April is National Lawn Care Month, observed annually by the National Association of Landscape Professionals to educate consumers about the benefits of a healthy lawn. G&S dove into consumer plans and preferences for the upcoming lawn and landscape season with a new survey fielded among 309 U.S. homeowners with a yard. Sixty-nine percent of respondents believe having and maintaining natural grass helps the environment. However, 72% of respondents report having moderate-to-no understanding of the actual impact their lawn and landscape can have on 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. 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.
Desire to learn more
Fifty-four percent of survey respondents expressed the desire to learn more about the impact their lawn and landscapes have on the environment and climate change. Consumers’ eagerness to learn, coupled with the knowledge gap about the environmental impacts of lawns, confirms this season is a prime opportunity for the industry to bolster their understanding. Unsurprisingly, in their quest to nurture and enhance their lawns, homeowners turn to a blend of digital and traditional communications. Search engines are the leading source of information for 74% of consumers, revealing the modern homeowner's reliance on the vast resources of the internet. Yet, the charm of retail stores and garden centers endures, with 58% of lawn and garden enthusiasts seeking advice and supplies from these locations - a number that escalates to 71% for those looking for information about ornamental plants.
Shift toward battery-powered equipment
The survey revealed homeowners’ actions and buying habits further support their preferences toward a sustainable lawn care experience. Nearly 64% of respondents reported owning battery-powered lawn equipment while 33% said if they were to pay for yard maintenance, they would prefer to work with a company that uses battery-powered equipment. Contrary to the hefty investment that switching to battery power requires for green industry professionals who need continuous performance and durability, it is much easier for homeowners to trial new technology with a lower investment and lesser need for all-day run time. However, nearly 31% of consumers who own battery-powered equipment identify as non-brand loyal, leaving an opportunity for manufacturers to educate homeowners about brand-specific features and benefits like exchangeable batteries between tools.
Willingness to invest in green spaces
Survey respondents clearly expressed pride and value in their green spaces with their financial investment projections for 2024. In the year ahead, 36% of respondents plan to increase their investment in lawn and landscape care with 47% reporting plans to spend the same amount as in 2023. Additionally, 50% of consumers said they plan to spend $100 or more on ornamental plants this year. This forward-looking approach signifies an appreciation for personal aesthetics and the long-term benefits of a well-maintained landscape, from property value enhancement to environmental contribution. The overwhelming majority of homeowners, 98%, agree that a well-maintained, landscaped yard increases curb appeal and property value.
These survey insights provide valuable information for equipment manufacturers, ornamental plant producers and lawn care companies who are looking to build relationships with prospective homeowners and bolster overall support and growth for the landscaping industry.
Survey Methodology
On March 28, G&S Business Communications fielded 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.