The essence of the current zeitgeist is transition. Much is still going on (inter)nationally, think of wars, climate change, polarization and refugee crisis. National politics are uncertain and also the aging population is really starting to be felt now, too few people (soon) to do the work.
Therefore, the zeitgeist "Tilting Perspectives" revolves around different understandings of all the problems facing us: we take the problems seriously but our reactions are ambivalent. Four value trends shape the zeitgeist, and are translated into four Green Industry Trends 2025: Slow Life, Radiant Energy, Cosmic Future and Unique Utopia.
The value trends and Groenbranche Trends 2025 were developed by Aafje Nijman on behalf of Tuinbranche Nederland, Flower Council Holland and iBulb by Royal Anthos.
WAARDENTREND LIFECRAFTING
Fears about existence we try to manage with control. In our own bubble, the world seems smaller and manageable. At home or close to home it is safe, secure and familiar. This is where we seek to connect and work together to change the hardening of our society by making our immediate environment friendlier and more manageable. Environmental awareness and health also play an important role: we feel this responsibility and take the initiative to be meaningful in this.
How to connect with this consumer group? Focus on eco-friendly products and, most importantly, show the honest story behind the product. Provide tips on how plants can positively change indoor and outdoor climates. Houseplants are largely tropical plants. What domestic plants can also enhance the indoor climate? Show where green products come from: which people play a role in the process from cultivation to store floor. To really reach the target audience, do this in a solid, reliable way.
STYLTREND SLOW LIFE 'Sober, Sustainable, Authentic'
With the need to make the world smaller and more organized, tranquility and nature play an important role, especially in the immediate living environment. Attention to craft is expressed in products with a handmade character.
Great care is taken in the design of the interior for which soothing products made of natural and environmentally friendly materials are used, this also gives 't a sustainable character.
In addition to natural and warm pink/brown tones, soft pastel shades are used for both plantings and accessories. The shapes used are simple, sober and recognizable. The arrangements look extremely modest and uncomplicated, but this gives them a special appearance. Fresh and dried materials are casually combined. Bouquets sometimes seem to be barely shaped.
The soft tones of flowers and plants with muted leaf colors have a calming effect. Plants come in soft green foliage and with variegated leaves. Vases and pots have simple sober shapes, sometimes organic. Designs are applied subtly. They are simple and soothing such as fine stripes and checks, organic reliefs and natural prints of flowers, leaves and branches.
Core values tranquility, simplicity, harmony, natural, sober, essential, conscious, sustainable, authentic, comforting
WAARDENTREND PRAGMATIC PROGRESS
There is a great need for simplification in a world that seems to be becoming increasingly complex. This can be achieved through flexible and pragmatic thinking and action: accelerating, tackling and doing things differently. This resilience and decisiveness leads to a positive feeling. For making everyday life easier, AI can also bring solutions. The use of technology creates new materials and techniques, ideas and thinking.
How to connect with this consumer group? Key keywords are simplification, optimization, flexibility and prevention. Purchasing the right plants that fit within the available physical space and lifestyle is easy with an app. Such as with Flower Council Holland 's Botanical Wonders app that instantly shows how a plant will look in the home. Make use of new materials for packaging, plant pots or vases.
STYLETREND RADIANT ENERGY
New technology is embraced and seen as a solution to a variety of problems, creating an optimistic attitude. The combination of contrast colors and both geometric and organic shapes result in a totally new and unexpected image that radiates energy and positivity - as if everything is in motion.
Flowers and plants within this trend, despite being stationary, appear to be moving. In bouquets, an energetic, bouncy effect is created by building the bouquet into three layers that become increasingly transparent toward the top, with the flowers protruding far from the bouquet. Vases can be placed in and on top of each other creating an exciting layering effect. With plants, this effect is caused by using (semi)transparent pots with an inner pot. The moving effect is further enhanced if the shape of the plant is spiky like Papyrus.
Thus, flowers and plants are a cheerful and natural addition to the visual power associated with this theme. In interior accessories, much attention is paid to contrast between glossy-matte or transparent-opaque surfaces. Clean and flowing lines are used alternately. In addition, (colored) light plays an important role. The designs used are also energetic. They are organic wave patterns, stripes with a descending color gradient (degradé), patterns created by light-shadow effect or designs that give a 3D effect.
Core values movement, colorful, light, energy, radiant, bright, contrasting, dynamic
WAARDENTREND WE-UNITED
The new us: social renewal to reduce poverty and opportunity inequality and find new, shared norms and values in multicultural society. Important within this social transition is education, equality and connection - doing things together, creating a new society for the whole society.
How to connect with this consumer group? The idea of connecting is especially interesting - such as the idea that when you purchase a plant, donate the same specimen to someone who does not have the money to do so. Provide additional background information with products. Sponsor a school garden, organize workshops and bring people together. Give more space to different cultures: what (different) symbolic values do flowers and plants have?
STYLETREND COSMIC FUTURE 'Mysterious, Exciting, Futuristic'
The search for a new way to make broad prosperity accessible to all by changing the way we interact with each other while overcoming differences.
Striking in both floral arrangements, pot-plant combinations and garden planting is the strong light-dark play. Flowers and plants with deep dark leaf and flower colors are interspersed with lighter varieties and interior accessories are also included in this color contrast. Applied forms are organic, sleek and sometimes a touch futuristic. Materials are contrasting - both matte and glossy as well as transparent. A cool color palette with shades of blue and purple, from light to dark, express this. To this is added gray-green and salmon orange. Light and dark as night and day, blue to keep cool and purple to express creativity. Contrast is also sought in matte/gloss effects. Also gradual (gradient) or descending color gradient (degradé) on transparent glass, textiles and on painted flowers as well as the use of colored metallic effects is striking in this trend. All this gives the products an exciting and sometimes even a touch mystical appearance as if a new world is about to be discovered.
Core values clear, sleek, matte versus gloss, mysterious, exciting, light and dark, futuristic, imaginative
WAARDENTREND SMOOTH RADICALS
The many problems, as well as the solutions, of various crises are experienced as oppressive. Fun, creativity and freedom - to stretch boundaries - play an important role in living in the here and now. Individualism is accepted - especially young people are catching on to this value trend.
How to connect with this consumer group? Make grand statements. Use unusual flowers and plants that evoke distant places or other times. Think out-of-the-box, surprise and humor play an important role in appealing to this target group - incorporate a twinkle in the marketing. Present plants, flowers, vases and pots creatively - make it insta-worthy.
STYLETREND UNIQUE UTOPIA 'Luxurious, Decorative, Tropical'
Breaking existing conventions for the interior means that it is allowed to be more luxurious, larger, more colorful and impressive, with flora and fauna taking the lead role. Living flowers and plants are interspersed with large decorative flower and leaf shapes. Butterflies and birds serve as important sources of inspiration - but the applications are just a little bigger and more imaginative than in reality.
A series of warm, deep colors interspersed with bright sometimes almost shimmering color combinations and two neutral browns make up the color range. The forms used are organic, highly decorative and often enlarged. Natural materials are chosen for this or, on the contrary, materials with a luxurious look such as colored glass, velvet and ceramics. Leaf and flower shapes are used for pots and vases.
The flower arrangements and houseplants have a powerful exotic look. This is due to the products used, the color or the combination with fruit. The bouquets are full and colorful, the different flowers are imaginatively and decoratively combined, for example peonies with Protea or orchids with parakeet tulips. Plants are both large and small, green and flowering.
Core values luxury, tropical, sweltering, exciting, magnified, colorful, warm, decorative
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