Flowers represent our relationships – with ourselves, our friends, families and our environment. These relationships change as we move through our lives and as experience shapes our perspective. As a symbol of these relationships, the way flowers look and the role they play in our lives will change with the times and it’s important that we keep our ears to the ground in an attempt to anticipate how the floral industry can stay on trend. Trends are longer-term shifts in consumer behaviour and the trick is to be on the leading edge of an emerging trend. But how do we figure out where the market is going? It’s actually a cocktail of demographics and psychographics. In other words – which population groups are out there and where their heads are at. Keeping these two concepts in mind, here are five key relationship trends that will impact the floral industry in 2007 and beyond.
Our Relationship with Our Planet:
This is a major trend predicted to impact every business in the world. The 10 warmest years on record have all occurred in the last 15 years and Al Gore’s film An Inconvenient Truth has garnered attention, acclaim and potentially an Oscar. The “Clean Tech” market will grow to $150 billion US by 2015 from its current level of $10 billion. Clean Tech is about keeping the planet clean – profitably. Customers will look for bio-degradable packaging and containers that can be reused for other things as the media continues to focus on the need to reduce waste. Look for small changes you can make to your operation to support sustainability. Your customers will notice.
Our Relationship with Our Parents:
According to Statistics Canada, the number of Canadians older than 65 will grow from 3.6 million today to 5 million by 2011, and then climb to 9 million by 2031. The proportion of elderly Canadians will almost double from the current 12 per cent to 22 per cent by 2031. A University of New Jersey study found that senior citizens who received flowers experienced less depression and scored higher on memory tests than those who received no flowers. Flowers also appear to have a cumulative effect. The groups of seniors who received bouquets two weeks in a row had the most positive scores for mood and memory retention. More people than ever before will be caring for elderly parents. There will be more elderly people and they will be living longer – creating an extended old age. Look for ways to incorporate “floral therapy” programs into your offering.
Our Relationship with Ourselves:
The American Retail Federation reports that consumers spend about $600 US each on gifts for others during the holidays. They also will be spending another $100 to treat themselves. That's up from the $87 consumers spent on themselves last year. It’s also reported that 15 per cent of women send themselves flowers on Valentines Day. We’ve stopped waiting for a prince or princess in shining armor to sweep us off our feet – we’re taking care of our own needs. Consider arrangements and marketing campaigns that target the “treat yourself” segment. Magazines are automatically sent to our houses monthly when we order a subscription – why not create a floral subscription?
Our Relationship with Our Homes:
We’re investing in our homes at record levels and creating “travel-like” experiences within our own four walls. Hotel-envy is the buzzword in decorating. In-home spa treatments, hotel beddings and home entertainment centres all depict this trend. Clutter and conspicuous consumption are out and minimalism is in. Floral arrangements will have a Zen feel to them and present a simple, spa-like ambiance. Our desire for simplicity and honouring nature will manifest itself through the use of wicker, bamboo and natural hardwoods for furniture. Look for floral arrangements to boast lots of greenery as a showpiece (not just as a filler) and to incorporate more exotic elements. Purple is touted as the new pink and brown is the key neutral in shades of gourmet chocolate, cinnamon and tortoiseshell. Red as an accent colour will gain strength from the upcoming Olympics in Beijing. Orange came into vogue in the late ’90s and continues to be a strong player in shades of koi, coral and blood orange.
Our Relationship with Our Children:
Children of Baby Boomers are called Echo Boomers and they have more discretionary income than any generation before. YTV’s Tween Report claims that Canada’s 2.5 million “tweens” (8 to 14 years of age) spent some $1.7 billion of their own discretionary income (YTV 2002). But they also increasingly influence family purchases (up to roughly $20 billion), some of which are delegated to the tweens partly because of changing households (such as two working parents who are time-stressed). There are two-thirds as many Echo Boomers as there are Baby Boomers and the peak of the Echo Boom was 1990,28 meaning these kids are around 16 years old. Look for high school formals and proms to become a larger opportunity. The average 17-year-old spends $638 US, or more than $1,200 per couple, according to research by Conde Nast, which publishes Your Prom and Modern Bride magazines. “It’s definitely become a reliable, growing industry” said Wendy Liebmann, retail analyst. “Right now, it’s booming.” Ruffles, beads and lace will make prom-wear more ornate. Youth will continue to look to Hollywood and the red carpet to set their trends. With so many people entering their 20s and prime years for first marriage – weddings will gain strength as a floral occasion starting now through 2020.
Relationships are connections we have to the rest of the world. They define us and allow us to have ourselves reflected back – a kind of sanity check. Trend watching is more than just fodder for your next cocktail party. It’s an important way to inform your marketing strategy. After all, both flowers and relationships are living things of great beauty.
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