What peas & carrots have in common with the plus-size market

Last weekend, I planted my early seeds: peas, carrots, kale, and radishes. And I realized that gardening has a lot in common with nurturing the plus-size market.
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Growing up in rural Canada, my mom had a garden the size of a football field, while I now manage a 6x4 raised bed and assorted pots, ensuring a continuous bloom throughout the season.
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Maintaining this requires weekly dedication, assessing current growth to accommodate the next wave of seeds and plants until autumn.
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Many brands view plus-size as a temporary campaign, rather than an ongoing commitment. Yet, with 67% of US women wearing size 14 and above, this demographic is not niche — it's mainstream.

It's vital to integrate these customers across all aspects of your brand — in-store, online, marketing, team dynamics, and beyond. And yes, your resources for this segment are probably not the same as the standard sizes, but you still need to be creative and make space for it.
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Similar to plants needing water and sunlight, continuous engagement with this market is key for your brand's prosperity. Neglect of both plants and people leads to decline.
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How will you cultivate this segment to tap into their $1 trillion spending power? Who will champion this dialogue within your team?