Looking good

This past holiday season, industry groups and businesses advocated for themselves in some unique and inspiring ways. There have been some great examples of education, content marketing and feel-good press that promote the benefits of the industry and dispel longstanding myths about holiday traditions.

In an attempt to head off misinformation about poinsettia toxicity, The Society of American Florists recruited garden centers and greenhouses to help spread the word that poinsettias are safe houseplants. The Texas A&M Forest Service touted the benefits of a real Christmas tree and pointed out the environmental impacts of buying an artificial tree.

Greenhouses spread the news of their good deeds to local news outlets to show their investment in the community. From toy collections to poinsettia deliveries for healthcare workers, operations did their part to make 2020 a little bit better.

It all put the green industry in a good light and helped make customers feel good about their purchases. With Valentine’s Day, Easter and Mother’s Day fast approaching, how are you planning to tell your customers that plants are the right presents? Whether it’s a blog post, a press release, a social media campaign or something else, I’d love to hear about it!

It’s the little things you do that add up to make a big impact. And I truly believe educating and advocating for the green industry is improving consumer perceptions a little bit at a time. Here’s hoping that 2021 is a year of positive change and growth for the industry.