{"id":1736,"date":"2016-03-17T14:57:00","date_gmt":"2016-03-17T14:57:00","guid":{"rendered":"https:\/\/afe.epicenter1.com\/news\/2016-generations-of-flowers-study"},"modified":"2024-03-18T22:00:35","modified_gmt":"2024-03-18T22:00:35","slug":"2016-generations-of-flowers-study","status":"publish","type":"news","link":"https:\/\/endowment.org\/es\/news\/2016-generations-of-flowers-study","title":{"rendered":"2016 Generations of Flowers Study"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><\/p><a href=\"https:\/\/endowment.org\/wp-content\/uploads\/imported-files\/2016GenerationsOfFlowersStudy.pdf\"><img fetchpriority=\"high\" decoding=\"async\" aria-describedby=\"caption-attachment-7904\" class=\"wp-image-7904\" src=\"https:\/\/endowment.org\/wp-content\/uploads\/imported-files\/GenerationsOfFlowersStudy-TitleSlide-300x169.jpg\" alt=\"Generations Of Flowers Study\" width=\"350\" height=\"197\"><\/a><p id=\"caption-attachment-7904\" class=\"wp-caption-text\"><em>Download the 2016 Generations of Flowers Study Final Report.<br> <\/em><\/p><br>AFE, in partnership with the Society of American Florists (SAF), conducted the <a href=\"https:\/\/endowment.org\/wp-content\/uploads\/imported-files\/2016GenerationsOfFlowersStudy.pdf\" target=\"_blank\" rel=\"noopener\"><strong>2016 Generations of Flowers Study<\/strong><\/a>. This study is an update to the 2009 SAF study exploring consumer perceptions of flowers and plants and purchasing\/gift-giving behavior among three key generations: Generation Y, Generation X and Baby Boomers.<br>Funding for the project was provided by the <a href=\"https:\/\/www.fmrf.org\" target=\"_blank\" rel=\"noopener\"><strong>Floral Marketing Research Fund (FMRF)<\/strong><\/a>.<p><\/p><ul><li><strong>Download the <a href=\"https:\/\/endowment.org\/wp-content\/uploads\/imported-files\/2016-Generation-of-Flowers-Study-Executive-Summary.pdf\" target=\"_blank\" rel=\"noopener\">Executive Summary<\/a>.<br><\/strong><\/li><\/ul><ul><li><strong>Download the <a href=\"https:\/\/endowment.org\/wp-content\/uploads\/imported-files\/2016GenerationsOfFlowersStudy.pdf\" target=\"_blank\" rel=\"noopener\">Final Report<\/a>.<\/strong><\/li><\/ul><ul><li><strong>Read the article in the May issue of <a href=\"https:\/\/endowment.org\/wp-content\/uploads\/imported-files\/FM-May16-Feature-1.pdf\" target=\"_blank\" rel=\"noopener\">Floral Management magazine<\/a> for further analysis of the study results.<\/strong><\/li><\/ul><p>The results show how different groups perceive, buy and use flowers and floral outlets. The research assessed patterns, motivations and barriers to purchasing and the practical and emotional value placed on flowers.<br><img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-7893 size-medium\" src=\"https:\/\/endowment.org\/wp-content\/uploads\/imported-files\/Generations-of-Flowers5-300x205.png\" alt=\"Generations of Flowers5\" width=\"300\" height=\"205\">The <strong>2016 Generations of Flowers Study<\/strong> consisted of 1,557 participants evenly distributed throughout\u00a0the three generations:<\/p><ul><li>Generation Y (Ages 22-39): 522 interviews<\/li><li>Generation X (Ages 40-51): 510 interviews<\/li><li>Baby Boomers (Ages 52-70): 525 interviews<\/li><\/ul><strong><span style=\"text-decoration: underline;\">Other Free FMRF Reports<br><\/span><\/strong><ul><li><a href=\"https:\/\/endowment.org\/es\/new-study-provides-strategies-win-millennials\/\" target=\"_blank\" rel=\"noopener\">Marketing to Millennials<\/a><\/li><li><a href=\"https:\/\/endowment.org\/es\/key-insights-recent-funeral-directors-study\/\" target=\"_blank\" rel=\"noopener\">Funeral Directors and Flowers Study<\/a><\/li><li><a href=\"https:\/\/floralmarketingresearchfund.org\/welcome-fmr\/\" target=\"_blank\" rel=\"noopener\">Purchasing Barriers Tracking Study for Non-Flower Buyers<\/a><\/li><li><a href=\"https:\/\/endowment.org\/es\/social-media-guide-floral-retailers-wholesalers-just-released\/\" target=\"_blank\" rel=\"noopener\">Social Media Guide for Floral Retailers and Wholesalers<\/a><\/li><li><a href=\"https:\/\/endowment.org\/es\/fmrf-flowers-gifts-study-flower-quality-important-consumers-price\/\" target=\"_blank\" rel=\"noopener\">Consumer Preferences Study for Flowers as Gifts<\/a><\/li><\/ul><p><strong>The\u00a0specific research objectives of the\u00a0study included:<\/strong><\/p><ul><li>Measure appreciation and knowledge of flowers<\/li><li>Determine flower purchase behavior for self and gift-giving<\/li><li>Understand purchase behavior and drivers by channel<\/li><li>Evaluate gift-giving occasions and the emotional component of giving\/receiving flowers<\/li><li>Understand the relative importance of buying local in the overall purchase decision<\/li><li>Measure similarities and differences between generational segments<\/li><li>Evaluate trends when compared to the 2009 research<\/li><\/ul><p><strong>Click on the video below to watch the recorded WebBlast with Marc Goulet of Russell Research, who discusses the study\u2019s key findings.<\/strong><br><strong>To download the PDF of the slides, <a href=\"https:\/\/endowment.org\/wp-content\/uploads\/imported-files\/2016-Generation-of-Flowers-Study-Webinar-062916.pdf\" target=\"_blank\" rel=\"noopener\">click here<\/a>.<br><\/strong><br><strong><br><\/strong><\/p>","protected":false},"template":"","news-categories":[39,37,31,29,51],"class_list":["post-1736","news","type-news","status-publish","hentry","news-categories-breeder-producer","news-categories-fmf","news-categories-latest-news","news-categories-news","news-categories-research"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>2016 Generations of Flowers Study<\/title>\n<meta name=\"description\" content=\"AFE, in partnership with the Society of American Florists, released the 2016 Generations of Flowers Study funded by the Floral Marketing Research Fund.AFE, in partnership with the Society of American Florists, released the 2016 Generations of Flowers Study funded by the Floral Marketing Research Fund.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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