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Florists' Review - June 2022

Florists' Review Media Group has served the global floral in study for over 124 years.

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Extra Features and Video Online FloristsReview.com R E A D O N L I N E 53 ith each succeeding generation thinking it is the cat's meow, it is important to realize that for your flower business to survive and thrive, you can't simply have a marketing plan in place. You need multiple plans. Each generation of consumer has its own beliefs and foibles that define it—regardless of how others define them or how the generation defines itself. When "e Who" screamed out in the 1960s (and decades later) that they were "talkin' 'bout my generation" in their song, My Generation, years later, upon hearing it for the first time, I laughed and added my own phrasing: "talkin' 'bout my dad's generation." But there's good news. As each generation grows older and a new one comes to dominate, definitions of previous generations change. Take the previously named "baby boomers" category, for instance. Below is a generational breakdown. Please note that generational names are based upon when members became adults, per data compiled by Beresford Research. WWII Generat born 1922-1927; ages 95 to 100 in 2022 Post-war/Silent/Greatest Generation born 1928-1945; ages 77 to 94 in 2022 Baby Boom Generation born 1946-1964; ages 58 to 76 in 2022 Generation X born 1965-1980; ages 42 to 57 in 2022 Generation Y/Millennial Generation born 1981-1996; ages 26 to 41 in 2022 Generation Z born 1997-2012; ages 10 to 25 in 2022 Generation Alpha born 2013-2025(?); ages 9 and younger in 2022 at's eight defined generations to which a flower company could market. Although we can dismiss the non-existent purchasing power on Generation Alpha for the time being, we are reluctant to put the kibosh on marketing to the WWII Generation, but we acknowledge that marketing to them can be done as you might for the Post-war/Silent/Greatest Generation, as senior members of society. Regardless, that leaves six generations upon which to focus your marketing plans. Florists' Review assumes you have plenty of experience marketing to millennials and older generations (ages 26 and older in 2022), but who's next? Generation Z—pronounced as "zee"—or "zed," for our Canadian friends—who are 25 and younger this year. is is the next generation of flower and plant buyers, and we need to start reaching out to them now! WHY GEN Z, AND WHY NOW? You might wonder why not discuss millennials since the past few years have seen that age bracket become the largest generation in the U.S. workforce. But Gen Z is going to become the next big thing, and they already know what they like and what they dislike. Opinionated? Yes, but no more so than any other generation, regardless of the feelings of those who are wont to opine, "Well, in my day … " Gen Z has already begun to make itself known. You've heard of 19-year-old environmental activist Greta unberg, right? Right. Sociologists describe the Gen Z population as being creative and bold—the creators of trends seen on TikTok, Instagram Reels and other platforms. And, despite YouTube's old-school appearance, Gen Z utilizes this platform, too. ese are important things to keep in mind when marketing your products and services to these consumers Gen Z-ers loves to view content via Instagram, but keep in mind that TikTok usage is on the rise. If you are wondering what Instagram Reels is, creating a marketing plan yourself may not be ideal! Instagram Reels tends to focus on content creation while Instagram Stories keys in on real-time events. A video showing a flower design is better-suited for Instagram Reels, with its 15-second, multi-clip snaps. Here's a link to a great explanation of Instagram Reels, W

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