Inc. “We’ve heard the word ‘unprecedented’ used a lot to describe the pandemic, and so part of the challenge is defining that idea and what’s happening, so that we can all start to understand the full impact this event is having on our society,” said Dion, who has helped lead legacy brands such as Harley-Davidson and The Ritz-Carlton Company through periods of change. “What does it mean to be a consumer now — and what are the full spectrum of reactions? What are the psychological issues — how are people coping? How do those strategies tie into the floral industry?” In the past five months, Americans have experienced new-to-them technology
H
at record rates: People are video conferencing more than ever and ordering more goods, including groceries, online. How many of these new behaviors will stick once stores, schools and workplaces fully reopen? It depends, said Dion, one of five keynote speakers at the Society of American Florists’ recent Reinvention Summit. (Read more on p. 10.)
ow will consumer behavior evolve in the near- and long term as Americans wrestle with what it looks like to shop, socialize, congregate, work, play — and, well, live — in the age of an ongoing global pandemic? What do these changes mean to floral industry professionals from all segments?
Good questions, says author, speaker and retail consultant Jim Dion of Dionco
SIGN OF THE TIMES Jennifer Morris puts the fi nishing touches on designs at Rockcastle Florist. Like fl ower shops around the country, the business has communicated new and evolving safety protocols with staff and employees.
The magazine of the Society of American Florists (SAF)
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