Food: "Victory gardens," once a wartime necessity, now a TikTok trend
- InsightTrendsWorld
- Apr 1
- 10 min read
Why it is the topic trending:
Soaring Grocery Bills and Economic Uncertainty: The rising cost of groceries and an unstable economic outlook are pushing people to seek alternative food sources and cost-saving measures.
Resurgence on Social Media: Platforms like TikTok and Instagram are playing a crucial role in popularizing gardening, particularly among younger generations, with hashtags and how-to videos gaining significant traction.
Nostalgia and Inspiration from the Past: People are looking back to the "Victory Gardens" of World Wars I and II as a model for self-sufficiency and resilience during challenging times.
Shifted Motivation from Patriotism to Empowerment: While historical "Victory Gardens" were driven by patriotic duty, the modern trend is fueled by dissatisfaction with the current food system and a desire for personal control.
Grassroots Movement: Unlike the government-led initiatives of the past, the 2025 "Victory Garden" movement is being driven by individuals and social media creators.
Overview:
The article discusses the resurgence of "Victory Gardens" in 2025, drawing parallels to their historical significance during wartime. This modern revival is fueled by economic concerns, dissatisfaction with the food supply chain, and a desire for self-sufficiency. Unlike the patriotic, government-led efforts of the past, the 2025 trend is a grassroots movement gaining momentum on social media, particularly among younger generations who are rebranding the concept as "Seeds of Rebellion."
Detailed findings:
Grocery bills are soaring, and the economic outlook is uncertain, prompting people to seek alternative solutions.
"Victory Gardens," popular during the World Wars, are experiencing a comeback on social media platforms like TikTok and Instagram.
The historical "Victory Garden" movement in the early to mid-20th century was a government-led initiative to support troops during wartime.
The modern "Victory Garden" movement is grassroots, driven by dissatisfaction with food prices, quality, and the food supply system, as well as government dysfunction.
Social media creators are leading this resurgence, sharing how-to guides and building a community around home gardening.
A 2025 study indicates that nearly 40% of respondents plan to invest more in their gardens, with younger generations (Gen Z and Gen Y) leading this trend.
For many, modern gardening is also seen as an act of political resistance and taking back control in an uncertain world.
There's a movement to rebrand "Victory Gardens" as "Seeds of Rebellion" to better reflect the current motivations.
The trend is compared to the sourdough baking trend during the early days of the COVID-19 pandemic, representing a tangible action people can take in times of stress and uncertainty.
Beginner gardeners can start with minimal investment by volunteering at community farms or joining community gardens.
Motivations include wanting healthier food options, making a political statement, and being tired of large corporations.
People are also seeking food security, aiming to spend less money in the long term, and desiring a hobby that is not overly expensive.
Key takeaway:
The modern resurgence of "Victory Gardens," or "Seeds of Rebellion," is a grassroots movement driven by economic anxieties, dissatisfaction with the food system, and a desire for self-sufficiency and control, particularly among younger generations who are finding inspiration and community through social media.
Main trend:
Homegrown Resilience
Description of the trend (please name it):
The Backyard Autonomy Movement: This trend describes the increasing number of individuals and families turning to home gardening as a way to gain greater control over their food sources, reduce reliance on the conventional food system, and build a sense of self-sufficiency in the face of economic uncertainty and perceived systemic issues. It's characterized by a practical approach to food production combined with elements of social activism and a desire for greater personal independence.
What is consumer motivation:
Economic Relief: Saving money on increasingly expensive groceries.
Food Security: Gaining a more reliable source of fresh produce amidst concerns about the food supply chain.
Improved Food Quality: Accessing healthier, fresher, and potentially organically grown food.
Empowerment and Control: Taking tangible action and regaining a sense of control over a fundamental aspect of life.
Political Expression: For some, it's a form of resistance against perceived government or corporate failings.
Stress Relief and Hobby: Engaging in a rewarding and potentially therapeutic activity.
What is driving trend:
Rising Cost of Living: Inflation and increasing food prices are making home gardening a more attractive economic option.
Concerns about Food Supply Chain: Disruptions and anxieties surrounding the availability and quality of mass-produced food.
Social Media Influence: Platforms like TikTok and Instagram are making gardening accessible, appealing, and social, especially to younger demographics.
Increased Awareness of Food Systems: Growing understanding of the complexities and potential vulnerabilities of the global food system.
Desire for Sustainable Practices: Alignment with values of local production and reducing environmental impact.
What is motivation beyond the trend:
Beyond the immediate practical and economic benefits, the modern "Victory Garden" movement reflects a deeper human desire for self-reliance, connection to nature, and a sense of community. It taps into a primal instinct to provide for oneself and one's family, fostering a feeling of agency and resilience in an increasingly complex world.
