NORTH AMERICA | Art and Design CONVERSATION OVER TIME (Jan 2018–Jun 2019) AGE (Jan 2018–Jun 2019) GENDER (Jan 2018–Jun 2019) CANADA Succulent Plant YOY growth* 1.3x 18-34 30% 87% 13% Plant Parents Female Male 35-54 44% Indoor gardens are trending as people look to of their families and care for them accordingly— 55+ 26% 79 2018 2019 add greenery to their urban spaces. People in more people are ordering plants online and 77 Canada have been flocking to cities in recent sharing their fauna families on social media. Q1 Q2 Q3 Q4 Q1 Q2 years, focusing on work over leisure. #Plantstagram showcases collections of ferns, succulent plants and more, and one Canadian Houseplant While people focus primarily on their careers, 80 plant influencer has been offered a book deal houseplants offer vibrant living things to care for. based on his collection of greenery. In turn, plants act as living air purifiers and add a 1.5x YOY growth* 18-34 30% 81 82% 18% dose of nature, offering a sense of rootedness to Brands are taking note, using plants to create rented spaces. inviting spaces for customers to unwind as they Female Male shop. As the trend continues in Canada, there’s a 35-54 43% Thanks in part to a generation of plant greener future ahead. 78 parents —people who treat their plants as parts 2018 2019 55+ 27% Q1 Q2 Q3 Q4 Q1 Q2 Air Purifier YOY growth* 2.5x 18-34 35% 77 Jacqueline Hansen, “Think Millennials are leaving Canada’s big cities? Think again, RBC report says,” CBC, April 25, 2019. 80% 20% 78 Andrea Yu, “Plant parenthood: Cultivating the Millennial obsession with indoor plant babies,” The Star, May 9, 2019. Female Male 79 “9 places in Canada you can buy houseplants online,” Huffpost Canada eCommerce, August 28, 2019. 35-54 46% 80 Darryl Cheng. The New Plant Parent: Develop Your Green Thumb and Care for Your House-Plant Family. New York: Abrams Books, 2019. 81 Josh Duncan, “It’s official: Aritzia is opening a store in Kelowna this fall,” Shuswap Now, August 16, 2019. 55+ 18% Source unless otherwise stated: Facebook data, people ages 18+, CA, Jan 2018–Jun 2019. All topics chosen grew from June 2018 through June 2018 2019 2019. The topics are presented in the original language as they appeared in our data set. We have included a translation next to some terms to 2018 2019 clarify their meaning. Q1 Q2 Q3 Q4 Q1 Q2 *Growth rates compare the total volume of the last month to the total volume of the same month in the previous year (Jun 2019 over Jun 2018). The 2020 Topics and Trends Report From Facebook IQ 30