Millennial and Gen Z Impact: Top 3 Ways Younger Generations Are Reshaping American Lawns

Millennials and Gen Z are moving into the stage of life including homeownership, with 18% of those aged 18-24, 38% of those aged 25-34, and 57% of those aged 35-44 owning their homes. As a result, their preferences are dramatically reshaping the concept of the American lawn. For lawn care industry leaders, understanding and adapting to these changes is crucial. Let's explore the top three trends driving this transformation.

1. Sustainable and Biodiverse Lawns

The days of uniform, manicured grass lawns are waning. Young consumers are prioritizing environmental responsibility in their lawn spaces.

• Native Grass Species: There's a growing demand for diverse, locally adapted grass varieties that require less maintenance and support local ecosystems.

• Water Conservation: Climate change concerns are driving interest in water-wise lawn care. Drought-resistant grass varieties and smart irrigation systems are becoming necessities rather than luxuries.

• Organic Lawn Care: While efficacy is still important, more than half of consumers under aged 34 think it’s important to use organic products on their lawn.

2. Low-Maintenance Lawn Alternatives

Younger generations view their lawns as part of a broader outdoor living space, not just as a carpet of grass to be maintained. As a result, they are looking for easy-care options as they seek to spend more time enjoying their outdoor spaces instead of maintaining them. Options include:

• Micro-Clover and Other Ground Covers: There's increasing interest in alternatives to traditional grass that require less mowing and watering.

• Partial Lawn Replacements: Many homeowners are reducing their lawn size, replacing portions with native plantings or hardscaping, thus requiring more trimming equipment and weed control products.

• Eco-Friendly Equipment: The market for electric and battery-powered lawn care equipment is booming as consumers are switching from gas-powered to battery-powered options as batteries improve in power and operational time and charging systems work faster and integrate with other home tools.

3. Tech-Integrated Lawn Care

Younger consumers are also tech-savvy and expect their lawn care routines to be as smart as their home and other areas of their lives.

• Soil and Lawn Health Monitoring: Apps and smart devices that monitor soil moisture, nutrient levels, and overall lawn health are becoming essential. Companies should invest in or partner with tech developers to meet this demand.

• Autonomous Lawn Care: Robotic mowers and automatic sprinkler systems (including versions that respond to weather forecasts and soil moisture levels) are becoming key elements of a low maintenance lawn.

The US Lawn Care Consumer Insights study includes analysis, data, trends, and customized cross tabs related to homeownership and renting, mental and physical wellbeing, work-from-home trends, lawn care activity, landscaping preferences, ownership of relevant equipment, and more.

About the blogger:

Jennifer Mapes-Christ is the Manager of Consumer & Commercial Goods for Freedonia Industry Studies and Food & Beverage Research for Packaged Facts.