THE NEW AESTHETICS OF NATURE: COMMUNICATION AND MARKETING PERSPECTIVES ON THE TREND OF WILD AND NATURALISTIC GARDENS
Abstract
In recent years, landscape design has witnessed a growing shift towards the
creation of wild and naturalistic gardens that prioritize ecological authenticity and minimal human intervention. This trend, often referred to as “the new aesthetics of nature,” reflects not only a change in design philosophy but also an evolution in environmental communication and green marketing. The study explores how the aesthetics of wilderness are used as tools for promoting sustainable lifestyles and reconnecting people with nature. By combining design theory, visual communication, and marketing analysis, the research investigates how natural garden concepts are represented in media, branding, and public discourse. The paper argues that wild gardens have become a powerful medium of environmental storytelling conveying messages of balance, biodiversity, and ecological awareness. Through the use of visual metaphors, sensory experience, and emotional
engagement, landscape architects and brands alike are reshaping public perception of beauty and responsibility in the contemporary natural environment.
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Copyright (c) 2026 Elisa Vețan, Ana-Maria Bianca Ciocodău, Rebeca Alessia Radu, Timeea Peter, Anka Roxana Pascariu
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LUCRĂRI ȘTIINȚIFICE MANAGEMENT AGRICOL
ISSN print 1453-1410
ISSN online 2069-2307
(former ISSN 1453-1410, E-ISSN 2069-2307)
PUBLISHER: AGROPRINT Timisoara, Romania
PAPER ACCESS: Full text articles available for free
FREQUENCY: Annual
PUBLICATION LANGUAGE: English
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Banat`s University of Agricultural Sciences and Veterinary Medicine “King Michael I of Romania” from Timisoara
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