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What If? 

This is SHIFT: An AmericanHort Initiative taking a hard look at what the future of our industry holds. What was once announced as our “the future of retail” research project isn’t just about retail anymore – it’s about the future of our industry and how we’ve risen to the challenge of meeting modern and future consumers’ expectations. This research demands of us a shift in our strategies, thinking, and paradigms. It forces us to think and to ask ourselves – What if we started doing things differently?

When we began asking ourselves “What if…” we knew that it demanded answers. These resulting answers are not just to satisfy our own curiosities but are also
a part of our responsibility as the industry’s voice, advocate, and thought-leader.

What does this mean for the industry?

It means great strides for our industry. It means products that will help make the consumer more successful. It means increased revenue, more efficient business practices, and better work/life balance. It means making horticulture a well-known field of study for future professionals. It creates more, new, different job opportunities for recent graduates with competitive pay. It puts plants on a pedestal and makes them a “need” instead of a “want.” It connects you with current consumers while engaging new ones.

And it sends a clear message: trees, plants, flowers and our other products improve the quality of our lives.


Where will you take this potential? What will you do with it? How will you let this research point out the writing on the wall and empower you to shift the way you think, manage, and do business?

What if it leads to something great?

Click through the presentation below to learn more. 

Curious to see sneak-peaks of some insights and recommendations? Click through the tabs at the top to catch a glimpse! The full research overview and the nearly 30 insights and recommendations can be purchased in a downloadable PDF book here.


SHIFT is the largest research initiative of its kind ever done for our industry. The resulting data, insights, and recommendations paint a clear picture of opportunity for all industry businesses to capitalize on trends and even get ahead. SHIFT is a way of thinking about the industry and how it is evolving to meet the demands of modern and future challenges. SHIFT is the future of consumers, the future of retail, the future of our supply chain, and the future of our industry. With raw, real, and bold insights and recommendations for businesses at all stages and sizes, SHIFT offers small steps and big changes to help the industry evolve and thrive for the future.

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