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Demographics

Last post 21-01-2009 6:01 PM by Digger. 15 replies.

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  • 20/01/2009 09:40 AM
    • Elspeth
    • Oxfordshire
    • 16 Jan 2009
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    Hi, Thanks for creating the opportunity for us to access you guys online. Great initiative. Can you tell me the demographic of the RHS membership? Is this changing to include a younger audience? If yes are you doing anything specifically to embrace the younger audience and would you consider a rebrand. Thanks! Kind regards Elspeth Briscoe

    Elspeth
  • 20/01/2009 10:15 AM
    • VP
    • Chippenham
    • 14 Jan 2009
    • 32
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    I'd also like to add to Elspeth's question. Is there a demographic missing from the RHS' membership profile? The RHS has an image of being for the older (retired or near retirement) part of the population and is currently working hard with younger age groups. It appears to have little or no appeal for the age groups inbetween. Is this actually reflected in the membership? What does the RHS have to offer these people?

    VP

    http://vegplotting.blogspot.com
  • 20/01/2009 10:22 AM
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    Elspeth, I expect Dan will give a more direct answer to your question concerning the broader membership but I can't help chipping in to say that we are most concerned to engage a broader and younger audience of gardeners, and beyond membership: from the Campaign for School Gardening (which I have seen inspire entire families, not just the kids in school!), the promotion of gardening in the community through Britain in Bloom, a wide variety of new publications to appeal to different perspectives on growing - and, of course, a great welcome for families at each of our gardens. But I would be interested to hear your own thoughts on developing these and other activities to enthuse more young people.

    Simon

    Simon Thornton-Wood
    Director of Science & Learning
  • 20/01/2009 10:39 AM
    • Digger
    • Northern UK
    • 18 Jul 2005
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    Vp I am surprised at how you think the RHS is viewed? actively seeking to engage younger children into horticulture is probably the single most important task for the RHS, i think for people over 25 yet under 65, the interest in horticulture is either already there or not at all, people in the 30 40 and 50 something age range are more able to seek out horticultural activities than someone who may be 20 years old and just begining to explore horticulture, This website and forum is a sterling effort by the RHS to get people involved in horticulture, I think the RHS gardening for schools is a first class effort and it works well.

    digger Devil
  • 20/01/2009 10:46 AM
    • Spade
    • London
    • 20 Jan 2009
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    Some new websites for younger gardeners.... like Shoot (http://www.shootgardening.co.uk) Design your garden, everything online in one place. Worth a look.

  • 20/01/2009 10:55 AM
    • miranda
    • Oxfordshire
    • 17 Nov 2004
    • 2,977
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     Shoot is not the RHS, Spade...

  • 20/01/2009 10:57 AM
    • Dan Wolfe
    • 15 Dec 2008
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    Hi Elspeth - the profile of our membership does tend to be slightly older than the population; but as I think i've alluded to in an answer to another question, the Society wants to be seen as the organisation for ALL gardeners, regardless of age, knowledge, location. One of the many joys of gardening is that it transcends all artificial divisions in society. I don't think there is a need for, nor would it be benficial to, 're-brand' the RHS. It has a fantastic heritage that should be celebrated. However, looking to the future we also need to ensure that it continues to be relevant - to all gardeners' interests. Dan

  • 20/01/2009 10:59 AM
    • VP
    • Chippenham
    • 14 Jan 2009
    • 32
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    Digger - I'm not knocking the RHS' educational activities at all, having been engaged in that sector myself previously I'm all for it. However, I'm speaking from what other people have said to me about the RHS who are disappointed that there's nothing in it for them. These are people who call themselves 'normal' gardeners. I believe the RHS needs to do more to reach out to these people as it will be some years before the sterling efforts to educate our kids filter through and take full effect.

    VP

    http://vegplotting.blogspot.com
  • 20/01/2009 11:02 AM
    • Digger
    • Northern UK
    • 18 Jul 2005
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    I'm not sure ,what do you think the RHS can do for these members, I'm 42 I have been an RHS member and supporter for many years I am happy with my membership I'm also a member of some other specialist horticultural societies and these run "in tandem" with the RHS, the only bug bear for me is the lack of a garden in Lancs.

    digger Devil
  • 20/01/2009 11:11 AM
    • miranda
    • Oxfordshire
    • 17 Nov 2004
    • 2,977
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    I don't know about the age of RHS members, but when I studied the General Certificate, we were told that the average age of students on that course was 44, and it did indeed seem to be.

