Written by
Sanne Sips
Everyone in the industry has an opinion about sustainability. But what do consumers actually think? Our research reveals something striking: most people consider flowers and plants naturally sustainable—they come from nature, after all.
It’s only when we start asking about water use or energy that doubt creeps in. “Oh, I hadn’t thought of that,” many people say. Sustainability, then, isn’t a carefully weighed judgment—it’s more of a feeling. A flower simply feels right, and often that’s enough.
If you specifically ask about crop protection, the picture becomes more complex. People mostly associate pesticides with “chemical” and “not great for bees or humans.” Yet for 75% of consumers, this isn’t a reason to buy fewer flowers.
In stores, this is reflected in behavior: many people choose a bouquet or a new plant based primarily on color, shape, and price. Only the true sustainability enthusiasts actively look for labels, while the much larger group thinks: “I’m happy with organic or locally grown, but it still needs to be affordable.”
Still, awareness is growing that “the greenery of flowers and plants” isn’t automatically “sustainable.” Younger consumers, in particular, wonder whether their purchases contribute to a better environment. But take note: they don’t want a lecture—they want trust. Simple signals help, like a short story about origin or just the assurance that the florist or retailer is doing things responsibly.
For the sector, this is an opportunity. Rather than communicating more, we should communicate better: fewer numbers, more meaning. Don’t explain how much energy is saved—explain why it matters. Show that thought has been given, that choices have been made, that someone is taking responsibility.
Consumers look with their hearts, not with calculators. If we can connect the emotion of flowers with the emotion of sustainability, something powerful emerges: pride. And that may be the most sustainable energy source we have.
