in a compelling way. We have an amazing team that is at the forefront of horticulture, marketing, and PR. We are adept at identifying shifts in consumer attitudes towards gardening and outdoor living, making us a key industry player and valuable partner for anyone looking to make an impact in the green industry.

How do you keep your team’s morale high?

The pandemic really changed our business – and for the better. Firstly, gardening soared. It gave our clients more opportunity and new customers than ever before, which in turn gave our brand more opportunity as well. Secondly, it turned us into an office-based culture into a 100% remote culture. This comes with its challenges, though, and I have committed myself to open communication to make it work. I would say, and my employees would agree, it’s our culture that makes Garden Media great. This is a place you want to come to work, where you trust and respect your co-workers, and you strive for greatness. But mistakes and failures are not just accepted, but praised. How do we do it? It’s a moving train, but there are 3 ways we strive to make it happen.

1. Clear Mission and Values
Once a year (at least), we meet in person for team building and mission alignment. Everyone in the company knows our mission and can align their work with our broader goals. These activities not only strengthen team bonds but reinforce that we feel part of something meaningful. I believe this team bonding and sense of purpose is a powerful motivator and morale booster.

2. Work-Life Balance
Maintaining a healthy work-life balance is especially important in creative industries, where burnout can be a risk. We offer flexible working arrangements beyond work from home and meet people where they are. Life comes first at Garden Media.

3. Innovation and Autonomy
Our culture is not that of micro-managing. We encourage innovation, autonomy, and professional development. We empower employees to explore new ideas and take ownership of projects. And reward them for this creativity. We also foster opportunities for them to network, attend industry conferences, and grow personally.

Have any books or other resources had a big impact on you?

I believe in mentorship wholly. But a mentor doesn’t just need to come in a direct, personal relationship. I get a lot of advice from podcasts, specifically Adam Grant. His books, talks, and podcast, Work Life, have been pivotal in shaping my approach to management and entrepreneurship. His book, ‘Give and Take: Why Helping Others Drives Our Success,’ fundamentally transformed my perspective on success in the business world. Grant’s philosophy that success does not have to be a zero-sum game, but rather can be amplified through generosity and collaboration, has been a cornerstone of my management style. Additionally, his insights on the power of original thinking and fostering an innovative culture in ‘Originals: How Non-Conformists Move the World’ have guided my entrepreneurial journey. The strategies combined with research in these works have encouraged me to embrace a more empathetic, innovative, and open-minded approach to leadership and business development. It has helped us stay on the cutting edge.

Contact Info:

• Website: https://www.gardenmediagroup.com/
• Instagram: https://www.instagram.com/gardenmedia
• Facebook: https://www.facebook.com/gardenmediagroup
• Linkedin: https://www.linkedin.com/company/garden-media-group
• Twitter: https://twitter.com/gardenmedia

Image Credits
Katie Dubow Mark Tassoni