Study compares flower consumption Generation X, Y & Baby Boomers

Which generation has the highest appreciation of flowers? What is the most common reason consumers give for purchasing? Which generation is most likely to use a florist? What are the biggest barriers to purchase? What are the two primary ways consumers like to receive floral information? These questions and more are answered in a new study resulting from a partnership between the Society of American Florists (SAF) and the American Floral Endowment (AFE).

An update to SAF's 2009 generational research, the 2016 Generations of Flowers Study was conducted by Russell Research and evaluates consumer perceptions, motivations and barriers to purchasing flowers among three generations: Generation Y, Generation X, and Baby Boomers. Funded by the Floral Marketing Research Fund, the study also evaluates trends compared to the original 2009 research.

Specific research objectives of the study included:

Measure appreciation and knowledge of flowers
Determine flower purchase behavior for self and gift giving
Understand purchase behavior and drivers by channel
Evaluate gift-giving occasions and the emotional component of giving and receiving flowers
Understand the relative importance of buying local in the overall purchase decision
Measure similarities and differences between generational segments.

"This study provides key insights for the floral industry on how consumers perceive flowers and plants, and practical advice on how to communicate effectively to specific target audiences," says Jennifer Sparks, SAF's V.P., Marketing, who oversaw the development and implementation of both 2009 and 2016 studies.

"With limited marketing dollars available, partnering with SAF on this important consumer research ensures the best use of resources and distribution," said AFE Chairman Gabriel Becerra.

Floral industry members can access the study on any of the following websites: safnow.org/GenerationsStudy
endowment.org/GenerationsStudy
fmrf.org/GenerationsStudy