Recently, G&S Business Communications conducted a survey that found 69% of respondents believe having and maintaining natural grass helps the environment.
“Consumers have strong preferences toward natural grass driven by their desire for authenticity, the sensory enjoyment of real grass and the aesthetic values that define personal outdoor spaces,” says Lyndsey Newnam, senior vice president for Landscaping & Outdoor Living at G&S. “It confirms the deep-rooted connection between humans and nature, but there is significant opportunity for the industry to better educate consumers about the true environmental benefits of grass and natural landscapes.”
Seventy-two percent of respondents admitted they had moderate to no understanding of the actual impact their lawn and landscape can have on the environment. An additional 54% expressed a desire to learn more about how landscapes impact the environment.
This is a prime opportunity for landscape professionals to step in and aid in growing their knowledge. Don’t fall into the curse of knowledge bias where you assume just because you are familiar with the value of landscapes, your clients have the same understanding.
Most consumers, 74%, turn to search engines for their information. Fifty-eight percent of homeowners said they seek advice from retail stores and garden centers, but this jumps to 71% when seeking information about ornamental plants.
If you have a blog or customer newsletter, use these channels to help educate customers on some of these topics.
Also, if you have switched to battery-powered operations or offer battery-powered crews to clients, 33% of homeowners said they would prefer to work with a company that uses battery power. All-electric landscape companies cite strong customer demand and similar productivity levels to gas equipment.
Homeowners are also showing a preference for sustainable lawn care with 64% owning battery-powered lawn equipment.
Survey respondents expressed a willingness to invest in their green spaces. For 2024, 36% plan to spend the same amount they spent in 2023, and another 50% said they plan to spend $100 or more on ornamental plants this year.
A whopping 98% of homeowners agreed that a well-maintained, landscaped yard increases curb appeal and property value. You can see the ROI of different outdoor features here.
This information is from an online survey of 309 U.S. adults ages 18+ who are homeowners with a yard. The sample was balanced for age and gender using the Census Bureau’s American Community Survey to reflect the demographic composition of the United States.
