Americans & Sustainable Floral: Insights for Marketers

The Challenge:

Sustainability matters. Americans care about eco-attributes like pesticides and packaging, yet just a quarter actively factor these into their floral purchases.

The International Fresh Produce Association surveyed 754 U.S. consumers to understand how sustainability influences floral purchasing, which green practices resonate most and to spotlight simple ways brands can make sustainability more than just a buzzword.

Attribute Influencers

Pesticides and packaging are at the top of the list of factors driving sustainable floral purchases.

A transparent globe held in a hand with eco-friendly icons floating around and a background of yellow flowers.

Opportunity: Highlight pesticide-reduction practices and eco-packaging credentials in marketing and on-pack labels.

Support for Sustainability

58% of consumers are willing to adopt eco-friendly lifestyle changes, and 44% would pay more for sustainable floral products

Opportunity: Develop a premium sustainable floral line and link it to environmental commitments to capture willingness-to-pay.

A woman in a yellow blouse and glasses, holding a tablet, smiles while standing in a lush greenhouse.

Consideration of Sustainability

Two in ten US consumers sometimes weigh eco-attributes (growth methods, packaging, etc.) when buying flowers.

cardboard box with green sustainability leaves

Opportunity: Boost on-pack eco-icons and shelf-edge education to turn occasional considerers into consistent purchasers.

Industry Performance

Consumers think that fair grower pay, employee treatment, local economic support and environmental mindfulness are important and agree the industry delivers on these expectations.

Opportunity: Leverage social responsibility credentials and certifications in storytelling and in-store messaging to build trust.

Sunflower with a bee in front of a wind turbine under a blue sky with clouds.