Are dried flowers truly sustainable and eco-friendly ?

Greenwashing in Dried Flowers: Unpacking the Eco-Friendly and Sustainable Myth

In recent years, the dried flower market has really surged, with dried blooms gracing home décor, weddings, and even fashion runways. I really really love growing and working with dried flower varieties but I am really worried about this growing shift towards the misleading marketing used by some retailers when it comes to the sale of dried flowers;  so bare with me while I have my little rant as I feel very strongly about this. Often marketed now as an "eco-friendly" and "sustainable" alternative to fresh flowers, dried flowers are praised for their longevity and lower maintenance. And yes, in their natural form, they really are a wonderful and sustainable eco-friendly option to choose. However, I think some companies are not being as transparent about their products as they should be.  As someone who both grows my own flowers (to organic principles) and who also imports flowers, which I understand aren’t usually organic, I try to buy always as sustainable as possible and to be transparent about that. 

So in this post, I just want to dive a little deeper into how you can make a more informed decision when purchasing dried flowers ; I believe we can all make a difference as long as we know how to. 

What does the word 'sustainable' really mean ?

We throw this word around all the time now, but does everyone really understand what it actually means  ?   According to the United Nations Brundtland Commission (1987), sustainability is defined as:

"Development that meets the needs of the present without compromising the ability of future generations to meet their own needs." It encompasses a balance of environmental, social, and economic considerations to ensure long-term viability and responsibility.

So is the word ‘sustainable’ just becoming a common marketing word and how do we keep it meaningful in the production and sale of 'dried flowers'. 

The Growing Popularity of Dried Flowers 

The global dried flower market has experienced significant growth in the last few years, fueled by a shift in consumer demand towards sustainability. With the fresh flower industry often criticised for its environmental toll, particularly in water usage and pesticide applications, global shipping and carbon footprints,  dried flowers seem like a reasonable eco-friendly alternative. The dried flower market is indeed expected to continue growing at a steady pace, driven by the increasing focus on sustainable lifestyles and home décor trends, so where is the problem ? 

Well it is in the greenwashing of these products. ‘Greenwashing’  is the practice of companies making deceptive claims about the environmental benefits of their products, presenting them as "greener" than they actually are. In the case of dried flowers, the notion that they are inherently eco-friendly is often overstated or misleading.  

Chemicals, Dyes & Bleaches: Not So Natural After All

While dried flowers might not require the same energy-intensive cold storage or regular replacement as fresh flowers, they are not always the natural, toxin-free option they appear to be. Many dried flowers are artificially treated with harmful chemicals, including dyes and preservatives, or bleaches to enhance their colour, texture, and longevity.

These synthetic dyes often contain chemicals that are harmful to both human health and the environment. Some of the dyes used can release compounds which contribute to indoor air pollution or possible environmental pollution depending on the amount of regulation involved locally where production occurs. Additionally, the water and energy consumption involved in dyeing flowers are not always considered in sustainability claims, further inflating their "eco-friendly" image.  

(Photo: stock image of dyed dried flowers) 

Where Do Dried Flowers Come From?

Another key consideration is the origin of the dried flowers. The global cut flower industry ships flowers efficiently and effectively across continents, with significant carbon emissions tied to transportation. Many dried flowers marketed as sustainable are also imported from far-flung countries, including Ecuador, Kenya, and Colombia, where environmental and labour practices can be subpar to say the least. Unlike fresh vegetables and fruit where country of origin is easily found on packaging, especially here in the EU, no such regulation is required for the sale of fresh or dried flowers to end customers. 

So, despite being dried, these flowers have the same carbon footprint related to long-distance transport of fresh flowers, often traveling thousands of miles before reaching consumers. The carbon cost of transportation is rarely disclosed by companies marketing these products as "sustainable." Additionally, the cultivation of flowers in these countries sometimes involves the use of pesticides and unsustainable agricultural practices that further degrade their eco-friendly image . 

The Impact of misinformation on you as the consumer

So, here you are trying to make an informed decision – but if you are not an experienced gardener or a florist or general flower geek like myself, well then how do you really know when a flower is actually dyed or not in its natural form or colour? In the case of dried flowers, the promises made by marketers can feel especially tempting when it comes to the sustainability benefits;  so here are a few tips to help you make a good purchasing decision and to ensure you are really getting an eco-friendly option wherever you are located:  

1. Go Local: Choose dried flowers that are locally grown and dried using natural methods like airdrying. Supporting local farmers and florists reduces the carbon footprint associated with shipping and transportation. Look for seasonal, native plants that grow with minimal intervention.
2. Avoid Chemically Treated Flowers: Opt for naturally dried flowers that have not been treated with preservatives, artificial dyes or bleached. Yes, there are ways of dyeing flowers with natural materials too but generally this is not the case.  If the colours of the flowers you are buying are really unusually bright or a very obviously odd looking colour like the blue rose as in the picture above for example this will be a clear indication that they are dyed. There are commercial growers working on breeding unusual colours of plants but as an example most grasses and baby’s breath do not grow naturally in every colour of the rainbow which you will see in many online websites now.  If you really aren’t sure, just ask your florist or the shop you are buying them from. Naturally dried flowers may not be as vivid but in my opinion can be just as pretty and colourful. If you are choosing dried flowers for your wedding, ask your floral designer about this too. There are so many wonderful dried flower artists out there who create beautiful work with real flowers that aren't dyed or chemically treated. For some show stopping colourful work to prove my point check out Layla Robinson : https://www.laylarobinson.com. 
3. Check Certifications: Seek out flowers from farms that follow sustainable and ethical practices. Look for certifications like Fairtrade or organic labelling, which indicate that the flowers were grown or processed without harmful chemicals and with fair labour practices in mind.
4. DIY Dried Flowers: For the ultimate eco-friendly option, consider drying your own flowers even if you have some fresh flowers that you bought in a shop. This gives you control over the process and ensures that no harmful chemicals are used. Many types of flowers, like lavender, hydrangea, and roses, can be dried easily at home.  You can check out my other blog post  for some tips on how to get started with that. 

So our beloved floral industry, much like many other industries, is susceptible to greenwashing tactics too that mislead well-meaning consumers. While dried flowers can be a more sustainable option when sourced and treated responsibly, I don't believe that many of the products on the market today live up to their eco-friendly claims. By being informed about the realities of dried flower production and choosing local, untreated options, you as the consumer can make genuinely sustainable choices. With a little research, it’s possible to separate the marketing from the truth and cultivate a greener lifestyle one bloom at a time!