2017 ASHS Annual Conference

Millennial consumers (born 1977-1994) pose a unique marketing challenge to green industry stakeholders. For instance, they are the first generation to be connected to the internet their entire lives and they resist traditional marketing efforts. As a result, marketers must identify and utilize new technologies to communicate with this group. A sample of 3,011 Millennial consumers participated in a national online survey in 2016 to determine the best marketing practices to increase their floral purchases. Results indicate that Millennials have different perceptions of flowers than previous generations and often overlook flowers as gifts. Reminders and promotions are one means of improving their purchase likelihood. We explored the best ways of using technology and social media to communicate with and remind Millennials about floral products.