The floral industry is a vibrant blend of art, science, and emotion. From fields to vases, flowers play a powerful role in human connection through celebrations and everyday expressions of love and sympathy. Like many other traditional trades, the floral industry faces a pressing challenge of attracting and retaining the next generation.
Many seasoned professionals are nearing retirement, and without a strong wave of young talent, the industry risks losing decades of knowledge and expertise. This challenge creates an opportunity to rethink old patterns, reimagine what it means to work with flowers, and evaluate the current working conditions when trying to attract the next generation.
Historically, people often chose careers based on family tradition or parental expectations. But each generation is slowly shifting to a new mindset—one that values passion, purpose, and personal fulfillment over simply following a given path. Instead of asking “What should I do?” people are now asking “‘What kind of life do I want to build?”
Bringing in the next generation starts with understanding motivations that shape their choices. Unlike previous generations who may have valued stability and tradition above everything, today’s young professionals are driven by different priorities. They’re looking for purpose in their work, opportunities to grow, flexibility in how they live and earn, and the chance to make a real impact.
What Makes the Floral Industry Appealing to Young People?
- Resilience and Relevance: Flowers are not going anywhere and have proven their staying power even through downturns like the Great Depression. They remain a timeless product, continually evolving in quality and longevity to enhance perceived value for consumers
- Creativity Meets Purpose: The floral industry is a place where creativity thrives, giving people the chance to express themselves through color, texture, and design while making a real, tangible impact.
- Sustainability and Nature: Flowers are a direct connection with nature. Young professionals are more focused on a lifestyle that supports sustainable practices and want to contribute to a greener future. They are conscientious about flower origins and how they’re grown. They are eager to learn new flowers and varieties.
- Digital Storytelling: The digital world is in every aspect of life and can be a powerful tool to show creative expression and connect with target audiences. It allows designers to showcase their work and florists to educate viewers.
How to Attract the Next Generation?
If we want to inspire the next generation and help them thrive, we need to meet them where they are—by listening to what matters most to them and creating paths that align with their values.
- Highlight Career Pathways and Transparency in Growth: Today’s workforce wants more than just a paycheck. If someone is dedicating 40 hours a week, they deserve to know where that time and effort can take them. Be transparent about pathways for advancement, have honest conversations about compensation and benefits, and visible opportunities for skill development. When people can envision a future in floriculture, they’re more likely to invest their passion and creativity in it.
- Investing in Training and Education: Just as important as being upfront about what the job entails; the pace, the physical demand, and the attention to detail required, so is training and education. People deserve a strong foundation of tools given to succeed, not just in their specific roles, but in understanding the broader business of floriculture. Establishing a clear and structured training program with hands on learning, ongoing education, and access to resources to help them grow. Whether it’s learning about flower care and varieties, sourcing, seasonal trends, or customer expectations, supporting new talent with knowledge and mentorship is a green flag to any potential new employee.
- Embrace Technology, Change, and Collaboration: The next generation grew up with technology and they keep up with the ever-changing nature of it. Being open-minded and collaborating with them can take your business to a new level. Pairing a seasoned professional and a younger voice, you will be surprised by how much you can learn and grow together. Giving them space to explore new avenues for your business through ecommerce, AI- driven personalization, and social media will help it evolve with purpose.
- Prioritize Company Culture, Work Life Balance, and Mental Health: Young professionals want to work at companies that value people. That means fostering a positive company culture built on respect, collaboration, and creativity. It also means recognizing that there’s life outside of work. Respecting employees’ time, offering flexibility when possible, and supporting mental health are no longer optional—they’re essential. The floral industry can be demanding, but when you create an environment where people feel balanced and cared for, they’re more likely to stay, grow, and thrive.
- Engage with the Community and Create Pathways for Exposure: Attracting young talent starts with visibility. Get involved in your local community by offering internships, floral design programs, scholarships, and hosting or sponsoring floral competitions. These experiences spark interest and give students and young creatives a hands-on introduction to the industry. Beyond local efforts, build an online community where florists of all ages can share ideas, ask questions, and find support. When the floral industry is accessible and inspiring, the next generation will want to be part of it.
Planting Seeds Today for a Blooming Tomorrow
The floral industry is more than a business- it is a legacy full of beauty, heart, resiliency, and connection. It has deep roots- but its future depends on fresh growth. By embracing change, investing in education, and creating meaningful opportunities, we can inspire the next generation to see floriculture not just as a job, but as a fulfilling career. It’s time to listen, adapt, and lead with purpose to ensure that this legacy continues to evolve in new and exciting ways. The next generation is ready. Let’s give them something worth growing into.
Jenna Ferleman
Baisch & Skinner, INC.
