Plants & Flowers Foundation Holland presented its annual Green Industry Trends for 2027 at the World Horti Center in the Netherlands. The event, attended by marketers and other industry professionals, centred on a single overarching theme: Unravel, a reflection on the complexity and interconnectedness of today's world.
© Mirthe Walpot | FloralDaily.com
New general director Mariska Werring opened the session before handing over to trend analyst Aafje Nijman of Bureau Nijman + Van Haaster. Nijman set the tone with a clear message: trends do not emerge in isolation. "We don't start with a colour and build a story around it. The consumer has to be ready for it. And that always stems from the spirit of the times. How we feel determines what we look at, and therefore which flowers and plants appeal to us."
A world full of knots
According to Nijman, we are living in an era in which everything has become entangled. Geopolitical tensions, technological shifts, mental health pressures and physical resource scarcity are all intertwined. The question, she argued, is not whether these tensions exist, but how they can be unravelled.
The geopolitical dimension is among the most tangible. Political shifts and international instability are generating a growing sense of uncertainty among consumers. This uncertainty is driving a need for control and reassurance — a shift reflected in changing purchasing behaviour, with products such as emergency radios appearing among the most requested gifts.
The technological dimension is equally significant. Artificial intelligence is making it easier to generate images and ideas, but is also producing an excess of shallow content. Work-related pressure, doomscrolling and declining wellbeing among young people characterise the mental and professional dimensions. A growing scarcity of space, energy and raw materials adds a further physical layer.
These tensions resonate with consumers and form the foundation for emerging value trends.
© Mirthe Walpot | FloralDaily.com
From knots to direction
From this complex backdrop, Plants & Flowers Foundation Holland has identified four ways in which consumers are responding — and how each translates into a style trend for flowers and plants.
1. Coded for Greatness – cutting through knots
When certainty fades, people seek strength and clarity. Status, success and leadership become sources of stability. This response is reflected in the style trend Modern Grandeur: generous bouquets, bold colours such as red, and striking, sculptural arrangements. Rare plants function as status symbols, and orchids take on a marble-like quality. The overall aesthetic communicates ambition and decisiveness.
© Mirthe Walpot | FloralDaily.com
© Mirthe Walpot | FloralDaily.com
2. Activated Sympathy – preventing knots
A countermovement is also emerging. In a world that can feel harsh and polarised, the need for softness and human connection grows. Empathy and meaningful relationships take on greater importance. The concept of Sonder — the awareness that every person leads their own rich, complex life — captures this sentiment. The corresponding style trend, Crafted Colour Tales, features warm, cheerful and diverse compositions. Colour plays a prominent role, balanced by moments of calm and nuance. Craftsmanship and unexpected combinations are central.
© Mirthe Walpot | FloralDaily.com
© Mirthe Walpot | FloralDaily.com
3. Return to Balance – relaxing knots
As pressure increases, so does the desire to let go. Consumers seek authenticity, purpose and moments of stillness. Nature plays an important role here, alongside activities that restore energy — from gardening to creative pursuits. This translates into Green Brutalism: a trend defined by rawness and purity. Robust materials, coarse textures and an almost untamed aesthetic. Trailing plants as green curtains, organic forms and an emphasis on sensory experience.
© Mirthe Walpot | FloralDaily.com
© Mirthe Walpot | FloralDaily.com
4. Future Up – unraveling knots
Despite everything, optimism persists. Technology is increasingly viewed not as a threat but as an opportunity. Engaging with it playfully and intentionally opens space for innovation. This outlook is reflected in the style trend New Order: a combination of structure and lightness, featuring fresh colours and clear forms. It represents a new way of approaching products and presentation, with possibility at its core.
© Mirthe Walpot | FloralDaily.com
© Mirthe Walpot | FloralDaily.com
From spirit of the times to application
The 2027 Green Industry Trends illustrate how broad societal developments shape consumer behaviour. The tensions of the current era do not only create pressure, they also generate movement and opportunity. For the floriculture sector, these insights offer direction: a framework for connecting more effectively with what consumers feel, seek and need.
© Mirthe Walpot | FloralDaily.com
Whether the response is to cut through, prevent, release or unravel the tensions of the times, flowers and plants have a role to play in each.
For more information:
Plants & Flowers Foundation Holland
www.plantsandflowersfoundationholland.org
