Petal by petal

A story about awareness.

The climate crisis is the biggest crisis that we and future generations will face. The damage to the environment on which this is based is already irreparable in some respects. Preservation and restoration where possible, requires change.

We have reached a point where everyone must take responsibility for future-proofing our living environment. The same goes for the Dutch floristry.

During my education at Aeres University of Applied Sciences Wageningen, I was amazed at the the lack of development aimed at sustainability in floriculture. The level of awareness of the consumer who buys a bunch of flowers is not at the level it is in other sectors. As a clothing designer, I have been concerned for years about the impact of the clothing industry. There is now a growing conviction in this sector that things must change. In addition, this industry is being urged to change by consumers who want sustainable and responsible choices. The consumer, as a representative of the change, does not seem to play a role in the flower industry.

In my opinion, the floristry needs an accelerator to encourage awareness. It needs motivation to take (more) action for a (more) sustainable sector. In a broad study I wondered to what extent the role of the consumer is included in the sustainability of this sector and whether this consumer could be that motivator.

Ecological awareness has been the factual and philosophical starting point of the research. The foundation for the change.

In order to create this awareness, reports and studies have been set up to create a realistic and recent representation of the floriculture and flower industry. The various organizations point out the threats that people will have to deal with now and in the near future. They also point out the opportunities that lie ahead for the sector.

Examples of awareness-raising from other sectors were investigated. Perhaps these can be an inspiration that encourages a more conscious choice.

This research forms the inspiration to tell this story. The consumer is included in the story so that he can make a conscious choice. A story about step by step towards a better flower industry, Petal by Petal. The story is told where it is relevant: on the flower shelf. The place in the flower shop where all the flowers are beautifully arranged and where the choice is made.

This project asks the customer: “Do you want a bunch of flowers?”

The story is told by visualizing and communicating different choices right at the point of sale, the flower shelf. Known elements from floristry are used in the communication of the steps. This underlines the idea that it is indeed possible: to tell the story.

Step by step, Petal by Petal.

Petal by Petal is the graduation project of Nicolette Zwartkruis/ NicZdesign.