'How not to waste a good crisis'. Because there are plenty of crises today. Think of war, inflation, energy, poverty and climate. They cause unrest, anxiety and worry: everyone is affected. And, because the crises are all connected in a big web of crises, there seems to be no way through: where to start? Trust in politics, the economy, society is declining. Things have to change, but how? Rethinking is a start. People all react differently to change and danger. They will fight, hide, freeze or pioneer. To these four different human reactions, value trends have been linked and elaborated - and linked to them is a Green Industry style trend.
The Groenbranche trends 2024 were developed by Aafje Nijman on behalf of Tuinbranche Nederland, Flower Council Holland and iBulb by Royal Anthos. The value trends were developed by Aafje Nijman and Branddoctors.
WAARDETREND COMFORT ZONE
Shelter: In a safe and friendly bubble, we close ourselves off from the big, angry world. With like-minded people in a safe cocoon of their own. There is a need for safety, pampering and kindness.
How to connect with this consumer group?
- Be transparent - what happens to your data, what is the origin of the materials, how is grown.
- Make sure the customer always has a grip and understands the choices made.
- Facilitate connection: make the consumer feel heard and not alone.
- Be optimistic: let the consumer forget their worries and negative feelings for a while.
STYLETREND VIVE LA VIDA 'Vibrant and Passionate'
Celebrate life, while closing yourself off from all the misery and negative news. The warm tropical atmosphere with the cheerful color palette is reminiscent of southern vacation countries. Viva Magenta, Pantone color 2023, fits this perfectly. The multitude of bright yellow, pink, fuchsia, red and orange hues, makes this trend vibrant and passionate. The accent colors, black, marsala brown and bright mint green, play an important role in accessories.
The shapes used have a quiet, contemporary look and sometimes a splash through fringes and tassels. Materials are mostly natural yet decorative. Think of colored, braided reeds and raffia, textiles with fraying, ruffles and fringes, pigmented wood and wrought iron and tiles with decorative patterns. The designs are colorful and very diverse, from classic to very modern.
Full flower shapes are used for the floral arrangements in expressive and festive colors. These can be voluminous full bouquets but even just one striking "Diva" flower can capture the imagination. Flowering houseplants are hip and hot. Flowers and plants with a tropical look are also seen in the garden.
Keywords: warmth, exciting, joyful, expressive, colorful, passion, spicy and decorative
WAARDETREND YOUNIVERSE
Freeze: In a world full of luxury and comfort, slow living is the norm. There is a lot of ambiguity, (im)possibilities, choices, high expectations and therefore performance pressure. People want to have and maintain control over their own well-being.
How to connect with this consumer group.
- Embrace slow living: focus on rest, rhythm and rituals.
- Make it friendly and comfortable: soften the sharp edges of life.
- Reward: show appreciation, always be positive and avoid negativity.
STYLETREND GENTLE PARADOX 'Soft and unexpectedly contrasting'
Achievement pressure combined with the large amount of crises produces a feeling of powerlessness. Taking good care of yourself and clearly stating your limits - quiet quitting is a new phenomenon. The tightness in the labor market offers many opportunities.
The use of shapes is round and convex - it seems to be soft, compact furniture, but that is not always the case. Both inside and outside, you see contrast between hard (marble, concrete, ceramic) and soft (high-pile carpet and pleated textiles). Product components seem fused or blended together. Designs are diverse - romantic floral or abstract - in soft colors.
Even in planting, you see contrast between compact plants and soft tufty grasses and weaving plants. Neutral greens are interspersed with flowering plants with soft flower shapes in pastel colors.
Cloudy floral arrangements with transparent ends create a dreamy atmosphere. To soften a space, they are placed in corners or wall/floor or cabinet/wall transitions. Dry and fresh materials are used in combination. Bouquets have a voluminous, soft look and gently melded colors. Houseplants also show transparency with soft foliage, in color and texture.
Keywords: dreamy, soft and hard, contrast, surprising, infinite, light, utopian, friendly
WAARDETREND EQUALIFE
Fighting: We achieve a new balance by thinking and acting creatively and focusing on solutions. The mood is hopeful, positive. Searched for balance and equality - on many levels.
How to connect with this consumer group.
- Find balance: reduce the imbalance and look for equality and balance.
- Stand behind your ideals: fight for what you value and promote it.
- Achieve goals together: work together to enhance each other's qualities.
- Sober up: go back to basics, techniques from the past can provide contemporary solutions.
STYLETREND MEANINGFUL EARTH 'Seemingly random and earthly
Central to this is the concern for the imbalance in society both environmentally and climatically and socially. And the realization that biodiversity and circularity in nature are indispensable for a healthy living environment. The earth symbolizes fertility and connection to history.
Used shapes are rough, whimsical or crumbled. This creates a tough and sometimes primal space with many shades of brown both outside and inside - different textures of natural recycled or eco-friendly materials are contrastingly combined. Think ceramics, coconut, jute, cotton, pressed recycled leather and irregular glass.
Plants and the flower arrangements have a robust uncultivated look. Materials seem to come straight from nature such as whimsical branches and coarse blocks of stone. Raw bulb and potting soil may also be visible again. Accessories have mainly shades of brown. The color palette for flowers and plants consists of light yellow and salmon tones combined with dark and gray greens.
Keywords: natural, mystical, earthy, authentic, historical, archaeological, feral, environmentally conscious.
WAARDETREND ELUSIVE
Pioneering: people radically seek reform, in every field. They dare to experiment off the beaten path, without taboos and boundaries.
How to connect with this consumer group?
- Keep up: new technological possibilities are moving at lightning speed, keep asking yourself what the new developments mean for your organization.
- Let go: try to let go of old habits and ideas.
- Rethink: break taboos and look at challenges with different eyes.
STYLETREND PLAYFUL CONSTRUCTION 'Cheerful, colorful and dynamic'
Existing systems get stuck so we look for reform in every area. This involves experimentation and looking at everything, including design, from a different perspective. Color and shape is what matters, designs are limited to stripes, block checks, ribs and circles. Material is of secondary importance.
Forms used are striking and constructive. Playful solutions and constructive jokes support a surprising and unorthodox view of both utilitarian items and decoration through a new experimental language of form.
The use of color is diverse, contrasting and cheerful with both bright and light, fresh pastel shades, complemented by light gray and silver. Optimism and energy seem to splash off the color palette - and therefore the products. Cheerful, playful shapes give this theme a dynamic look.
For floral arrangements, the basic constructive form used is mainly the circle or sphere. These round shapes, often with playful and surprising effects, can be found both in the flower arrangements themselves and in the background.
Among houseplants, hanging plants take center stage. They often provide a surprising contrast to basic structures in pots or wall decorations.
Keywords: cheerful, colorful, playful, creative, original, surprising, constructive, inquisitive.
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