Flower Meanings: Are They Relevant Today?

This qualitative study sought to describe contemporary views of ten selected flower specimens regarding the feelings they evoke in eighteen participants divided evenly across three generations: Baby Boomers, Generation X, and Millennials. Little research exists in the scholarly body of knowledge regarding definitions of flowers; however, industry publications have captured some traditionally held definitions of some flowers. This phenomenological study utilized participants in the three generations of interest by showing each participant photos of ten selected cut flower specimens and asking them five questions about the emotions evoked by each flower, how they would feel if they received each flower, perceived symbolism and representation of each flower, and their own assigned meaning for each flower. After reduction and structural syntheses were conducted, definitions for eight flowers were derived. Two flowers had inconsistent definitions; however, literature shows some inconsistency throughout history as well. Recommendations for future studies include larger sample sizes to better understand the generations, larger areas or locations of sampling to show a wider sample, and an improved interview protocol to evoke more in-depth responses from all participants. Practitioner recommendations include using definitions that are more current and understanding of consumer perceptions in making floral sales recommendations