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Juliet Bennett Rylah

November 7, 2023

thehustle.co

{% if contact.referral_count < 3 %}

{% elif contact.referral_count > 3 and contact.referral_count < 5 %}

{% elif contact.referral_count > 5 and contact.referral_count < 10 %}

{% elif contact.referral_count > 10 and contact.referral_count < 15 %}

{% elif contact.referral_count > 15 and contact.referral_count < 25 %}

{% elif contact.referral_count > 25 and contact.referral_count < 50 %}

{% elif contact.referral_count > 50 and contact.referral_count < 100 %}

{% elif contact.referral_count > 100 and contact.referral_count < 250 %}

{% else %}{% endif %}

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The Federal Trade Commission estimates Americans lost a combined $2.7B to social media scams between January 2021 and June 2023. What’s really staggering is how much it undershoots the real economic impact of these scams — just imagine how many hours of productivity this nation has lost to MTV’s “Catfish” during that span.

In today’s email:

Office plants: Taking care of your cubicle cactus is a budding biz.
Digits: The return of NYC’s nightlife, a shortcut to making 687 pumpkin pies, and more newsy numbers.
Around the web: The spooky statue that wasn’t, how to write better job descriptions, and more.

Listen: The rising “plantrepreneurship” trend heads to corporate HQs.

The Big Idea

A variety of green plants in white and beige pots on a blue and gray background.

Caring for the office’s finicky Ficus is now a thriving industry

Do you ever wake up screaming, haunted by the ghosts of all the houseplants you’ve killed?

Plants can prove harder to manage than even the worst employees: Too much water — dead. Not enough light — dead. An hour late on the fertilizer? Super-duper dead.

And in the return-to-office tug of war, it’s the poor, forgotten fiddle leaf figs that are left to fend for themselves in icy cold AC.

But now, businesses are bringing plant caretakers to the office. As The New York Times puts it: It’s like HR… for plants.

Greenery NYC designs and maintains plant installations for its clients.
Also in New York, My City Plants installs and cares for office plants, helping clients choose greenery that will thrive in their space.

These companies, beyond installing and maintaining plants, also offer design services to beautify office spaces.

Greenery NYC — an offshoot of a six-figure retail business — supplies plants for clients such as Etsy, Bank of America, Netflix, and Google.

It’s all part of a growing trend

Research shows that even small doses of nature can help employees feel happier and boost performance.

And people don’t just want to be surrounded by greenery at the office — companies that sell houseplants are also thriving:

There’s The Sill, a popular site that’s helped make plants modern, trendy, and ecommerce-friendly.
Bloomscape lets customers shop for everything from pet-friendly plants to full-grown trees.

Plus, living walls and indoor farms are having a moment in the grow light.

With the blooming industry…

… come workers eager to get their hands dirty.

Greenery NYC has seen a rise in applications, and Brooklyn Botanic Garden has experienced increased interest in its horticulture certificate program, which now has a waitlist, per NYT.

And there might even be a hot new job title hitting LinkedIn soon: Nick Cutsumpas, AKA Farmer Nick, has dubbed himself a “plantrepreneur.”

Free Resource

Free Excel marketing templates

Hey — we’re not advocating anything.

We’re not saying you should download these spreadsheets and present them as your own at your next big meeting.

That is why they’re here, though. We use top models to keep business operations spick-and-span, and now they’re yours.

10 essential templates:

Marketing budgets
Blog and social content calendars
On-page SEO
Google Ads strategy
Service-level agreements (SLAs)
And much more

Next week on Zoom, Jimmy will unmute for the first time in months to say, “That’s an excellent spreadsheet.” We won’t say a word.

Clean sheets for marketers →

TRENDING

Move over, Blumhouse? Jack in the Box debuted Feeding Time, a horror short promoting its new Angry Monster Tacos: a spicier, red-shelled version of the chain’s Monster Tacos. The 7.5-minute thriller features a bloodthirsty taco truck, a forgotten ‘90s banger, and a dash of karma.

