Feb 28, 2025

Floral industry groups partner on consumer research

he Floral Marketing Fund and CalFlowers have formed a three-year partnership to support the floral industry through consumer research and marketing initiatives. CalFlowers will contribute $50,000 annually to advance research aimed at increasing consumer engagement with flowers and plants.

The Floral Marketing Fund focuses on collaborative fundraising, research and marketing to boost flower sales. This partnership will enhance its ability to conduct projects that support industry growth.

“We are thrilled to have CalFlowers as a key partner in our vision to foster floral industry growth and inspire everyday purchasing of fresh flowers and plants,” said Laura Shinall, chairman of the Floral Marketing Fund and managing partner of FreshPath Marketing.

As part of the collaboration, CalFlowers will co-sponsor the fund’s consumer study, “Understanding Generation Z Consumers’ Engagement with Flowers,” alongside FTD. The research examines what motivates Generation Z to buy flowers, the role of social media in purchasing decisions and how flowers contribute to mental well-being.

CalFlowers has a history of supporting industry initiatives, including the “That Flower Feeling” marketing campaign, which promotes the wellness benefits of flowers.

The Floral Marketing Fund encourages industry professionals to stay engaged and support future research efforts aimed at strengthening the floral market.

To learn more about the FMF and access consumer research, webinars, and marketing efforts, visit www.floralmarketingfund.org.
For additional information about CalFlowers, visit www.cafgs.org.