In this episode of SAF Exchange, Chris Drummond, AAF, PFCI chairman of the advisory board for industry-backed national marketing initiative That Flower Feeling, discusses the floral industry’s long-running challenge of building consistent consumer demand.  

Launched in 2021 with the “Flowers. Self Care Made Easy” campaign and expanded last fall with “Just Add Flowers,” That Flower Feeling is working to reposition flowers from special-occasion purchases to everyday essentials tied to wellness, emotion and lifestyle.  

Drummond shares how the campaign is evolving, what the industry is learning from early test-market results, and why he believes sustained national marketing could reshape how consumers think about flowers. 

Amanda Jedlinsky is the senior director of content and communications for the Society of American Florists.