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Welcome to the (urban) jungle: the hype surrounding houseplants

21.7.2023

Translation: machine translated

They are shooting up from the ground - and not just outside, but also in homes, offices and on social media: philodendrons, calatheas and many more. Houseplants are absolutely on trend. Where the roots of the hype lie and why it continues to grow.

I recently killed my ivy. Unintentionally, but "pretty quickly" - that was the comment from my girlfriend, who had bought it fresh and green with me three months earlier. In the meantime, it has mutated into a brown, dried-up misery that adorns my bedroom as a kind of memorial. Unfortunately, it is not the only plant corpse to be mourned: Just a few weeks ago, my aloe vera fell to the ground under mysterious circumstances and broke its neck. The murder case remains unsolved, as the alleged meowing perpetrator of the accident is adamantly silent on the allegations of the crime.

Over the years, a few plants have fallen victim to my black thumb. Or my cats. And while all the houseplants behind my doorstep are seemingly doomed to die, the hype is booming around me. It's called urban jungle. And it's leading to more and more people decorating their homes with as much greenery as possible. Documenting the whole thing for social media. Searching for like-minded people, advice or offshoots on swap portals. And throwing around names like begonia, monstera or hemp. How did this happen? "The trend was already noticeable in 2018 or 2019," explains plant expert Carla Meineke in an interview. "But the real hype came about because everyone was looking for plants on portals, Instagram and Facebook groups in 2020. At the same time. And this demand couldn't be met at all," says the founder of the podcast "Grün färbt ab".

born in Hanover in 1996 and discovered her green fingers at an early age. She now also pursues her passion professionally. As well as running her own shop, she has been running her own podcast since 2021: In «Grün färbt ab», she discusses everything to do with houseplants with her dialogue partner Oliver Jürgens. Available to listen to on Spotify.

Plant expert and podcaster Carla Meineke
Source: Carla Meineke

The trend accelerators

As with many things, the coronavirus period was one of the triggers. More specifically, the lockdown, when many people were bored and the retail sector was closed - except for DIY stores and garden centres. Back then, plants were an easier and cheaper alternative to a pet, Carla explains. At the same time, green splashes of colour brighten up your own four walls. In other words, the place where everyone inevitably spent a lot of time during the pandemic. Another reason for Carla's love of plants:

«A plant brings aesthetics into the home. It gives it a certain atmosphere and breaks up a minimalist interior: suddenly there's something green and wild in the room.»

In addition - as is so often the case - influencers come into play. Some have really specialised in plants: the so-called plantfluencers. For example @marienova or @lepetitjungle. The @urbanjungleblog channel is also becoming increasingly popular. Under the hashtag #plantsofinstagram, over 16 million plant-related articles are displayed on the platform, while under #boyswithplants, young men pose with their houseplants in over 360,000 photos and videos - mostly shirtless. Sex sells. Even in the urban jungle.

In her reels, Marie Nova gives tips on the topic.
Source: @Marienova/Instagram

It's Not All About The Style

In addition to the aesthetic upgrade for the home, a modern, nature-loving lifestyle is also conveyed. In contrast to other interior trends such as the knotted cushion or pampas grass, houseplants are not just decoration, but - surprise - living things.

They offer people who live in urban areas the opportunity to have some nature in their home. A piece of greenery of their own that connects them to the outdoors, even on the 5th floor in the middle of the city centre. Perhaps this is one reason why the hype is particularly popular with younger people. After all, they are the ones most closely connected to social media and the furthest away from buying a home. After all, the dream of owning a home - with a garden - is becoming increasingly unaffordable. Also for Carla:

«Like many others, I can't afford a house with a garden. But with houseplants, you can create a small garden at home, let it grow and flourish.»

Moreover, many are absorbed in looking after something that needs attention and care. Seeing this creature sprout can bring joy. Some plant owners describe a mood-enhancing effect from their urban jungle. The fact that the green pigment chlorophyll actually has a positive effect on the mood has not yet been clearly proven in scientific studies. However, a team of researchers from Leipzig has at least shown that city dwellers struggle less with depression when they are surrounded by lots of trees. A scientific survey by the University of Genoa also found that people with lots of houseplants in spring 2020 felt less affected by the restrictions imposed by the coronavirus pandemic than those without.

If that's not a reason to green up your own home! Need some inspiration?

VEG and the City Sagres (Basket Marante - Calathea makoyana) (35 cm)

Plants

CHF37.90

VEG and the City Sagres (Basket Marante - Calathea makoyana)

35 cm

Flowerbox Golden fruit palm - height ca. 100 cm, pot-Ø 21 cm - Areca Dypsis Lutescens (100 cm)

Plants

CHF70.49

Flowerbox Golden fruit palm - height ca. 100 cm, pot-Ø 21 cm - Areca Dypsis Lutescens

100 cm

Fresca-Plant Monstera Deliciosa Mix (24 cm)

Plants

CHF61.90

Fresca-Plant Monstera Deliciosa Mix

24 cm

Carla's plant tips

By the way: it doesn't have to be a perfect, breathtaking urban jungle in your home. Even small, individual plants can create a more beautiful atmosphere. If you're new to the plant game or don't have a knack for plants: Here are Carla's Top 3 tips for your own urban jungle.

If possible, take a good look at new plants before you buy them: What do the roots look like? Does it have pest infestation? Any other abnormalities?
Choose plants according to their location: Different species are suitable for a north-facing window, for example, than for the south side.
Avoid waterlogging: Do not overwater plants so that the water does not stand centimetres high in the pot for days.

Do you have your own urban jungle at home or do you find your plants brighten your mood? Tell me in the comments!

Cover image: Beazy G/Unsplash

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Maike Schuldt-Jensen

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Maike.Schuldt-Jensen@galaxus.de

Cat lady and coffee lover from up north. Always on the lookout for «News and Trends».

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