How will consumer behavior continue to evolve in a time of physical distancing? In what ways will the pandemic reshape where, when, why — and how— consumers buy goods and services? For business owners who want to survive, answering such questions is key, and hope alone is not a strategy, says author, speaker and retail consultant Jim Dion of Dion Co. During this dynamic, thought-provoking presentation, Dion will leverage his research in human psychology and experience advising legacy brands through periods of intense change — including The Ritz-Carlton Company, Harley-Davidson Motor Company and Hummer — to share insight on the important lessons the current crisis already has taught retailers and how business owners can position their operations to be on the leading edge of changes in consumer spending and habits. Dion, a speaker at past SAF conventions, brings both a deep understanding of the unique challenges facing the floral industry within the context of the overall crisis — and fresh perspective on how to see some of those obstacles in a new and empowering light.

Jim Dion laid out some of the biggest changes in consumer behavior, now learn how major players in the floral industry project how floral industry entrepreneurs will need to adapt their playbooks and how they plan to keep moving forward in new ways in the near- and longer term. Walk away with practical ideas and inspiration on how to take concrete steps immediately that will make your business more agile, resilient and successful.

The Society of American Florists and the Floral Marketing Research Fund recently commissioned a consumer poll to determine how consumer floral buying behavior may change in the wake of the pandemic. Will flower budgets shrink? Will consumers purchase less frequently — or more frequently — than in the past? What are the top factors that will influence flower-buying in the next six months? Safety protocols? Budget? Be among the first to hear the results of this survey — and what they mean to floral businesses moving forward — from industry economist Charlie Hall, Ph.D., of Texas A&M University.

Following Dr. Charlie Hall’s keynote presentation, a panel of industry experts will explore the practical implications of key findings and share how they are thinking through opportunities and challenges presented by some of these shifts in behavior. Attendees will have the chance to engage more deeply with key points made during Dr. Hall’s session, through the lens of decision makers representing different industry segments.

Since the onset of the pandemic, the “buy local” movement appears to be growing stronger and even more relevant among consumers who care about their communities and want to support area small businesses. For decades, Lee’s Flower and Card Shop has been at the center of its community in Washington, D.C.’s historic U Street corridor. Join sisters and co-owners Stacie Lee Banks, AAF, and Kristie Lee as they share some of their experiences so far from the pandemic and social upheaval — and talk about how they are drawing on the foundation of their brand as a community-oriented local business to push through the chaos.

Industry members who have created strong bonds with their local communities will expand on the keynote session with a conversation about how floral businesses can better cultivate partnerships and networks among area businesses, civic groups, individuals and more. They’ll share insight on why those connections are even more important today and give advice on how tools such as great storytelling can help business owners find new pathways to stand apart, finance projects and build toward the future.

How do you lead your business through this unprecedented time and move from reacting to trauma and crisis to creating more strategic, meaningful and ultimately productive relationships with your team? How do you create a new framework and find ways to let go, move on and reimagine who you and your business might become? What do you do as a leader when you just don’t have all the answers? Join Joe Don Zetzsche, director of H-E-B’s BLOOMS Flower Shops, and Kate Penn, CEO of the Society of American Florists, for a conversation about what strong leadership looks like today and why it matters.

After the conversation with Joe Don Zetzsche and Kate Penn, floral industry leaders will dig into the resources and perspective they tapped into as they made some of the hardest decisions of their careers. They’ll talk candidly about missteps, lessons learned and the key indicators they rely on now — and they’ll share some of the habits and strategies they’ve adopted or adapted over the last few months to become more effective leaders for their teams.