What Gen Z Wants from Flowers: New National Consumer Research

Generation Z is already shaping the floral marketplace, and our industry can’t afford to guess what motivates them. The Floral Marketing Fund (FMF) has completed a new nationwide study, Catering to Generation Z Consumers: Identifying Key Traits and Wellbeing Benefits in Floral Products, exploring how Gen Z consumers (ages 18–28) purchase flowers and plants, what influences their buying decisions, and how floral products connect to emotional wellbeing.

Completed by the Lab for the Assessment and Promotion of Physical Activity and Health (APPAH) at Colorado State University, this research surveyed 2,011 Gen Z participants across the United States, offering a detailed look at the expectations and behaviors of one of the up-and-coming consumer groups in today’s market.

Gen Z is digitally driven, but not digital-only. Instagram and TikTok play a significant role in floral discovery and trend influence. Social media shapes awareness, inspiration, and perceived trendiness. At the same time, physical retail remains highly relevant – seeing, touching, smelling flowers, interacting with staff, and making shopping social are strongly valued.

The takeaway: this generation moves seamlessly between digital inspiration and in-person purchasing. Retail strategy must reflect both.

Pricing is important. Gen Z compares prices, seeks value, and responds to promotions. But cost is not the only driver. Freshness, color, design style, fragrance, longevity, sustainability practices, and accurate labeling all significantly influence purchasing decisions. Gen Z evaluates flowers through both value and values.

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