Episode 487: Slow Flowers Floral Insights & Industry Forecast for 2021

The Pursuit of Nature This Forecast began seven years ago in 2014 when I began documenting shifts and changes in the Slow Flowers Movement. I recently described the origins of this important exercise in my new online course, Taking Stock and Looking Ahead [P.S. follow this link to learn how you can take this free course as my gift to you.] Here's how I remember it:In 2014, when I launched slowflowers.com as an online directory of American flowers and the growers and florists who supplied them, I worked with two talented public relations friends to get the word out to the media. While planning a visit to meet with lifestyle and garden magazine editors in New York, one of the PR experts urged me to create a Power Point slide deck that included an overview of floral trends I associated with the emerging Slow Flowers movement. In creating that deck, which became my first forecast for 2015 (see above), I learned a few important lessons. I share this in the context of the social media term "impostor syndrome," because it's no surprise -- we all feel that sometimes. When Lola and Marla encouraged me to write a trend forecast, at first I thought: Who am I to forecast trends? Isn't that a role only for the experts? Their response: You have a point of view and it's based on hundreds of interviews that you conduct for articles and for your Podcast over the course of each year. See what bubbles up from those topics and themes that excites you about the year to come. I realized that since I was the one who conducted those interviews and wrote those articles, I was viewing trends through my own lens and filter -- the Slow Flowers perspective. When I shared that Power Point deck with editors and had positive responses (as in, they took it seriously during our meetings), I later decided to post the 10 insights on my blog and record a Slow Flowers Podcast episode about it. You can go back and listen to episode 174 from December 31, 2014 The Power Point deck I shared with editors became a blog post and, as I mentioned, the Podcast show notes. Then I shared it with Slow Flowers members in my monthly newsletter. And then a few floral trade publications picked it up. As a result, I became an "Accidental Forecaster", and that has elevated Slow Flowers' unique and relevant viewpoint in the floral marketplace. I've learned some valuable lessons. We're no longer waiting for Martha Stewart or Oprah or Chip and Joanna to tell us what's on trend. Each of us can speak with an authentic voice about our observations, key cultural shifts and new creative directions in the floral space. In the end, the forecast is a tool; a roadmap that helps me and others consider what is around the bend or across the horizon. It sparks conversation and sometimes, to be honest, it sparks controversy. The Pursuit of Nature So let's get started! I have 10 insights to share with you for the year to come. I'm calling our 2021 Report: "In Pursuit of Nature," and you can understand why, right? As we enter 2021, at least in the short term, not much will feel different from the past nine months. And if there is anything we've learned since mid-March 2020, it's the essential and irreplaceable role of flowers and plants for our survival. And that's why my outlook is deeply connected to humankind's pursuit of nature -- and how floral entrepreneurs like you can and should tap into and enhance that pursuit through your efforts. I learned about the term "Biophilia" in October 2019 when I interviewed Tom Precht and Sarah Daken of Grateful Gardeners. Tom is a big advocate of Biophilia and he opened my eyes to its relevance as we make personal and business decisions that impact our planet's survival. He discussed the definition when I interviewed him, but here it is again, according to Merriam Webster: Biophilia: "a hypothetical human tendency to interact or be closely associated with other forms of life in nature" All you have to do is read the headlines of 2020 to see a collective shift toward nature, plants, the environment - and yes, flowers. A recent article in the Washington Post caught my attention. The headline reads: "The isolation of the pandemic caused her to form a new and intense relationship to nature. She was hardly alone. The benefits of being outdoors for your physical and mental well-being are well documented, but in this coronavirus era, they may be immeasurable." A Forbes headline reads: "Nature Is Good For Your Mental Health, Sometimes" https://www.youtube.com/watch?v=iJVNObTbneE&feature=youtu.be The University of Washington shared this research: "Dose of nature at home could help mental health, well-being during COVID-19" The report stated: “Studies have proven that even the smallest bit of nature — a single tree, a small patch of flowers, a house plant — can generate health benefits,” said Kathleen Wolf, a UW research social scientist