Floral Marketing Fund

Apr 29, 2024
Floriculture industry members can help FMF study

A new study facilitated by the Floral Marketing Fund (FMF) and cosponsored by BloomNet and Syndicate Sales explores sustainable floral design practices.

The research study, “​​Perceptions of environmentalism and the use of sustainable floral design practices within the floral industry,” has launched under the direction of the Floral Marketing Fund (FMF), in partnership with researchers at Mississippi State University (MSU) and Texas State University (TSU).

The FMF study is in cooperation with the American Floral Endowment (AFE) and co-sponsored by floral industry companies, BloomNet, a floral services provider, and Syndicate Sales, a floral hardgoods supplier.

Floral Marketing Fund
Floral Marketing Fund

The main objectives of the study are to explore the scope of sustainable practices currently being incorporated into retail floral businesses, understand perceived barriers, determine current feedback and questions that retailers are fielding from consumers on sustainable practices, and find opportunities for improved resources and education to fill any existing gaps.

Participate in this important study today by sharing your experiences and input! The survey is open to retail professionals who work within the floral industry as floral designers (someone who arranges fresh cut, dried, and silk flowers and greenery to make decorative displays) and/or individuals who own or manage a retail floral business. Take the quick 5-10 minute survey by May 18, 2024.

Take the Survey!

The sustainable practices being explored in the study include buying fair-trade local and organically grown flowers; recycling flower waste and cardboard; using energy-efficient light bulbs, floral coolers, and/or electric vehicles; and reducing the use of plastic sleeves and floral foam. This study will provide meaningful insights to retail floral providers on current practices, branding and marketing of those practices, and understanding any barriers for future research and resources. The results will inform floral industry professionals on how they can adjust their business models to exchange both their sustainability and profitability.

This new study takes a deeper dive following the release of the initial study “U.S. consumer perceptions & willingness to pay for sustainable environmental practices in the floral industry,” which was focused on consumer insights with regard to sustainability in the floral industry. This secondary study will build on those results and bring in the perspectives of floral industry professionals. The initial research was also facilitated by the FMF, BloomNet and Syndicate Sales showing their ongoing commitment to supporting these vital programs.

The Floral Marketing Fund represents a community of floral industry organizations and leaders, collaboratively supporting and funding floral marketing efforts, consumer research, and promoting the emotional wellness and health benefits to increase consumer consumption of flowers and plants. Past studies and ways to get involved can be found at floralmarketingfund.org.

For more information, questions about the study, or to get involved, contact the Floral Marketing Fund at info@floralmarketingfund.org.