By Arnold Wittkamp, CEO of Thursd.
In a world where sustainability is often reduced to buzzwords and superficial gestures, it's time to have an honest conversation about the value of flowers and plants. And the problem I have with artificial flowers. In some of my LinkedIn posts of the past year, I expressed deep concerns about the growing use of plastic flowers and plants and the (flawed) communication strategies by our industry that plague our industry’s sustainability efforts.
The Plastic Flowers Problem
Plastic flowers and plants are seen as trendy in the Netherlands and some other parts of the world, mainly due to sustainability claims, but not in a way that suggests plastic flowers are sustainable; rather, it implies that real flowers and plants aren't.
The world upside down? I think so.
In the Netherlands, more and more institutions, governments, and companies are choosing plastic under the pretense of being more “sustainable.” But is that truly sustainable? And what does that word mean? Plastic flowers and plants might ultimately have a larger footprint; that might be true. But what happens after the use of plastic flowers? And what happens to people's minds and feelings surrounded by plastic flowers? What happens to the floriculture industry if plastic wins over real?
Imagine a world turned upside down, where every office had to replace its plants and flowers with plastic ones—what a disaster! If I worked in such an office, I'd quit on the spot. Let me explain why.
I don't think artificial flowers and plants are a good substitute for real ones. I believe the opposite. Plastic flowers and plants aren't good. Nor for people, nor the environment.
Specifically, today, we need to reevaluate and rediscover the value of nature, returning to what feels natural. Return to what makes sense, return to nature, like it's presented to us. Let me clarify. With so many artificialities surrounding us, we no longer know what is true, what we see online, or what is presented to us in the news. What is real and what isn't? This is very disturbing to many, giving many of us feelings of uncertainty and depression. Sometimes it seems as though this is intentional, to confuse us and make us ignorant, and to view reality differently from what it is and represents, even when it's presented right in front of us. Artificial flowers and plants are part of this mechanism.
The Tendency Towards Nature in a Tech-Driven World
But it's also a good thing. Paradoxically, as the world becomes more reliant on technology, we see a renewed appreciation for nature. In a world where everything can be fake, this strange mechanism prompts us to return to ourselves; we must go inward, feeling and touching our deeper, inner values. And I believe all mankind shares, in essence, the same values. Values like being connected to nature, and the fact that flowers and plants make us feel better. I believe that everyone on earth, in essence, feels better after looking at flowers, let alone being in nature or surrounded by plants and flowers in offices, schools, or other places.
In a world filled with technological innovations, it's a normal process for people to crave balance by turning to what feels authentic. The beauty, tranquillity, and sense of well-being that flowers and plants offer cannot be replaced by anything synthetic. As we progress, I believe we’ll see more people choosing to surround themselves with nature’s finest creations, finding peace and joy in the simple presence of a flower or plant.
I don't remember where I first saw this quote below, but it made a profound impact on me:
"We have entered a new age in which we are thrown back to ourselves, to our senses, because as what we see around is is now highly questionable."
I believe we are transitioning to a new era where nature's essence is vital. The time is ripe to focus on what's real.
Getting Back to What Matters
We’ve become so used to the beauty of nature that many have stopped noticing it. Flowers and plants are magical, yet they've become so commonplace that they no longer feel special. Just as eating the same meal every day can become monotonous, seeing flowers and plants every day without appreciating their value can also diminish their magic.
The floriculture sector needs to remind people of the beauty and importance of natural flowers and plants. We must stop the plastic trend and return to what’s true—real flowers and plants. This begins with bold communication from the sector, highlighting what plastic alternatives lack.
Sustainability Industry Efforts Have Good Intentions, but Misguided Execution
Our industry has taken steps towards sustainability, but they often fall short. It’s concerning that we see labels focusing on CO₂ scores while forgetting the more profound impact. For example, it would be more meaningful to highlight the social implications of purchasing a flower or plant, such as how it can support a family in Ecuador or help send a child to school in Kenya. Or just that real flowers and plants are good for you, like in the US campaign of ‘That Flower Feeling,’ where flowers are being promoted as ‘The Best Self Care.’ Sustainability should be more than numbers—it should be about what they do to and with people.
I think a slogan like ‘Flowers and Plants are Good for You’ encompasses it all.
Flowers and Plants Are Good for You!
We spend our days surrounded by screens, devices, and artificial environments. In which many things can be fake. This digital immersion creates a deep yearning for something real—something that technology cannot replicate.
This is where the value of real flowers and plants becomes even more evident. As technology advances and increasingly dominates our lives, the contrast between the artificial and the natural becomes more pronounced. People are increasingly seeking ways to reconnect with nature. What better way to do so than by bringing real flowers and plants into our homes? The future of flowers and plants is not just about sustainability—it’s about celebrating what’s real in an increasingly virtual world. Let’s continue to nurture this connection.
Editors note: This article is an edited version of what was first published in the BFA magazine in October 2024.
