Ethylene has long been implicated in the control of the senescence of many cut flower species, but the control of senescence in relation to wild species has received much less attention. The longevity of individual flowers varies greatly from species to species; in some each flower is open for just a few hours, whilst in others the flower may persist for several weeks, or even months. The functional life of the flower may be terminated by petal wilting, abscission or a colour change of all, or part, of the perianth. In some species pollination appears to reduce floral longevity whilst in others, particularly those species having short-lived flowers, the pattern of flower development and senescence appears unaffected by pollination. Examples of the various pollination-induced strategies shown by plants are presented and the role of ethylene and other potential mediators of senescence in these processes discussed.