International Floral Distributors, Inc (IFD) is a consortium of 12 floral distributors with 47 locations across the United States providing quality fresh flowers and florist supplies to leading floral decorators, designers, and retailers. International Floral Distributors has published Flower Trends Forecast annually since 2009 as part of their commitment to keeping today’s flower designers informed as to current wedding and event flower trends. Flower Trends Forecast is a service of International Floral Distributors, and is committed to studying the many factors that influence consumer floral purchases. This year’s trend is Petals with Purpose.

What is Petals with Purpose?

This trend emphasizes the importance of social responsibility within the floral industry, showcasing how floral businesses can have a positive impact on their communities. 

From ethical labor practices to cause marketing initiatives, discover how “Petals with Purpose” is inspiring the floral industry to align with consumer preferences for brands that make a difference. Join us as we explore how each bloom can sow seeds of positive impact and societal change.

• 70% of people believe brands have a responsibility to positively impact the world. 
  – Home and Interiors Macro Trends 2023 (from WGSN)

• Consumers expect companies and business leaders to address and solve macro socio-environmental challenges, with 68% of those surveyed saying CEOs should step in when the government does not fix societal problems. 
  –Sustainability Strategies 2023 (from WGSN)

• According to a survey of 27,000 people from 27 international markets, one in three expect businesses to be an active part of the solution to global societal and environmental issues. 
  – BBMG x GlobeScan survey

• High-purpose brands will double their market value more than four times faster than low-purpose brands. 
  –IR Magazine 2020 Corporate Study

• 71% of Gen Z consumers said their impression of a brand is positively impacted by its association with a social cause. 
  -Do Something Strategic

• The majority of global consumers (68%) expect companies to step in to address societal issues where governmental institutions are struggling, from economic inequality to gender rights at work. 
  – Sustainability Strategies 2023 (from WGSN)

Microtrend 1: FloraCommunity

FloraComm-Unity is about building stronger communities through collaboration and local support. Florists are encouraged to partner with local growers, artisans, and community organizations to enhance local economic development and foster unity.

Ways to Participate:

• Partner with Local Growers
• Host Community Workshops
• Employ Local Artisans
• Create a Community Support Program
• Sponsor Local Events

Microtrend 2: Charity Blooms

Charity Blooms encourages florists to incorporate cause marketing into their business strategy by creating special bouquets that support meaningful causes. From breast cancer awareness to veterans’ support, these partnerships have a dual purpose of increasing profitability and contributing to societal change.

Ways to Participate:

• Partner with Local Charities
• Highlight Impact Stories
• Launch Charity Days
• Create Themed Bouquets

Learn more about Petals with Purpose

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