Twelve conifer growers have joined forces to reposition the conifer as the essential plant for modern, climate-resilient gardens and public spaces. The initiative offers a solution to increasing urbanisation and the growing demand for sustainable, year-round greenery.

Conifers possess a combination of characteristics that align seamlessly with current gardening preferences and societal challenges. At a time when local authorities and garden owners are seeking solutions to heat stress, flooding, air quality and biodiversity, conifers are proving their worth as a quiet force.

Conifers are strong, hardy and require little maintenance. Thanks to their evergreen appearance, they provide tranquillity, structure and shelter all year round in both private gardens and public spaces. Moreover, their strong root systems make them suitable for a wide range of soil types and resistant to extreme weather conditions.
Although conifers are sometimes still labelled as traditional in the market, the We Love Conifers collective aims to show that they are, in fact, future-proof plants. The initiative is committed to bringing more greenery into gardens and residential areas and seeks to break the dominance of fences and paving by making green hedges the norm once again.

To reinforce this message, the collective is developing various consumer campaigns around appealing themes such as Tuscany, Ibiza and the Veluwe. These demonstrate how conifers – both as hedge plants and as solitary specimens – fit perfectly within contemporary, architectural and natural garden styles.

Launch of the first themed campaign
Following the successful launch of We Love Conifers at IPM Essen, the collective is now taking the next step with its first consumer campaign. This campaign is themed around Tuscany and demonstrates how conifers can form the basis of a modern Mediterranean garden.

From a green foundation to a holiday feeling
The Tuscany campaign is the first in a series of themes positioning the conifer as the plant of the future. By using robust and hardy varieties, such as Juniperus communis ‘Compressa’ and Juniperus scopulorum ‘Blue Arrow’, the collective offers a sustainable alternative to the classic Italian cypress, which is more susceptible to frost.

The campaign inspires consumers to create a garden that looks well-tended all year round whilst requiring little maintenance. It combines a Mediterranean atmosphere with plants that are perfectly adapted to the Northern European climate.

Sustainability is a key principle of the campaign. There is a strong focus on climate resilience, biodiversity and creating a green garden structure that remains attractive in every season. In doing so, We Love Conifers aims to demonstrate that conifers not only have aesthetic value, but also make a significant contribution to a future-proof living environment.