The driving forces of sustainability

According to the American Floral Endowment, sustainability can be thought of as “meeting the needs of the present without compromising the ability of future generations to meet their own needs,” as defined by the 1987 United Nations Brundtland Commission, yet details in this space are certainly lacking.

The semantic openness of sustainability is not something to be managed or eliminated, and it doesn’t lead to meaninglessness. Instead, this is a moving, living definition. The AFE’s floriculture sustainability project offers framings of preexisting notions of sustainable development and use calls to action to transform theory into practice for stakeholders.

At the same time, companies must be careful not to greenwash products. Greenwashing is an unsupported claim to deceive consumers into believing that a company’s products are environmentally friendly or have a greater positive environmental impact than what is true. Some of these products are marketed in green packaging or with a plant on the label to appeal to environmental consumers. Some common greenwashing terms are non-toxic, bio, earth-friendly, eco, certified green or chemical-free. Greenwashing floriculture products will create bad press and can betray and develop mistrust with consumers.

The primary focus of AFE’s sustainability project is to remain at the 40,000-foot level of what is currently being done in the floriculture industry and what can facilitate sustainability and sustainable practices today and in the future.

Sustainability does not just refer to environmental concerns but also economic prosperity and social well-being – referred to as the three pillars of sustainability, also first defined by the 1987 United Nations Brundtl and Commission. Within the floriculture industry, the drivers align with one or more of the pillars of sustainability.

A major reminder to the industry: consumers are in the driver’s seat, and how they spend their income can make or break the industry. Today’s consumers are interested and involved in how their products are being grown and where their products come from. From requesting more products that align with their personal values and being willing to pay more for them, to human rights concerns and awareness, to social pressures of being conscious of the environment, consumers are changing the way they interact with companies, including in floriculture. How do companies balance their desire for readily available goods at any point during the year with a desire for environmentally conscious products? This is a problem that will have to address at an industry level.

Labor force

Why do Millenials and Zoomers job hop so much? One of the reasons is that they are seeking a workplace experience that aligns with their personal values. This includes having a work-life balance and seeing commitment from their employer to their personal success and health. This also includes how businesses align themselves with public policies. Case in point: Some businesses are starting to incorporate sustainability plans and practices in their businesses because their employees are wanting and asking to lead these initiatives.

Geo-political pressures 

The first thing that comes to mind for geo-political politics related to floriculture is peat production. The United Kingdom has banned the use of peat at the retail level starting this year, 2024. By 2028, peat usage in wholesale and growing capacities will also be banned. Other European and South American countries are following suit with regulations of their own. In fact, Dr. Jackson has spoken with the House Agriculture Committee on peat usage in the United States, and these discussions have a high impact on the industry and are spurred by public opinion and governmental regulation.

Environmental concern 

Environmental concerns are driven by the effects visually seen in the world. Climate change and associated water shortages are the driving forces for water and energy efficiency. These issues span managed environments from urban residential areas to agriculture production systems. The industry must not only keep abreast of the changes but also evaluate its role in contributions to the planet’s changing climate. 

Technology treadmill 

A driver that straddles environmental and economic sustainability is the technology treadmill. The technology treadmill is the cycle of improving technology, reducing the cost of production, and increasing farm sizes which often results in cyclical behaviors of constant technology change. One example of this cyclical response is chemical introduction and retirement due to the development of pest resistance. Lighting, substrates, energy sources, recyclable pots, building materials – there are many examples of technology in the industry that are constantly changing and improving, and it’s also a driver for sustainability.

Business efficiency 

Some floriculture businesses are engaging in what are considered sustainable practices, such as water conservation and reduced pesticide use because it is also good for their bottom line. Other companies have expressed inertia to apply some environmentally sustainable practices because they lack social resources or economic resources. Ultimately, sustainability must be viable for the business to succeed. When looking at an industry, companies have been pressured into applying sustainable practices because their competition is already employing the practice. And now, their customers expect these practices to occur at their business, too.

Supply chain logistics 

Which form of transportation is the best? How do you define “best”? Sea freight gained popularity before the COVID-19 pandemic and continues to maintain popularity after. There is another cost that is looming in the background: carbon credits and accounting. Transportation is a major cost of carbon emissions across the globe. European companies are beginning to pay attention to this and North American companies will need to take heed. A major question remains: How can fresh products be provided, cost-effectively transported, and environmentally conscious?

Concern for future generations 

This driver is a culmination of economic, environmental, and social impacts for the future, and it is propelled by individuals who wish to leave the world a better place for their children and grandchildren. And already, it is a common refrain heard from floriculture industry members.