Description of consumers article is referring to:
Age: The trend is significantly fueled by younger generations, particularly Gen Z (under 28 in 2025) and Gen Y (28-43 in 2025). However, the historical reference suggests interest across age groups.
Gender: The article features women as examples leading the movement on social media, but it's likely that both genders are participating in home gardening.
Income: The motivation of saving money on groceries suggests that individuals and families across various income levels might be drawn to this trend, especially those feeling the pinch of rising costs. The mention of low-cost seeds and volunteering at farms indicates accessibility for those with limited financial resources.
Lifestyle: Individuals and families who are becoming increasingly conscious of economic instability, food quality, and potentially political issues. They are likely engaged with social media and seeking tangible ways to improve their well-being and exert some control over their circumstances. They may be beginners to gardening or individuals with prior experience looking to reconnect with this practice.
Conclusions:
The resurgence of "Victory Gardens" in 2025 is a significant trend driven by a confluence of economic anxieties, concerns about the food system, and a desire for personal empowerment. Social media is playing a vital role in mobilizing younger generations, who are giving the movement a contemporary spin. This trend reflects a broader societal shift towards greater self-sufficiency and resilience in uncertain times.
Implications for brands:
Gardening Supply Retailers: Huge opportunity to capitalize on increased demand for seeds, tools, soil, and gardening advice. Focus on accessibility for beginners and engage with social media trends.
Food Retailers: May see a shift in consumer spending as more people grow their own produce. They might need to adapt by highlighting local sourcing, organic options, or even offering gardening-related products.
Home and Lifestyle Brands: Can tap into the aesthetic and lifestyle aspects of gardening, offering related products like outdoor decor, canning supplies, and educational content.
Social Media Platforms: Can further support this trend by enhancing features that facilitate gardening communities and information sharing.
Implication for society:
Increased Food Self-Sufficiency: Could lead to a greater proportion of the population growing some of their own food.
Strengthened Community Bonds: Community gardens and shared gardening knowledge can foster social connections.
Greater Awareness of Food Systems: May lead to increased public interest in food production, sustainability, and local agriculture.
Potential for Reduced Food Waste: Growing what you need can minimize food waste at the household level.
Implications for consumers:
Cost Savings on Groceries: Potential to reduce household expenses on fresh produce.
Access to Fresher, Healthier Food: Opportunity to consume higher-quality, homegrown fruits and vegetables.
Development of New Skills and Hobbies: Engaging in a rewarding and educational activity.
Increased Sense of Accomplishment and Well-being: The satisfaction of growing one's own food can be significant.
Greater Connection to Nature: Provides an opportunity to engage with the natural world.
Implication for Future:
The "Victory Garden" trend is likely to continue growing as long as economic uncertainty and concerns about the food system persist. It could evolve into a more mainstream lifestyle choice for a significant portion of the population, particularly if supported by accessible resources and a strong online community. The "Seeds of Rebellion" rebranding might also gain wider acceptance, reflecting a longer-term shift in consumer attitudes towards food and self-reliance.
Consumer Trend (name, detailed description):
Neo-Homesteading: This trend involves a growing number of people adopting practices traditionally associated with self-sufficient living, such as gardening, preserving food, and basic DIY skills. Driven by a desire for greater resilience and independence, this modern take on homesteading integrates traditional knowledge with contemporary tools and online communities.
Consumer Sub Trend (name, detailed description):
Social Gardening: Fueled by platforms like TikTok and Instagram, this sub-trend highlights the social and community aspects of gardening. It involves sharing tips, progress, and harvests online, fostering a sense of connection and collective learning among gardeners, especially beginners.
Big Social Trend (name, detailed description):
The Quest for Resilience: In an era marked by economic volatility, environmental concerns, and social uncertainties, there's a growing societal trend towards building personal and community resilience. This involves individuals taking proactive steps to become more self-sufficient, prepared, and adaptable to challenges.
Worldwide Social Trend (name, detailed description):
Localism and Self-Reliance: Globally, there's an increasing interest in local production, supporting local economies, and reducing reliance on globalized systems that can be vulnerable to disruptions. This trend manifests in various ways, including the growth of farmers' markets, community-supported agriculture, and a renewed interest in personal self-sufficiency.
Social Drive (name, detailed description):
The Desire for Agency and Control: Faced with large-scale challenges and feelings of powerlessness, individuals are seeking out ways to exert agency and gain control over aspects of their lives. Growing one's own food is a tangible way to achieve this in relation to a fundamental human need.
Learnings for brands to use in 2025 (bullets, detailed description):
Emphasize Value and Practicality: Highlight how gardening products can help consumers save money and ensure a reliable source of fresh food.
