The Horticulture Sector Trends for 2018 have been announced. The Netherlands horticulture sector umbrella organisation Tuinbranche Nederland, VHG sector association, iBulb and the Flower Council of Holland have developed the trends in consultation with trendwatcher Aaje Nijman.
Together they have identified three style trends for the floriculture sector for the coming year. They will be using the associated press material (text and image) to encourage the media to highlight these trends – and therefore flowers, plants and bulbs – to consumers. This press material is available now for editorial teams at home and abroad.
Three trends, four organisations
Editorial teams are increasingly interested in trends and developments in the horticulture sector. The 2018 style trends are a response to this. They have also arisen from the need of the four horticulture sector organisations to present a more unified front. The three trends are also being communicated to the members, funders and collaborating organisations of the horticulture sector participants. They can use these when making purchasing, product innovation and communications decisions.
Trends based on the zeitgeist
The current zeitgeist involves a search for new answers because old structures have lost their power. Think of a fake news and the failure of opinion polls. But where do we go from here? What is notable is the dilemma confronting society: we are living in a time when society is becoming more hardened and coarsened, whilst also having a great need for connectedness. We want to move forward, but we also want to hang on to the past. Self-interest is primary, but at the same time there’s a growing need for connection and harmony. This is splitting society into new, polarised groups. A universal centre ground is arising in between, where we can work towards a more harmonious society with renewed trust.
This zeitgeist has been translated into three style trends:
- Romance 3.0
We shall analyze these different trends in the next articles dedicated to them.