Interflora is marking this Father’s Day by addressing a pronounced disparity in the gifting of flowers between men and women attributed to outdated gender stereotypes.
Observing that the first time a man receives a bouquet is likely to be at his funeral, the delivery network is encouraging people to show their love with flowers rather than aftershave and wallets.
Interflora is on a mission this Father’s Day to challenge society’s ingrained association between flowers and females by showing some doting fathers receive their bundles of scented, colorful goodness.
Seeding their movement for change, Interflora is encouraging people to share videos of men expressing surprise and delight at the gift of flowers on Instagram with the hashtag #ShareSomethingReal in a bid to show more men what they’re missing.
Lauding mother nature’s bounty in an impassioned blog post, Interflora’s Daisy Buckberry wrote: “Flowers are special (just ask Wordsworth, or Van Gogh, or David Attenborough). They’re some of the best of nature’s beauty. They can even convey all sorts of meanings without you needing to say a thing. Plus, when you order Interflora flowers, he’ll get a bouquet that’s hand-crafted by an artisan florist so it’s entirely unique – he’s one-of-a-kind, his gift should be too. So, if he’s never been given blooms before, now’s your chance to surprise him. He deserves to experience flower power.”
Interflora has a tough job on its hands to convince men that it’s flowers they want, with the social media response proving to be rather muted thus far.
Buckberry said: “We’ve spotted videos on TikTok of men being surprised (and delighted!) on receiving flowers for the first time, and threads on Reddit, and it’s fantastic to see. The tweets from men saying they feel like they’re missing out, not so much.”
Change may be in the fragranced air, however, with Google searches for ‘flowers for men’ jumping 30% over the past year – indicating that shrinking violets may be in retreat.