Successful 2021 Trends webinar

On 19 May trendwatcher Aafje Nijman gave our Dutch stakeholders the usual detailed and inspiring look ahead at the trends and developments for the coming year and how the floriculture sector can utilise them.

The 2021 Horticulture Sector Trends presentation (in Dutch) did take an unfamiliar form this time as a webinar. But the spontaneous reactions afterwards from the hundred or so listeners were very positive. 

Style Trends
​Every year Aafje Nijman of Bureau Nijman + Van Haaster identifies style trends for the floriculture sector in collaboration with Tuinbranche Nederland, IBulb and the Flower Council of Holland. Social, technological and economic developments that were already happening are accelerating. Combined with non-traditional attitudes they are resulting in a new zeitgeist. Obviously the effect of the coronavirus crisis and the unexpected challenges that it has posed are having an impact. This changing zeitgeist is also leading to changing consumer needs. Not just for products and brands, but also with regards to flowers, plants and gardens. All this information forms the basis for the 2021 Horticulture Sector Trends. We hope that this provides the sector with the tools to continue to inspire and motivate customers and stakeholders in 2021.

Change Reaction

Aafje describes the 2021 zeitgeist as a ‘Change Reaction’. We are in the midst of the process of change that we described last year in the trend vision ‘Irresistible’. The consequences of this will become clearly visible in 2021. The transition to the new situation requires us to take action and modify our habits to ensure a better future. Change is the new normal. Set against this is the fact that many people have a good life, and are therefore unwilling to forgo certain achievements. It is therefore very important that changes in our society lead to improvement in the quality of life. Four value trends are shaping this (general) zeitgeist: Keep it Mankind, Revise the Moral, Take a Stand, and Pick your Cherries.

Want to find out more?​
We will shortly be providing more information about the 2021 Horticulture Sector Trends on our website. If you would like to find out more before then, please contact us at info@bloemenbureauholland.nl.