There are numerous cognitive benefits recognized in both medical and psychological fields, and flower growers need to focus on distributing this important news to consumers, according to Charlie Hall, Ellison Chair of International Floriculture at Texas A&M University. "Previously, marketers didn't have to work as hard to get people to buy flowers, and the usage of flowers was quite high. Promotional campaigns were effective, but they didn't have a lasting impact on consumers."
Charlie believes that consumption will increase again, driven by a growing knowledge and appreciation cultivated among consumers, which can only be achieved through continual informational releases. "We need to take advantage of the research being done by medical and psychological institutions to prove that flowers are necessities, not merely nice-to-haves," says Charlie. On his website, he has gathered extensive research on the health and psychological benefits of flowers.
For instance, research shows that flowers have therapeutic effects that help improve emotional health, reduce stress, and even aid in memory retention. In the medical field, there is growing evidence that flowers positively impact mental health by enhancing happiness and improving mood. Studies have shown that patients with flowers in their hospital rooms tend to recover faster and experience less anxiety. Cognitive studies highlight how flowers improve short-term memory and increase productivity in work environments. "The connection between flowers and improved mood is scientifically validated," Charlie notes, emphasizing the critical role flowers play in boosting overall well-being.
Economy and plants
Having grown up in a nursery in North Carolina, Charlie naturally developed a strong affinity for plants. His studies focused on the production and marketing of ornamental plants, and his current role at Texas A&M enables him to research the floriculture market more deeply, both locally and globally. As an economist, Charlie's work crosses between production efficiency, marketing strategies, and the health and psychological benefits provided by flowers, shrubs, and trees. "When it comes to flowers, the value proposition extends far beyond aesthetics; there are also ecosystem and psychological benefits," he adds. "It is a great time to prove the benefits of flowers for environmental, health, and mental well-being, which were brought to light during the pandemic."
However, the floriculture industry is facing challenging times. "If you look at current overall consumption, there are geopolitical events like the Russia-Ukraine war, Mother's Day, and the Israeli-Gaza conflict that are causing fluctuations in sales for some growers, but not for all companies," Charlie says. He explains that the initial impact of the COVID-19 pandemic caused a drop in consumption, followed by a significant increase. Prices surged because of rising production costs, but sales volumes also increased, reflecting a combination of factors that contributed to the flower industry's growth.
Benchmarking globally, Charlie tracks the progress of around 70 growers, who represent $3 billion in sales. "Some of these companies have net profit margins of about 30%, while others are seeing single-digit profits, and the last 10 or 15 are in the negative. This doesn't make sense when the demand is still stellar, with more people staying home and sending flowers to loved ones. Some may be treating flowers as a commodity, but there are certainly other factors at play," Charlie notes.
Despite these challenges, Charlie remains optimistic. "The final demand for flowers and greenhouses remains above 2019 levels, so the greenhouse industry should actually see an increase in demand. I tend to be optimistic; some call me Professor Sober-Lining because I always find the silver lining in the clouds. But we have a great product, and I truly believe in it."
Think Outside the Box
To reinvigorate the industry, Charlie suggests taking a more creative approach. "If you always do what you've always done, you're always going to get what you've always gotten," he says. "We need to think outside the box." He believes that convincing people of the necessity of flowers and backing up this argument with research is essential. "Even in medical institutions, the turnover rate of staff caring for Alzheimer's patients has decreased thanks to 'healing gardens' filled with flowers, where workers can find a sense of relaxation."
On his website's "Benefits of Plants" section, Charlie offers marketing resources for companies to use in promoting flowers. "Rather than generic promotion programs, I believe it's better to invest in research and knowledge-sharing, which can provide a lasting impact." He adds that these insights are more valuable for building long-term consumer relationships than traditional promotions.
"The benefits of flowers—ranging from improving mental well-being to fostering sustainable ecosystems—present a strong case for flowers as necessities in our daily lives. As the world continues to change, the flower industry has the potential to adapt, innovate, and promote not just the beauty but also the profound impact that flowers can have on people's health and happiness."
For more information:
Charlie Hall
Texas A&M University
Professor & Ellison Chair of International Floriculture
Office: HFSB 215
Email: [email protected]
Phone: (979) 321-7016
Website: http://ellisonchair.tamu.edu/