2017: The New Generation of Consumerism

Think small, and make big impact.

In the age of consumerism, individuals are looking for a sincere expression of themselves. IKEA says it best, “designed for people, not consumers.” Products and services are all about “me,” and in the categories about me, here are the key elements of an artisan society.

1. Green/Sustainable Design – How to design and promote sustainability. Customers want to see a commitment to improving the environment in your shop. How can you move this cause forward and promote a genuine expression of environmental concern? Hyper trendy clothing company H&M has a great example.
2. Co-Creation – Let your customer into the design process and make Pinterest photos and ideas part of a profitable design. Don’t discourage participation – there is a time and place for it. Floral business is perfectly suited for this age of the consumer. At the recent National Retail Federation conference, Jody Fox (Shoes of Prey), envisions a world where someone can walk into their closet and tell a computer what they’d like to wear that day, factoring in weather conditions and what’s on the calendar, and the outfit prints out while they’re showering.
3. Made For Me – One-of-a-kind design is possible with added decorative items. The market for personalized design has reached “Etsian” Proportions. Translating this to floral, the range can be small, decorative additions to a made-for-you work of art, interpreting personal style and creating floral art. DYO,(design your own) and the “maker movement” rapidly expanding in scope. Don’t be afraid of selling unfinished work – the “maker movement” can be a money maker and bring an entire new group of customers.
4. Fighting For a Cause – An important part of individual connection is about personal cause. As individuals, we are not just looking for something to give to a friend, we are looking for something that gives to many. How can floral design and cause-based marketing work in your shop? Step one: create a viral buzz that is more effective than advertising.
5. Subscription Based Products and Services – The age of the subscription is here. With Amazon Prime and Alexa, a $39.95 personal shopper, we should expect retail to be redefined for 2017. The age of brick and mortar sales floors is fast transitioning to showrooms.

The power of curation is in the hands of the consumer. These trends are more appropriate to our flower business than ever. So for 2017, let’s make floral the best experiential purchase.