Houseplants are thriving in lockdown. In the last three months, people sharing snaps of their houseplants on social media increased by an average of 6% per week. Bonsai trees are the most popular plant being photographed and shared.
Conversation around home DIY and refurbishment saw strong growth for a number of weeks before dropping off. Across the period we tracked, mentions grew on average 4% per week, ending up just above initial levels. This recent drop in DIY conversation may be because people have got the DIY projects that needed doing done.
There were only two categories still growing across the last two weeks: gardening and organization.
Mentions of gardening increased by an average of 8% a week during lockdown, driven by people who wanted to improve their outdoor space for summer. Mentions are still growing, and that could be thanks to garden stores in the UK (and in some states) reopening.
Meanwhile, conversation about home organization has increased 10% per week on average. We found that the conversation was focused on organizing rooms in the home (222k mentions), bills (50k mentions), and cupboards (17k mentions).
For now, all these conversations are still higher than their pre-lockdown levels. The question is, will they all be mainstays in the “new normal?”
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Brandwatch Response Team