The presence of flowers in the home can change a consumer's state of mind.

Wouldn’t this be a great idea to promote in your store, or thru signage on the outside of your store to draw people in?  Read the following summary below about a recent New England study:

SAF, FPO Unveil Research Results
The presence of flowers in the home can change a consumer's state of mind. That's what attendees learned during the Sept. 29 Consumer Marketing Breakfast when the SAF/Flower Promotion Organization (FPO) alliance unveiled results of their Home Ecology of Flowers Study. And now, florists can tout those results to their customers.

Nancy Etcoff, Ph.D., a faculty member at Harvard Medical School and a practicing psychologist at Massachusetts General Hospital, conducted the research and presented the results to the industry. Here's what she found:

• Flowers feed compassion. Study participants who lived with flowers for less than a week felt an increase in feelings of compassion for others.
• Flowers chase away anxieties, worries and the blues at home. People in the study felt less negative after being around flowers at home. They also placed the flowers in their kitchens, dining rooms and living rooms, all places where they spend a lot of time. Participants reported that they wanted to see the flowers first thing in the morning.
• Living with flowers can provide a boost of energy, happiness and enthusiasm at work. Having flowers at home resulted in a positive carry-over impact on participants' moods at work.

Etcoff will serve as the SAF/FPO alliance's spokeswoman during an upcoming public relations campaign, set to launch next week, which will publicize the positive findings and continue to generate news about flowers. The campaign includes distribution of a press kit to print media, a satellite TV tour and collateral materials to be available from SAF and FPO.

Read more about the research in the November issue of Floral Management magazine.

-- Julia Sydnor
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