2023-01-23

Does climate change have an impact on shopping behaviour?

Does climate change have an impact on shopping behaviour?
 
Author:
Managing Director Media Concept Group

Over the last few months, many surveys have indicated that more than 50% of all consumers want to change their shopping behaviour - triggered by the accelerating climate change. Regardless of whether wine merchants or retail trade associations commissioned the studies; the result is the same - there is a great willingness to behave "climate compliant". In this blog post, we look at the impact of this overall social development on our plant sector.

Many horticultural production companies have already started to select plants from the existing assortments that can cope with particularly dry locations, for example. These species and varieties are subsequently introduced to the market with special marketing concepts. A good example is the concept "Dry artists - enjoy instead of watering with drought-resistant plants", which was recently presented at the in-house exhibition of Zu Jeddeloh Pflanzenhandels GmbH.

Concept set-up at the Zu Jeddeloh in-house exhibition · Image: ©Garry Grüber 
Concept set-up at the Zu Jeddeloh in-house exhibition · Image: ©Garry Grüber

Another example comes from Kientzler Jungpflanzen. Under the title "Heat Professionals", a plant assortment is offered that can even manage 1-2 weeks without watering in summer. A special advantage for the horticultural production company is the combination of different species in one planting. It is also possible to produce different young plants in a 13 cm pot.

Planting examples heat pro's and label pictures: ©Kientzler Young Plants   
Planting examples heat pro's and label pictures: ©Kientzler Young Plants

However, in addition to these concepts, in which plants from existing ranges are brought together, there are also efforts in plant breeding. Here, the focus is on special resistance to heat and drought.

So far, no notable "breakthroughs" have been seen in the market. However, it is interesting to mention that e.g. the company Sakata already achieved a lot of attention many years ago with the Impatiens series "SunPatiens®". Through breeding measures, it was possible to modify the "normal" and heat-sensitive Impatiens New Guinea in such a way that it became more tolerant of heat and drought.

Assortment example SunPatiens® / plants in brand pot USA · Pictures ©Sakata 
Assortment example SunPatiens® / plants in brand pot USA · Pictures ©Sakata

No matter which approach is chosen - assortments from existing plants or new breeds. Media Concept Switzerland and Gregg Marketing are your partners to develop successful marketing for your plant concept. We look forward to your feedback.

 

Author:
Robert Wacker
Managing Director Media Concept Group
Robert Wacker has been working in the green industry since 1980. For 20 years, he has been developing marketing and sales concepts for breeders, producers and retailers. As Managing Director of all international affairs for the Media Concept Group, he regularly writes articles for this blog.

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