Barbiecore and biophilia are two very different trends – both work hard to grab consumers’ attention with our products.
The latest Danziger-sponsored international webinar, hosted at the end of October by Kelli Rodda – editorial director of Greenhouse Management Magazine – discussed evoking the senses, embracing Barbiecore and biophilia, and creating compelling social media content that can help floriculture companies grow their businesses.
During the Danziger webinar, Kelli Rodda asserts that as we go into 2023, “the green industry must strategise to preserve garden consumers and entice them to continue buying plants to beautify their homes, indoors and out.”
Guest presenter Manuel Rucar of trends consultancy Chlorosphere noted that being aware of the latest trends can help the green industry with its sales and marketing campaigns. “Society changes, and as professionals, we need to feel the heartbeat of the market,” he explained.
To that end, Rucar highlighted that people (the younger generation in particular) are currently caught between idealism and dystopia.
The dystopia relates to the threat of climate change – a phenomenon driving the desire (for millennials in particular) to lead a greener way of life. This desire is heightening the trend for nature-friendly, rewilded, natural landscapes.
Meanwhile, the trend for idealism is borne out of people’s desire for escapism and a better world and future. “The younger generation dreams of a new world, mainly full of colour and hope,” Rucar said.
He revealed that pink has been experiencing a “huge comeback” that started in 2020 when Mattel’s Barbie doll toy came back into fashion. ‘Barbiecore’ is now a trend that has infiltrated the fashion industry and other sectors, including floriculture.
Though hot pink is preferred, other shades such as bubblegum and fuchsia also embody the Barbiecore vibe, said Rucar.
He emphasised that the trend is about a subtle and tasteful splash of pink rather than “putting lots of pink things together.”
He also alerted audience members that, towards 2025, this “quick and fast” trend for bright pinks is likely to fade out and be replaced by pastel colours.
Joe Baer, from creative agency Zen Genius, discussed the importance of creating a “great store experience” – reminding delegates that good visual merchandising can make customers say “wow” – elevating the perceived value of the products and helping to drive sales in store.
Baer also noted that creating customer sensory experiences is essential in today’s retail world. “By creating these displays, we have the power to shape the way someone feels. And part of that is helping to engage all these beautiful human senses that we have,” he said.
Baer advised his audience, for example, to create soundscapes (such as playing uplifting music) and “smell escapes” (such as the smell of fresh coffee) for customers to experience as they move throughout the store. He also suggested maximising customers’ sight lines. “What are you giving the customer to look at when they turn and look down another aisle? What’s down there that’s going to lead them in that direction?” he asked.
Baer reported that the use of biophilic-inspired design is another significant trend. “When we are in environments and nature is brought in, it’s inspiring to us. It gives us a sense of well-being. It helps us connect with nature, even when we’re inside.” Utilising biophilic design indoors could include, for example, incorporating more living plants into the store and using technology (such as screens) to create a nature-inspired vibe.
Baer concluded: “Remember, you have the power to change the way people feel. And that is a beautiful thing. So, let’s try to make them feel better. And let’s continue to inspire each other.”
Both Rucar and Baer noted that many of today’s customers are likely to take, and be inspired by, pictures – some of which they may post on social media. And, with social media in mind, DIG Marketing’s Rob Sproule revealed that TikTok, with its high-quality, short videos, has become an essential social media platform.
This is because it focuses on ‘content discovery’ with the viewer searching and finding content. “Make short videos, invest more money in content creation and consider working with freelance content creators,” he advised, adding: “Our industry is gorgeous and full of people looking for beauty, ideas, and education. So, our industry is primed for videos. It will pay off.”
Green sector businesses should use social media platforms, including Instagram, Facebook, YouTube, Pinterest, and TikTok.
This article first appeared in FloraCulture International in the December 2022 edition.