    Interesting younger people in plants and growing is a toughie and something that's occurred to me is that we can't leave it all to an organisation like the RHS to teach our children about plants, in the same way that parents can't expect schools to teach manners. It comes down to us, as individuals, to encourage and teach children, starting from an early age.

    There was a very thought provoking article a while back about what is called 'plant mentoring' - this is where an adult recognises a child's interest and mentors them, guiding and teaching about plants and growing and answering their questions. That child may seem to lose the interest for a while, but the groundwork has been done and they will be far more likely to come back to gardening later than if they had never been encouraged. Ideally, they wouldn't lose interest at all.

    It is one of my few regrets in life that no one noticed my interest in plants when I was very young and that I only came to it seriously when I was in my 30s. So much could have been achieved. It's because of that that I act as a plant mentor to a friend's young son who is gradually gaining the confidence to get out and grow things on his own. I'd like to think that plants will always attract him.

     

     

  • 20/01/2009 11:12 AM
    • VP
    • Chippenham
    • 14 Jan 2009
    • 32
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    Fundamentally probably not a lot Digger. I think a lot of it's down to the way the RHS communicates and presents itself, though cost is also an issue. The same issues are facing other organisations like the National Trust too. A lot of people in my age group think the RHS is too stuffy for them and they'd rather support another gardening charity that has a closer fit with the way they garden. The work that the RHS does in e.g. research that they do benefit from is just not getting out there.

    NB I'm 49 and have been a member for 3 years and support a number of other gardening organisations too. My bugbear is a lack of a garden closer than 2 hours away!

     

    VP

    http://vegplotting.blogspot.com
  • 20/01/2009 11:17 AM
    • jill cherry
    • wisley
    • 06 Nov 2008
    • 4
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    With regard to the discussion regarding what we do for younger members, the RHS Grow Your Own campaign is a good example of one of our programmes that has appealed to younger people in particular. The Grow Your Own webpages are the most visited of any of our pages. The Grow Your Own Veg book was a record breaking best seller and we find that our Grow Your Own events at the Gardens are extraordinarily popular with the younger set, especially folks who are relatively inexperienced gardeners. When we did the Grow Your Own TV series with the BBC it was found that the younger age group were in the majority.

    Jill Cherry, Director of Gardens and Estate
  • 20/01/2009 11:29 AM
    • Spade
    • London
    • 20 Jan 2009
    • 3
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    Hi Miranda - sure, no its not. it works for me cause Im new to gardening and it tells me what to do when. Im not into all the latin names and research the RHS does - I am sure it is very useful and important work though! gerts good reviews http://www.shootgardening.co.uk/sitePage.php?pageid=71&name=people-are-saying

  • 20/01/2009 11:53 AM
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    If you think botanical names are complicated - try common names! If you look for "bluebell" in the RHS Plant Finder online you will find plenty of different plants to which the name could refer. If you select Hyacinthoides non-scripta - the bluebell that people in southern England might refer to - you will see just how many 'common' names relate to this one beleaguered plant!

    Now there is a subject to stimulate debate!

    Simon

    Simon Thornton-Wood
    Director of Science & Learning
  • 21/01/2009 03:34 PM
    • Elspeth
    • Oxfordshire
    • 16 Jan 2009
    • 2
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    Wow interesting input. Thanks. My thoughts are firstly I think the RHS in general does a fantastic job for most demographics, and I can see a good increased focus on children/youth market in recent years. I also take the point regarding strong heritage/brand etc. However - my understanding is there is huge growth in interest and participation in horticulture in general from 25-45 year olds (esp in the last 5 years). And I was I suppose curious to know whether you thought your brand appeals to them, or if there's more that can be done. To be perhaps more constructive - I think this kind of forum and embracing facebook et al as you are doing is a no brainer (and great that you're doing this). It would also be good to see perhaps a stronger association with other brands in general who appeal to this agegroup. Also more PR/editorial content in publications that are read by/appeal to this demographic. To break the association (if there is one - I believe there is) for the RHS being rather more exclusively targeted at the 45+ agegroup (and just by association sometimes their children/grandchildren). Thanks for listening! Elspeth

    Elspeth