Focus on Beginner-Friendliness: Recognize that many new gardeners are entering the market and provide accessible resources, guides, and starter kits.
Leverage Social Media: Engage with the online gardening community, particularly on platforms like TikTok and Instagram, and collaborate with gardening influencers.
Tap into the "Seeds of Rebellion" Narrative: Acknowledge the motivations beyond just gardening, such as empowerment and a desire for change, in your messaging (while being mindful of potential sensitivities).
Offer Solutions for Small Spaces: Cater to urban and apartment dwellers with products and advice for container gardening and vertical farming.
Promote Community and Sharing: Facilitate connections among gardeners through online forums, local events, or partnerships with community gardens.
Strategy Recommendations for brands to follow in 2025 (bullets, detail description):
Develop Affordable and Accessible Starter Kits: Create bundled packages containing essential seeds, soil, and tools at an attractive price point for beginners. Include easy-to-follow instructions and online support.
Create Engaging Social Media Content: Produce short, informative videos and visually appealing content for platforms like TikTok and Instagram showcasing gardening tips, project ideas, and the benefits of homegrown food. Utilize relevant hashtags like #victorygarden and #seedsofrebellion.
Partner with Gardening Influencers: Collaborate with popular gardening content creators to promote your products and reach a wider audience of both experienced and novice gardeners. Offer exclusive discounts or bundles to their followers.
Offer Educational Workshops and Resources: Host online or in-person workshops for beginner gardeners covering topics like seed starting, basic care, and pest control. Provide free downloadable guides and resources on your website.
Support Community Gardening Initiatives: Sponsor or partner with local community gardens to increase brand visibility and demonstrate a commitment to local food systems. Offer discounts to community garden members or donate supplies.
Final sentence (key concept) describing main trend from article:
Amidst economic uncertainty and food system concerns, individuals are reclaiming a sense of control and resilience by reviving the practice of home gardening, now energized and amplified by social media.
What brands & companies should do in 2025 to benefit from trend and how to do it:
In 2025, brands and companies in the gardening, food, and lifestyle sectors should actively engage with the resurgence of "Victory Gardens" by providing accessible resources, affordable products, and connecting with the online gardening community. They can benefit by:
Creating value-driven product offerings: Focusing on affordability and practicality for new gardeners.
Building a strong online presence: Engaging with consumers on social media platforms where the trend is thriving and providing helpful, engaging content.
Fostering community connections: Supporting local gardening initiatives and creating opportunities for gardeners to connect and share knowledge.
Aligning with consumer motivations: Recognizing and addressing the underlying desires for self-sufficiency, food security, and a sense of control in their marketing and product development.
Final note:
Core Trend:
Name: Backyard Autonomy
Detailed Description: Individuals are increasingly seeking greater control over their food sources and a sense of self-sufficiency through home gardening.
Core Strategy:
Name: Empowering the Beginner Gardener
Detailed Description: Brands should focus on providing accessible, affordable, and easy-to-understand resources and products to support the influx of new gardeners driven by this trend.
Core Industry Trend:
Name: Democratization of Food Production
Detailed Description: The rise of home gardening, fueled by social media and economic factors, represents a move towards individuals taking a more active role in producing their own food.
Core Consumer Motivation:
Name: Seeking Security and Control
Detailed Description: Consumers are motivated by a desire for greater food security, economic relief, and a sense of personal control in the face of perceived systemic uncertainties.
Final Conclusion: The revival of "Victory Gardens" in 2025 presents a significant opportunity for brands to connect with a growing segment of consumers who are motivated by a desire for self-reliance and are finding inspiration and community through home gardening, particularly younger generations on social media. Brands that can provide accessible and value-driven solutions while tapping into the underlying motivations of this trend are poised for success.
Core Trend Detailed:
Name: Backyard Autonomy
Detailed Summary: The "Backyard Autonomy" trend describes the growing movement of individuals and families embracing home gardening as a means of achieving greater independence and control over their food supply. This trend is a direct response to concerns about rising grocery costs, the reliability and quality of the conventional food system, and a general desire to be more self-sufficient. Unlike the historical "Victory Gardens" which were primarily a patriotic endeavor, this modern iteration is driven by a more personal and practical need for resilience in the face of economic and societal uncertainties. It is characterized by a hands-on approach to food production, ranging from small-scale herb gardens to more extensive vegetable plots, often undertaken by individuals with varying levels of gardening experience. The trend is significantly amplified by social media platforms, where individuals share tips, successes, and the overall experience of growing their own food, fostering a sense of community and making the practice more accessible to newcomers. The "Backyard Autonomy" movement represents a tangible way for people to take action, build skills, and gain a greater sense of security and control over a fundamental aspect of their lives – the food they eat.
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