Sustainable flowers are the future
Tuesday 10 June 2025
The sentiment is changing. The love for flowers remains. But today鈥檚 consumer asks more questions than ever. During the webinar Consumer & Sustainability by Bloemenbureau Holland (April 15, 2025), it became clear: the sector has reached a turning point. Transparency and sustainability are no longer nice-to-haves, they are the new standard. But what does that mean for you?
Consumers are more observant and expect more
Flowers and plants bring joy. But that same joy must come without harm to people, animals, or the planet. Consumers are asking sharper questions: What about crop protection agents? Is that packaging really necessary? Was the product produced fairly?
In countries like the Netherlands, Germany, and the UK, the sector鈥檚 positive image has declined since 2024. Top concerns? Chemicals, CO鈧� emissions, plastic, and labor conditions. Older people and rural residents are particularly critical. Young people and frequent buyers, however, are more hopeful鈥攊f you include them in your story.
Crop protection: the real turning point
One topic stood out above all: crop protection.
70% of consumers know about chemical agents, and 25% consider buying less because of these concerns. What they want: stricter rules, transparency, and clear information at the point of sale. No fluff. No greenwashing. Just facts.
Biodiversity: the unknown opportunity
Many growers have been investing in biodiversity for years. But consumers rarely know this. Only 16% are truly concerned. This isn鈥檛 a weakness鈥攊t鈥檚 a chance. Show what you do: flower strips, butterfly gardens, natural resources. Make it visible and human. When buyers understand your flowers support life, appreciation grows.
Sustainable, without the hassle
People want to do good鈥攂ut not if it鈥檚 complicated. The key for the sector? Make it easy. Offer clear info, certified sustainability, and worry-free choices. The responsibility lies with the sector鈥攏ot the consumer.
Five lessons for a future-proof sector
Be transparent 鈥� Share where you are and where you鈥檙e going.
Show action 鈥� No promises, but proof.
Invest in education 鈥� Explain biodiversity in simple terms.
Work together 鈥� From grower to retail, it鈥檚 a joint effort.
Engage young people 鈥� They鈥檙e more conscious than you think and will shape the future.
The opportunity is open
Consumers aren鈥檛 turning away鈥攖hey鈥檙e looking more closely. And that鈥檚 your chance to show that beauty and sustainability can go hand in hand. Let flowers not only delight the eye, but also the conscience. That is the flower sector of tomorrow.
Want to know more?
Watch the highlights of the Consumer & Sustainability webinar by Bloemenbureau Holland or follow the developments on Circles.fm.