SNIPPETS

It’s done: Microsoft finally closed its $68.7B takeover of Activision Blizzard, acquiring popular franchises including “Call of Duty,” “World of Warcraft,” and “Diablo.” Microsoft is now the third-largest gaming company in the world by revenue.

Kaiser Permanente and health care worker unions representing 85k staff reached a tentative deal that includes a 21% wage increase over four years to help retain employees.

Hello, old friend: Elon Musk’s X Corp. received its first formal complaint from the National Labor Relations Board for an alleged retaliatory firing. This is old hat for Musk; a quick search of the NLRB case database shows 17 open cases against Tesla.

Best Buy will stop carrying physical media including DVDs and Blu-rays in early 2024 to create “space and opportunity” for “new and innovative tech.” It will still stock video games.

Netflix is opening two “Netflix House” brick-and-mortar locations by 2025, where customers can eat, drink, buy merch, and attend events and installations based on its most popular shows.

Ford Motor recalled ~238k Explorers over a defect that could cause the vehicles to roll away if the parking brake is not engaged. The affected models, from 2020 through 2022, have been discontinued.

Damn you, inflation: Girl Scout cookies in some regions will see price increases, from $5 to $6-$7, to cover rising production costs. They still expect to sell ~200m boxes annually in the US, enough to outsell Oreos.

Halloween helper: Mars Wrigley and Gopuff are partnering to offer free M&M’s delivery on Oct. 31 for any household that fears it may run out of trick-or-treating candy.

Why, though? We usually take weird craft beer collabs with a pinch of salt, but never expected to do it literally — Illinois craft brewer Alter Brewing teamed with Morton Salt on an IPA that carries a “noticeable punch of salt.” Pass.

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By the Numbers

A collage of images on a pink background, including a white toilet, a pumpkin, a cup of coffee, a salad, and a group of four young people clinking alcoholic beverages.

That’s one heck of a gourd, a $122m plumbing problem, and more newsy numbers

11%: The increase in late-night (11pm-5am) spending in New York City compared to pre-covid levels, per Mastercard. Meanwhile, Resy data shows 5pm is the fastest-growing dinner reservation time across the US, with 7pm, 8pm, and 9pm reservations having dipped compared to 2019. (Perhaps people are taking more post-dinner, pre-going out naps than ever?)

2,749 pounds: The new world record for heaviest pumpkin, set by Travis Gienger, a horticulture teacher from Anoka, Minnesota, and winner of the 50th World Championship Pumpkin Weigh-Off in Half Moon Bay, California. For this feat, Gienger received a $30k prize. Also of note: You could make 687+ pies with this massive gourd.

$51: Average amount workers who’ve returned to the office spend per day on things like coffee, meals, parking, and commuting, according to a report from Owl Labs. This figure increases to $71/day for those who need pet care, and drops to $36/day for those who work from home.

~300k: Blockages that UK water companies fix per year due to plastic wet wipes people flush down the toilet, which can merge with oil and create pipe-blocking “fatbergs.” The government is considering banning such wipes, potentially saving water companies $122m annually.

AROUND THE WEB

On this day: In 1923, Walt Disney and his brother Roy founded the Disney Brothers Cartoon Studio, known today as the Walt Disney Co.

How to: Jobs have evolved. Here’s how to write 😀 job descriptions that reflect that.

Podcast: On The Science of Scaling, Atlassian’s Kevin Egan joins host Mark Roberge to discuss putting the seller in the buyer’s shoes, why you probably need a renaissance rep, and more.

That’s interesting: The time an Indonesian city fought against the erection of a 300-foot statue of an angry ghost.

Aww: Aaahh!! Cute monsters!

MEME

Who needs to pay for a haunted house when there’s Zillow? (Link)

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Today’s email was brought to you by Juliet Bennett Rylah and Sara Friedman.
Editing by: Ben “Hardly waters himself, let alone his plants” Berkley.

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