Floral Marketing Fund redesigns website

The Floral Marketing Fund has redesigned its website, floralmarketingfund.org, which includes floral marketing research, consumer insights and industry resources.

Built with improved navigation and connections among reports, news and tools, the new site makes it easier to discover insights to help market flowers and plants more effectively to today’s consumers.

The new website makes it easier to explore and access FMF’s growing library of consumer marketing research while improving navigation, mobile responsiveness and connections between related reports, webinars and news content. The redesign also simplifies the process for users who want to get involved with future floral marketing studies and stay connected through subscriptions and updates.

Originally established in 2008 by volunteers of the American Floral Endowment, FMF exists to fund and promote research and marketing that helps floral businesses sell more flowers and plants. The organization’s mission is “to develop, support, and promote collaborative fundraising, research, and marketing efforts to increase flower sales,” with a vision focused on inspiring everyday purchasing of fresh flowers and plants through targeted promotion.

The redesigned site reflects that mission through a research-first approach that helps users quickly locate consumer studies and educational resources relevant to today’s floral marketplace.

“The Floral Marketing Fund’s research is designed to help the floral industry better understand today’s consumers and identify opportunities to increase engagement with flowers and plants,” said Laura Shinall, chair of FMF, AFE Executive Committee member and managing partner at FreshPath Marketing. “Our new website creates a more accessible and connected experience for industry members looking for actionable insights, educational resources and ways to support future floral marketing initiatives.”

New and upcoming floral consumer research

The FMF recently released a new consumer study on catering to Gen Z consumers; access the full report, slide deck and key findings webinar by clicking here.

The FMF will be releasing two additional new reports in 2026: the Houseplant Consumer Preferences study and the Online Flower Buyer Behavior study. Click here to subscribe for updates.