A growing focus on home life and the way time at home is spent is calling for an update in the services consumers need under their roof. Whether caring for extended “family” or making each day a little easier, there is a growing demand for extra care around the house.
From plant nannies to life concierges, new demands around the home evolves traditional domestic help.
As millennials and gen Zers continue to defer traditional family plans, their attention is focused in on their precious household greenery. When they’re away? Plant nannies come to save the day. “Plants are the new pets,” Brandon Barnett, co-founder of Nerdy Plant Co., told The New York Times. His company out of Atlanta offers regular scheduled services for clients who want help caring for their often extensive house plants. Catherine Horwood, author of Potted History: How Houseplants Took Over Our Homes, told the Times that houseplants have become “part of the family and you are making this cocoon of greenery in your own space.”
Having ease in the home and during travel are worth an extra cost for many consumers. EasyJet Holidays started offering a limited-edition ‘Life Admin Concierge Service’ this year, which includes 10 hours of complimentary personal assistant support while customers are on their vacation, allowing for stress-free time away. EasyJet’s chief commercial officer, Paul Bixby said in a release, “we believe that everyone deserves a brilliant holiday, free of the stresses of life admin at home. Our concierge offering is designed to make that vision a reality.”
Meanwhile, Airbnb’s super concierge services now offer above-and-beyond experiences to make each guest’s stay an elevated and bespoke. For events aside from travel, the luxury concierge app Perfect.Live streamlines users’ ability to plan events, schedule treatments, and find unique activities in their area.
In China, the demand for domestic help is at an all-time high according to a China Daily June 2025 publication. This in turn is creating more jobs and companies in this space are finding ways to differentiate themselves. Beijing-based life services platform 58.com have launched more than 200 training bases in China to ensure high standards, services include home management, deep cleaning and clutter control.
The home is evolving as are the services that come with it and the overall consensus is people are seeking more help. Even King Charles recently announced a need for increased home assistance around his Sandringham Estate. New home services addressing the modern consumer’s needs is on the rise and people are willing to pay for it.
Main image: Nerdy Plant Co. Courtesy of Emily Wang, ewangphotography
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