Generosa

Generosa is a startup with a mission to revolutionise how we care for plants in our homes. Generosa’s sustainable plant care products are good for the environment and make plant care easy and more fun, empowering people to keep their plants alive and to contribute to a better world by reducing carbon emissions and promoting a more sustainable lifestyle (in line with Sustainable Development Goals 11 and 13). Generosa is offering an innovative product line, circular-economy based, as it is made with natural by-products ingredients and upcycled materials.
Generosa is tapping into the millennial consumer segment as they account for 42% of all gardening-related purchases. The global garden consumables market is expected to reach €189,10 billion by 2027, and the European market is served by three major players that share 60% of it. These companies are not focusing on creating products that are tailored to millennials, who are looking for sustainable products to match responsible consumption (in line with SDG 12) and home living trends. These players lack innovation in how they present their products to millennials, not using digital marketing, social media, and other new technologies to reach younger generations. This represents an enormous opportunity to innovate. Generosa is creating sustainable products that are more visually appealing, have a more modern design, and are more user-friendly, leveraging digital marketing and social media platforms to engage with younger consumers and build relationships with them.