in the School of Environmental and Forest Sciences. “Look closely in your neighborhood, and the bit of nature you may have taken for granted up until now may become the focus of your attention and help you feel better.” What are we watching for in 2021? The Slow Flowers Community's experiences of 2020 definitely inform what is top of mind for 2021. Over the past several years, as we've devoted considerable time and resources to educate consumers and professionals alike; and thankfully, we are coming off a year when the attention of many turned to the Slow Flowers Movement. Locally-grown, seasonal and sustainable flowers answer questions about a safe and reliable supply of flowers. Awareness our Movement continues to increased as floral consumers and florists alike shifted their focus to what's closer to home. Panic over the international floral supply chains has quickly turned to a subtle but significant and newfound understanding that if we don't nurture and support our local flower supply, there may come a day when farmland has been converted to real estate developments; where commitment to a safer, more sustainable earth has been displaced by convenience. The anecdotal feedback I'm hearing is heartening. I received an email recently from a leader in, shall I say, "mainstream" floristry, who wrote: "After two decades of thinking traditional wholesaler connections were the only way to run a floral studio or shop, I'm slowly starting to learn about local flower-farmers and am constantly in awe of their entrepreneurial spirit, and can't imagine how much hard work goes into what they do. For that, I want to give them as much business as I can! I know that you had a big hand in getting this trend in motion and I thank you for that!" As we seek new and diverse voices in the Slow Flowers Movement, I believe we will continue to witness a positive shift to a more progressive, inclusive, conscious marketplace for the flowers you grow and design with. And we will continue to document the shift with stories, interviews and resources to encourage you. I want to thank everyone who took the time to respond to our 2021 Slow Flowers Member Survey, more than 200 of you, who I mentioned during last week's "Year in Review" report, is triple past year's participation. In addition to the Survey, which asked members to share about their floral businesses, including emerging themes and topics important to them, this Forecast is informed by my 2020 storytelling -- first-person interviews for print and digital Slow Flowers Journal stories, interviews with more than one-hundred Slow Flowers Podcast guests, and conversations with thought-leaders in floral design, flower farming and related creative professions. I hope you find these insights and the 2021 forecast valuable to you. You may hear some themes that resonate with you and I’d love to hear your feedback and suggestions about what you agree with and what topics you wish we included. You can Download a PDF of the 2021 Forecast here: PDF_In-Pursuit-of-Nature-2021-1Download #1 Floral Wellness Molly Culver of Molly Oliver Flowers in Brooklyn created the "Seasonal Flower Project" in 2020 -- a popular local-flower subscription program that supported her favorite farms and put those flowers in the hands of people eager to connect with nature. Listen to our interview with Molly in Episode 451 The yearning for a connection to nature is truly unprecedented in our society, something many of you witnessed first-hand when Mother's Day 2020 shattered prior years' records for floral sales. Demand added up to three words: People. Need. Flowers. In past Forecasts, I've touched on similar themes, including the popularity of Aromatherapy Bars (2018) and the Year of the Houseplant (2019). Floral Wellness is more sweeping in its meaning. More than ever, consumers and their senses are drawn to your blooms. They are drawn for fragrance and scent, for medicinal qualities, for skin and body care benefits, for nutritional meals, palette-satisfying beverages, and for -- above all -- their mental health. I define Floral Wellness asAn embrace of the therapeutic importance of flowers, both in our own environments and as a meaningful way to share with others. Floral Wellness nurtures a positive and habitual desire to have flowers in our lives and as an expression of our desire for others to also experience flowers' emotional, physical, mental and psychic value. This idea can be manifested in ways both simple and accessible to your clients, as well as more ambitious endeavors. From the rise of flower workshops (in person at a safe distance or in many virtual forms) to the explosion of CSA subscriptions as more consumers desired more flowers, Floral Wellness took root in 2020 and is yours to nurture and enhance with new offerings to your community in 2021. A few comments bubbled up from our 2021 Member Survey that underscore this idea and I'll share them here: