Sustainability is often viewed as a ‘feel-good’ initiative that comes at the expense of profitability. However, landscape companies that have already chosen to operate as sustainably as possible are finding that this choice not only helps preserve the planet but also resonates with clients.
“When we started GreenWeaver in 2008, the general public was not informed about ecological landscaping, but that has drastically changed,” says Jennifer Nichols, president of GreenWeaver Landscapes, based in Media, Pennsylvania. “Now, most of our clients come to us because of our approach to land stewardship. People are now much more aware of the importance of native plants and are requesting pollinator gardens, meadows, and rain gardens, and they trust us to guide them on the best ways to care for their properties.”
Jeff Rossen, CEO of Rossen Landscape, based in Great Falls, Virginia, says despite his organic turf and ornamental program costing 35% more, clients are willing to pay for it and are seeking it out specifically.
“If we didn’t offer it, they may go elsewhere to find it,” Rossen says.
Dale Nussbaum, founder and CEO of Nussbaum Group, Inc., based in Redmond, Washington, adds that organically maintained landscapes are not an aesthetic compromise and when you explain the ‘why’ behind your choices, clients are happy to pay. He argues that organics and sustainability do not cost more.
“Our landscapes do not decline over time – they improve,” Nussbaum says. “So often we need to come in and completely replace another company’s landscapes at a five- or seven-year mark because they have declined through unsustainable practices. The cost to maintain a landscape sustainably versus wholesale replacement is a fraction of the cost to maintain non-sustainably. Think long term, people, and don’t be afraid to look beyond the easy fix.”
The Case Against ‘Perfect Timing’
One mindset that may be preventing your company from committing more substantially to sustainability efforts is the desire for a perfect moment to act.
“That moment never comes,” Nussbaum says. “One of our core principles is ‘Facts, Data, Integrity.’ We seek the facts that are fueled by data, that are rooted in integrity. So, imperfect action means that we gather all the possible options, we learn everything possible about those options, weigh the decisions, and then, most importantly, make a decision. Learning from that decision and tracking is what matters. If the decision is rooted in integrity, the results will always be right. Never stray from integrity.”
Nichols adds that we do not have the luxury of time. She argues that we all need to build the world we want to live in and the one we want to leave our children. Every project installed or garden maintained is a step toward creating that world.
“Problems like the drastic declines in bird and insect populations are a direct result of how we manage the land,” Nichols says. “Since most property in this country is privately owned, the landscape industry has a profound opportunity as well as responsibility to do what we can to address these issues. No one else can solve these problems for us.”
Nussbaum compares choosing to act to the quote by Lorne Michaels, the creator of Saturday Night Live: “The show doesn’t go on because it’s ready. It goes on because it’s 11:30.”
Where to Start
Becoming more sustainable doesn’t have to be a choice between being ecologically sound and profitable.
Rossen encourages companies to start with making changes where it makes sense and is beneficial to the business.
“I think they can definitely be doing better with organics,” Rossen says. “I think they’re underused, and they get a bad rap for being ineffective. I do know they are ineffective when it comes to weed control, but when it comes to fertilization, which is over 50% of the turf care services, changes can be made there. Also, on the ornamentals side of the house, there are great organic products that we’re using now to fertilize ornamental plants.”
Nichols says one of the easiest ways landscape companies can increase their sustainability efforts is to utilize native plants.
“And the more plants, the better!” Nichols says. “This not only increases habitat for wildlife, but it also increases revenue!”
Nussbaum recommends that landscape companies always look for ways to make improvements.
“People love to tell you all the reasons something can’t work – we seek the can,” Nussbaum says. “There is a sustainable method for everything, you just need to be willing to find it.”
The most important aspect of becoming more sustainable is the willingness to try, fail and learn until you have success. Nussbaum says rather than planning, doing and reviewing in circle, be willing to kick out whatever isn’t working and continue to test until something does click. Also, be willing to learn from others.
“Change starts today,” Nussbaum says. “Do something, anything today, and success builds. Inch by inch, day by day, the flywheel turns faster. Do one thing more sustainably, believe in it and be sincere, and everything will follow.”
