People feel the power of flowers Who needs a Starbucks espresso or Red Bull energy drink when flowers can have the same effect? Based on recent research, flowers could offer people the pick-me-up they are looking for without the side effects of food or medicinal products. Fat-free, sugar-free, cholesterol-free with zero calories. Why would anybody not want to buy flowers? Psychologist and Harvard Medical School professor Nancy Etcoff and her research team studied the effects of flowers on people's well-being in the home environment. Etcoff, who has appeared on "The Oprah Winfrey Show," is author of the book "Survival of the Prettiest: The Science of Beauty." During the Home Ecology of Flowers Study, 54 people ages 25-60 rated their feelings for a week during specific times of the day when flowers were and were not present. Photographs were also taken before and after flowers were delivered to determine changes in the use or appearance of the room in which the flowers were placed. The goal of the study was to determine the impact of flowers on positive and negative moods, energy and feelings of competency. The study was co-sponsored by Society of American Florists and Flower Promotion Organization, Etcoff said she was aware that flowers made people happy when they received them. What she didn't know was that people who spend a few days around flowers in their homes experience a wide range of emotions. "As a psychologist, I'm intrigued to find that people who live with flowers report fewer episodes of anxiety and depressed feelings," Etcoff said. "In all, our results suggest that flowers have a positive impact on well-being." Flowers provide a natural high Etcoff presented the study findings at this year's SAF convention. After being around flowers in the home for just a few days, participants said they felt less negative. Participants placed the flowers most often in locations where they spent a lot of time. The feelings that participants experienced at home were carried over to the workplace. People were more likely to feel happier and have more enthusiasm and energy at work when they had flowers in their home. Flowers in the home had a quick impact. In less than a week, people exposed to flowers showed an increase in compassion for others. In October, the SAF/FPO Alliance launched a nationwide public relations campaign with Etcoff as a spokesperson to publicize the positive impact of flowers. FPO is offering retail collateral material to piggyback the campaign. SAF has also developed a marketing kit. I wonder if there's any chance of scheduling Etcoff to make another appearance on Oprah. Too bad the floriculture industry hasn't established a national marketing program for its products. A full-scale national program similar to the Got Milk? advertising campaign would go a long way in promoting the emotional benefits of flowers. It might just get people saying, "Got flowers? They do an ego good." Send this article to a friend Enter your e-mail address: Enter your friend's e-mail address: Click the image below to send: © 2006 Branch-Smith Publishing