Welcome to AFE's brand new website! Feel free to explore and learn more about our programs and resources. Make a Contribution to Support AFE

News

2016 Generations of Flowers Study

Generations Of Flowers Study

Download the 2016 Generations of Flowers Study Final Report.


AFE, in partnership with the Society of American Florists (SAF), conducted the 2016 Generations of Flowers Study. 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.
Funding for the project was provided by the Floral Marketing Research Fund (FMRF).

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.
Generations of Flowers5The 2016 Generations of Flowers Study consisted of 1,557 participants evenly distributed throughout the three generations:

Other Free FMRF Reports

The specific research objectives of the study included:

Click on the video below to watch the recorded WebBlast with Marc Goulet of Russell Research, who discusses the study’s key findings.
To download the PDF of the slides, click here.