On February 6th, 2020 Romany and Monique shared with the attendees of MIE 2020 how we developed a cross-cultural segmentation model to gain a deep understanding of flowers and plant consumers around the world, including their psychology, values, lifestyle, culture and foresee future trends. How they differ across markets and more importantly what they have in common.

The Flower Council of Holland shed light on how they used these insights to develop an international marketing strategy, craft effective marketing messages and supercharge campaigns in the Netherlands, France, the UK, and Germany. With engaging campaigns that really got people talking about flowers and plants. Not just amongst the consumer themselves, but also in the media. During the presentation, we showed the ads that contributed to strengthen the top of mind position of flowers and plants amongst consumers and grow the Floricultural sector, one of the most important Dutch industries. We hope that we inspired you to think global, act local and boost your vitality with flowers and plants!