For Mother’s Day 2026, several leading names in the Dutch floriculture sector are joining forces with one shared message: flowers remain one of the most personal ways to say what is not always easy to put into words.
The campaign, initiated by Plants & Flowers Foundation Holland, brings together Royal FloraHolland, the Royal Association of Florist Shopkeepers, Tuinbranche Nederland, and flower auction Plantion. Together, they are supporting the campaign ‘Nothing Says … Like Flowers Do’, a message created to connect with the changing meaning of Mother’s Day and the need for more personal, meaningful gift moments.
A Shared Campaign for Florists and Garden Centers
To help florists and garden centers bring the campaign to life, Plants & Flowers Foundation Holland has developed a set of promotional materials, including posters, greeting cards, and social media templates.
These materials are being distributed through VBW, Tuinbranche Nederland, and Plantion. Interest has already been strong, with more than 300 florists and garden centers requesting the campaign materials.
Consumers who buy a Mother’s Day bouquet will receive an XXL greeting card, adding an extra personal touch to the gift. The idea is simple but strong: flowers already carry emotion, and the card gives people more space to say exactly why they are giving them.
Flowers as the Mother’s Day Gift
Royal FloraHolland is also supporting the campaign by sharing grower stories and articles with the press, as well as an inspiring grower video. This adds another layer to the campaign, giving visibility not only to flowers but also to the people behind them.
Together, the partners are creating a 360-degree approach with one clear message for consumers: flowers are the Mother’s Day gift that can carry feelings, memories, gratitude, and love.
A Broader View of Motherhood
The campaign responds to a shift in how people experience Mother’s Day. Recent Ipsos I&O research, carried out in April 2026 among 1,000 Dutch people on behalf of Plants & Flowers Foundation Holland, shows that 69% of people in the Netherlands feel it is important to recognize different forms of motherhood.
That includes bonus mothers, foster mothers, and women who wish to become mothers. More than 40% also feel there should be space to remember mothers who have passed away.
That makes this campaign more than a sales moment. It places flowers in a broader, more inclusive Mother’s Day story. Flowers become a way to acknowledge different mother figures, personal memories, and emotions that are often hard to explain.
Personal Stories Through Media and Influencers
As part of the campaign, Plants & Flowers Foundation Holland is working with Dutch media brand Vriendin to share personal stories in print and online. These stories give different forms of motherhood a face and show how flowers can help people express what they feel.
The campaign is also being supported on social media by several influencers. They will share their own take on Mother’s Day, showing who they choose to celebrate and how flowers play a role in that moment.
Floral Installations in Düsseldorf and Utrecht
The campaign also includes two public activations in Germany and the Netherlands.
On May 2, a large, colorful vase filled with different flowers was unveiled in Düsseldorf. Each flower in the installation represents a different type of mother. On May 7, the same concept continues in Utrecht.
These installations create a visual statement in public spaces. They celebrate the many forms of motherhood and invite people passing by to pause, think, and maybe see Mother’s Day in a slightly different way.
Why This Campaign Matters
With ‘Nothing Says … Like Flowers Do’, Plants & Flowers Foundation Holland and its partners are tapping into the changing meaning of Mother’s Day while keeping flowers at the center of the conversation.
For florists, garden centers, growers, and the wider ornamental sector, this campaign is a reminder of what flowers can do. They are not just a product for a special day. They help people connect, remember, thank, honor, and celebrate.
And that is exactly where flowers belong on Mother’s Day.
All photos by Plants and Flowers Foundation.
