Growing Your Business

I've alluded to the need for catering to the new generation of consumers previously. 

We are seeing a downturn in the floral industry that can be changed. For years, we have "done it this way", favouring our own style and flower preferences. To grow, we must change our way of thinking from what we like, to what our consumer would like. Our aging market is now a new, youthful buyer, with their own preferences and style. They want their floral gifts to be a representation of who they are - environmentally conscious, with an eye for artisan, homemade, do-it-yourself styling. Choices have more to do with texture and colour, than a variety of flower.  The design has less to do with a formal style and more to do with the feeling it imbues. They are ordering on-line and want fast 'NOW' delivery. 

We see close to 80% of these purchasers being women in an industry being lead predominantly by men. There is a shift from store front locations to warehouses and in-home outlets, with on-line businesses making their presence known.  The new generation views our 40% waste average as excessive and looks at changing this by purchasing locally grown seasonal flowers instead of traditional imported varieties.  They prefer earth friendly packaging to the usual, handy plastic bags.  Even if these alternatives may create just as much manufacturing waste and energy consumption, they are viewed as acceptable because they are biodegradable and will sooner than later decompose.

We need to change our focus and be the teachers, trainers, and instructors this new generation requires, offering classes and not being afraid to share our knowledge with consumers. In many cases, they may become our future generation of florists.