How We Used Intuition and AI Research to Shape the “Grow” Campaign

The Grow Campaign began the way many powerful ideas do — with intuition.
After years of working closely with independent garden centers, we sensed that the word “grow” carried a unique kind of energy. It wasn’t just about plants; it was about people. It reflected transformation, connection, and the simple joy of nurturing something — whether that’s a flower, a family, or a sense of peace.

To validate that instinct, we turned to AI-driven market research through PrxyAI, using quiet listening across social media platforms, Reddit threads, and X posts. The data confirmed our hunch: in the Home & Garden space, “grow” appeared in 35–45% of all user-generated content, making it one of the most emotionally charged and identity-driven words in the category.

People weren’t just talking about plants.

“We finally have room to grow.”
“I want a home that grows with me.”
“Watching my kids grow in the garden makes me feel grounded.”

These weren’t statements about tasks — they were reflections of life in motion.

🌻 Why We Chose “Grow,” Not “Garden”

When we compared the language, one key insight stood out. “Garden” — as both a noun and a verb — often carries the feeling of work. It can imply time, effort, and responsibility. For some, it even feels age-defined — a pastime or routine rather than a journey.

“Grow,” on the other hand, is active yet effortless. It’s inclusive. It speaks equally to a young parent planting herbs on a balcony and a retiree tending roses in their backyard. It conveys movement and meaning without the weight of maintenance. “Garden” is something you do. “Grow” is something you become.

That distinction became the cornerstone of the campaign — positioning “grow” as a word that captures both the literal and emotional dimensions of modern gardening.

🌿 Why I Grow

This pillar explores the emotional why behind gardening — the reasons people are drawn to nurture life. For some, it’s about calm and creativity; for others, it’s about sustainability, family, or wellness.

🌱 How I Grow

This pillar reflects the how — the tools, choices, and learning that empower growth. Supported by the Sunrise Marketing app platform, customers receive personalized tips, reminders, and guidance designed to make growth feel natural and rewarding.

🌸 What I Grow

The third pillar celebrates the what — the visible outcome of time, care, and curiosity. From herbs to houseplants, flowers to food, What I Grow honors the satisfaction of creating something beautiful and alive.

Together, these storylines invite every gardener — no matter their age or experience — to connect with growth in their own way.

The Grow Campaign represents the perfect blend of intuition and intelligence: born from human insight, reinforced through data, and brought to life through technology. It’s not about the work of gardening — it’s about the joy of growth. Learn more about the program >