Those who work in the floral industry every day see the positive reactions of people as they are exposed to flowers. In theory, our industry knows that flowers make people happy! Through the years, SAF has taken it a step further with groundbreaking research studies – in partnership with major universities and researchers in human emotion – that scientifically prove that flowers have a positive effect on our emotional well being. Having the science behind flowers gives us the ability to take this message to the media and consumers to share the good news about flower power.
SAF’s university research projects are funded by the SAF PR Fund.
Harvard University / Massachusetts General Hospital: People feel more compassionate toward others, have less worry and anxiety, and feel less depressed when fresh flowers are present in the home.
Texas A&M University: Women and men demonstrate more innovative thinking — generating more ideas and original solutions to problems — in a work environment that includes flowers and plants.
Beyond university research, SAF also conducts consumer research to evaluate consumer perceptions, motivations and barriers to purchasing flowers and plants.
Generations of Flowers Study
SAF members have access to the findings of this research, which studied three generations of flower buyers: Gen Y, Gen X, and Baby Boomers. This study was conducted in partnership with the American Floral Endowment and funded by the Floral Marketing Research Fund.
The Floral Purchase Tracking Study
SAF also partnered with the American Floral Endowment on The Floral Purchase Tracking Study, funded by the Floral Marketing Research Fund, which reveals:
- Types of flowers purchased
- Amount spent
- For whom
- What occasions
- Satisfaction levels and more
SAF members receive a discount on the purchase of the study.