The sentiment is changing. The love for flowers remains. But today’s 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?
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’s positive image has declined since 2024. Top concerns? Chemicals, CO₂ emissions, plastic, and labor conditions. Older people and rural residents are particularly critical. Young people and frequent buyers, however, are more hopeful—if you include them in your story.
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.
Many growers have been investing in biodiversity for years. But consumers rarely know this. Only 16% are truly concerned. This isn’t a weakness—it’s 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.
People want to do good—but not if it’s complicated. The key for the sector? Make it easy. Offer clear info, certified sustainability, and worry-free choices. The responsibility lies with the sector—not the consumer.
Five lessons for a future-proof sector
Be transparent – Share where you are and where you’re going.
Show action – No promises, but proof.
Invest in education – Explain biodiversity in simple terms.
Work together – From grower to retail, it’s a joint effort.
Engage young people – They’re more conscious than you think and will shape the future.
Consumers aren’t turning away—they’re looking more closely. And that’s 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.
Watch the highlights of the Consumer & Sustainability webinar by Bloemenbureau Holland or follow the developments on Circles.fm.
