Floriculture sector reputation remains stable as opinions become more pronounced

Stable rating

Every two years, PFFH measures public perceptions of the Dutch floriculture sector to monitor changes in reputation and sentiment. For the latest edition of the study, Motivaction surveyed more than 2,200 Dutch consumers.The sector once again achieved a positive reputation score of 3.4 on a five-point scale, unchanged from the previous survey. Flowers and plants continue to shape consumers' perceptions of the sector and are valued for the enjoyment, wellbeing and atmosphere they bring.At the same time, concerns surrounding the sector are becoming more visible. For example, 9% of consumers now spontaneously associate floriculture with the use of crop protection products, compared with 3% two years ago. This increase demonstrates that the topic has become more prominent in public debate.

Consumers are becoming more divided

Behind the stable overall score, attitudes are shifting. For flowers, both the proportion of consumers with positive views and the proportion with negative views have increased. As a result, the middle ground is shrinking and opinions are becoming more polarised. Additional analysis confirms that distinct consumer groups view the sector in very different ways. The greatest opportunity lies with consumers who do not yet hold a strong opinion. Through relevant and credible communication, the sector can strengthen both understanding and appreciation among this audience.

"The greatest challenge is not the product itself, but the sector behind it. This requires a dual approach: maintaining the relevance of flowers and plants while strengthening confidence in the sector," says Yvonne Marquenie, Research Manager at PFFH.

Turning insights into action

Together with industry partners, PFFH is translating the study's findings into concrete actions. The aim is to position the sector as transparent, responsible and socially relevant. This involves both proactive initiatives and responsive communication.PFFH works closely with Glastuinbouw Nederland and Royal FloraHolland within the One Voice in Floriculture initiative. Together, they prepare spokespersons and develop shared positions on current topics affecting the sector.At the same time, PFFH continues to launch initiatives that contribute to a more positive public perception of floriculture. Recent examples include a press trip to Kenya, the Plant Break graduation campaign, and the sector-wide communications movement Growing Something Beautiful.

"Consumers do not need to be convinced of the value of flowers and plants. Their appreciation is already there," says Anne van der Wal, Lead Sector Communications and Sustainability at PFFH.

"Our challenge is to make the story behind the product more visible and demonstrate that the sector shares the same values as consumers. However, this is not something we can do alone. Growers must continue making progress towards greater sustainability. That is the only way to keep our story credible. And if you are already taking meaningful steps, share them and don't forget to add #hiergroeitietsmoois."