Homeowner survey reveals landscaping trends for 2024

A new landscaping and outdoor living survey conducted by G&S Business Communications 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% 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,” 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.”

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. 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, 58% of lawn and garden enthusiasts seeking advice and supplies from retail and landscaping shops, a number that escalates to 71% for those looking for information about ornamental plants.

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. 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.

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. The overwhelming majority of homeowners, 98%, agree that a well-maintained, landscaped yard increases curb appeal and property value.