Sustainable? Yes — but what do we actually mean by that?

It’s only when we ask about water use or energy consumption that doubt begins to surface. “Oh right, I hadn’t thought about that,” many people say. Sustainability, then, is not so much a considered judgement as it is a feeling. A flower feels good — and that is often enough.

When we ask explicitly about crop protection, the picture becomes more ambiguous. People mainly associate pesticides with being “chemical” and “not so good for bees and people.” However, for 75% of consumers, this is not a reason to buy fewer flowers.

You can see this reflected in-store. Most people choose a bouquet or a new plant primarily based on colour, shape and price. Only the real sustainability die-hards actively look for labels, while the much larger group thinks: “I’m happy to choose organic or locally grown — as long as it remains affordable.”

Still, awareness is growing that the “green” of flowers and plants does not automatically mean “sustainable.” Younger consumers in particular are questioning whether their purchases contribute to a better environment. But take note: they don’t want a lecture, they want trust. Simple signals help — for example, a short story about origin, or simply the reassurance that the florist or retailer has taken care of it properly.

For the sector, this presents an opportunity. Rather than communicating more, we should communicate better: fewer figures, more meaning. Not explaining how much energy has been saved, but why it matters. Show that thought has gone into it, that choices have been made, that someone is taking responsibility.

Consumers look with their hearts, not with calculators. When we manage to connect the emotion of flowers with the emotion of sustainability, something powerful emerges: pride. And that may well be the most sustainable energy source we have.