Flora & Green are the new must in communicating your sustainable reputation

M. Abbati
Not by chance, agricultural companies breeding ornamental and flowering plants are rediscovering ancient values to foster sustainability or introducing innovation respectful of the natural rhythms according to the specific needs of each plant species. Seabrook, a prominent British gardening writer and television broadcaster, suggests that we start from the ‘heritage’ of each plant species to create the best conditions for cultivation, both in nurseries and at home. Following his teachings, emerging entrepreneurs are selecting plant species that require less maintenance and are suitable for local climatic conditions. This triggers the triple bottom line (TBL), a business strategy that invests in environmental, social and economic sustainability (Cox and Pezzullo, 2015). Managing an appropriate business communication strategy is essential to get to the point with the least risk of noise, to avoid green washing. Reputation, trust, empathy, clarity, responsiveness, and storytelling based on reliable and traceable sources are key factors to make a difference on the market and foster eco-responsibility in the target audience. This article will offer an overview of the evolution of eco-communication from its birth to the present, with a look to the future through a targeted case study.
Abbati, M. (2023). Flora & Green are the new must in communicating your sustainable reputation. Acta Hortic. 1383, 307-314
DOI: 10.17660/ActaHortic.2023.1383.37
eco-communication, circular economy, triple bottom line, corporate social responsibility, biomimicry

Acta Horticulturae