A new landscaping and outdoor living survey conducted by G&S Business Communications (G&S) provides insights into the preferences of American homeowners during National Lawn Care Month and National Garden Month. Sixty-nine percent of respondents believe having and maintaining natural grass helps the environment. However, 72 percent of respondents report having a 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,” said 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.”
Additional survey results show fifty-four percent of survey respondents expressed the desire to learn more about the impact their lawns and landscapes have on the environment and climate change. Nearly 64 percent of respondents reported owning battery-powered lawn equipment while 33 percent said if they were to pay for yard maintenance, they would prefer to work with a company that uses battery-powered equipment. However, nearly 31 percent of consumers who own battery-powered equipment identify as non-brand loyal.
Survey respondents also expressed pride and value in their green spaces with their financial investment projections for 2024. In the year ahead, 36 percent of respondents plan to increase their investment in lawn and landscape care with 47 percent reporting plans to spend the same amount as in 2023. Additionally, 50 percent of consumers said they plan to spend $100 or more on ornamental plants this year.
