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New Study Provides Strategies to Win Over Millennials

The Floral Marketing Research Fund (FMRF) has released results from a new study that provides a detailed analysis about the floral consumption behaviors of Generation Y (or Millennial) consumers.
Microsoft Word - FINAL2AFE Report_121216.docxThe FMRF study, called “Marketing Tactics to Increase Millennial Floral Purchases,” was conducted by Dr. Chengyan Yue of the University of Minnesota and sponsored by Asocolflores.
The study explored innovative marketing strategies and tactics to better target Millennials, who are key to the future of the floral industry.
Results of the study reveal ways to effectively attract Millennials to floral products, as well as data on their attitudes, preferences and barriers to purchasing flowers.
Top key findings and a detailed checklist of marketing recommendations are featured in the report and are invaluable to the industry.

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Some of the important strategies include:

The FMRF was established in 2008 by AFE to fund floral industry consumer research. Since then, five major projects have been completed, including the most recent 2016 Generations of Flowers Study.
Register to download the FREE report and other reports at FMRF.org.