It’s been over 40 years since our country has seen a significant generational shift in consumer wants and trends; we are talking about the 1970s here. I’m confident that many of our current floral industry leaders were worried about buying their first car or finding a date to the prom, and not about the seismic shift in trends caused by the buying habits of baby boomers.

Over the next two years the millennial generation is expected to outspend the baby boomers, who have been the main target of product developers and marketers for over 40 years. How millennials will influence trends is well documented, however, this impending largest-ever change in purchasing power isn’t the only significant factor on floral and plant containers preferences. To make the next two years even more unpredictable, the impact of urbanization as well as European trends cannot be overlooked.

If you have not studied the motivations of millennials, now is a good time to start. The vessels they want their flowers and plants dressed in will not be what we are used to. Millennials want to celebrate their personalities and to express their moods. They are more educated about what colors mean and communicate. So get ready for the movement and the demand for vases and pots in a wide variety of colors. Study your colors to understand what they mean and market them accordingly.

This generation is also about saving the earth, buying local and organics. Expect sales on containers made from natural materials or that have an earthy look to continue climbing.

Where our consumers live will also affect upcoming container trends. According to recent studies, 79 percent of the U.S. population lives in an urban setting and this number is expected to increase by 2 percent per year. This means less space for outdoor gardening and less space for flowers and plants inside the house. The opportunity lies in the fact that over 60 percent of today’s consumers want to bring plants and flowers into their home.   This data, coupled with urbanization, equals an explosion of small container gardening, of plants and flowers grown indoors, and the need for containers that fit small spaces.

From the day the Mayflower landed, trends of every kind have been derived from European countries. What has changed is the amount of time it takes for the European influences to reach U.S. consumers. Ease of travel and technology has given the masses instant access to European style, and shortened the time it takes for those styles to become American consumables.

Container trends from across the pond are showing a unique blend of nostalgia and urbanization. Old-world bottle looks are strong, but so are modern-looking blends of materials. Mixed-material containers include any combination of shiny metals, vintage glass, worn wood, rope, concrete and a plethora of organic matter. Europeans are also marketing what appears to be a new lightweight, ultra-durable container. It is a material that allows for an endless number of colors and textures to meet every mood. It boasts low-cost shipping along with minimal in transit damage. Turns out, this is a material formerly known as plastic.

No matter what the generation, your customers are changing. They will all have one thing in common as they select their containers for plants and flowers — they want something that fits and speaks to their lifestyle. Predicting container trends for the upcoming years will be somewhat like predicting a tornado. We know it is likely to happen, we just don’t know the precise time, the swiftness, or the power with which it will hit. But we do know that it’s important to be prepared.

Kelvin Frye is director of sales and marketing at Syndicate Sales in Kokomo, IN. He can be contacted at 765/457-7277 or [email protected].