We all need to spread the word about the power of flowers. Everyone needs to see that flowers bring much more than beauty: they improve your mood, reduce stress, spark creativity, and so much more. We need to come together as an industry and get the message out as far and wide as possible to help more people enjoy the benefits of flowers in their daily lives.
To help us all in that effort, That Flower Feeling (TFF) was launched earlier this year. This all-industry cooperative effort is designed to increase floral consumption in the United States, or as they state, “to get more Americans enjoying more flowers, more often.”
In our wonderful industry, we’ve always talked about how we can sell more flowers to more people, more often, for more money. We believe TFF is the vehicle to start the movement to make this happen. Through TFF, we can prove to everyone what a collaborative effort can do for our industry.
Equiflor has committed to making a monthly pledge to TFF so that we can do our part in assisting this initiative moving forward. We are joining other companies such as DVFlora, Kennicott Brothers, Mayesh, Midwest Blooms, and Sun Valley just to name a few. Together, we can make a difference.
How That Flower Feeling Began
In January 2022, The California Association of Flower Growers & Shippers (CalFlowers) launched an all-industry brand, That Flower Feeling, to collaborate with other floral industry associations and professionals. This brand is separate from CalFlowers, as the goal is to have an enduring brand that will benefit the ENTIRE floral industry.
To assist in that effort, CalFlowers launched the That Flower Feeling Foundation, a completely independent nonprofit, to fund That Flower Feeling marketing campaigns. CalFlowers has committed $1.5 million to the Foundation over the next three years. With contributions from as many floral industry companies and professionals as possible, we can work together to spread these marketing campaigns and increase demand for flowers across the United States.
New Campaign Gets Impressive Results
The first national campaign from That Flower Feeling is called “Flowers. Self-Care Made Easy.” It features a video of a woman trying to practice one self-care routine after another, ending up utterly frustrated. Then she discovers the easiest solution to practicing true self-care: buying some flowers!
This spot-on and hilarious video has achieved impressive results: Approximately 60 million consumers have been exposed to the campaign. Of those surveyed, 70% said they were more likely to buy flowers after watching the video. The move towards sustainability will only increase, so it makes sense for companies to adopt sustainable practices. That very much includes your floral business.
How You Can Get Involved
For some years, businesses at all levels of the floral industry have been adopting sustainable practices. Growers focus on being more environmentally sustainable, using materials responsibly, and conserving natural resources. And floral retailers are working to reduce their carbon footprint and adopting more sustainable practices. Here are a few things you can do to make your floral business more sustainable:
• Download and use the FREE assets at thatflowerfeeling.org. It’s simple: Go to the website, click “Partners,” and request your access code. That way, you can experience the power of the campaign for yourself and share it across your social media platforms.
• Click “Donate” and support this and future That Flower Feeling campaigns with a monthly pledge. Many donation levels are available, depending on the size of your business. That Flower Feeling is committed to an ongoing, broadly scaled marketing effort that includes digital platforms, digital audio, podcasts, influencers, out-of-home advertising, point-of-sale materials, and more. As you work to make your business more sustainable, promote it broadly. Spread the word on social media with a series of posts showing the various ways your shop is practicing sustainability. This will grab the attention of your Gen Z followers, who will likely share your post with others and create more word of mouth.
We’re excited to see how far That Flower Feeling can go in spreading the message of flower power. By getting involved in whatever way you can, you’ll help increase the consumption of flowers across America — and everyone will win!