Flowers in the Experience Economy

Flowers represent the epitome of the “Experience Economy.” At a recent webinar by the Pantone Institute, hosted by the Produce Marketing Association, the color and culture gurus at Pantone made a major point that today’s consumers want the experience, they want the story, they want to feel a visceral connection to the products they buy.

What better vehicle to provide that experience than cut flowers? Flowers fit into the experience economy perfectly. Flowers continue to bloom and change after you’ve purchased them, adding a depth which few other purchases can offer. They are accessible and inclusive, whether you shop for flowers at your local farmer’s market, your neighborhood florist, Amazon.com or where you buy your groceries.

…sure, some flower lovers will just say, “Because they are pretty,” and this speaks to another facet of flowers and their role in society. They are pretty, people buy them for the simple unrefined beauty which they bring to our lives. This is enough. To buy flowers is a freeing experience, since all they need to do is look pretty, with no strings attached.

The other response which speaks to the experience of flowers is people saying, “I have more than one favorite.” Much like they are looking at their children, each is special and perfect and you simply cannot pick one. As flower growers, this is a good problem to have!

Another point from the Pantone/PMA webinar is that consumers are shifting from a position of “passive consumption” to “active participation” in the products they use, buy and share.

Read more at Sun Valley's Flower Talk blog