The garden of the future

As individuals, our gardens are as much a part of our living space as our homes.  Paving manufacturer, Marshalls, wanted to be at the forefront of the trends to build beautiful and practical landscapes for people to enjoy. They asked Dragon Rouge to help them understand what the garden of the future might look like and what people would want from it so that they could open the right conversations with their customers and plan their product innovation.

Matching lifestyles

We used our specialist trend analysis to identify how people’s behaviours and attitudes would develop over the next five to 10 years and what this might mean for people’s expectations of their gardens. Using this analysis as a base, we generated seven garden themes that would meet the differing needs of people’s complex lives. The trends and garden themes were described in an evocative book and CD, Future Lifescapes.

Rich resource to build the business

The trends and themes outlined in the book provided the platform for Marshall’s marketing strategy and created a rich resource for product innovation. Following the programme to identify garden futures, Management Today rated Marshalls as the most admired company in their sector.