EDITOR'S NOTE Good morning. The grass may always be greener somewhere else, but today, we're digging into American lawns. Not literally–we promise no one's property was harmed in the making of this newsletter. But we'll be considering the approximately 40 million acres of the US that are covered in grass, which is nearly 2% of the country's land, and the money and resources it takes to keep them lush and verdant. We hope you'll enjoy rolling around in this one with us, but we want to hear from you about what topics you'd like us to tackle in future Sunday Specials. Let us know here. |
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HISTORY No, lawns weren't invented by your dad to build character. But the modern American lawn isn't as natural as its bright green hue insists. The upkeep of genetically engineered grass that lines residential streets today (at a height between 2.5 and 3 inches, ideally) has created a $153 billion market and an industry that employs over 1 million people. And it's all because we wanted to show off how little we needed to grow crops. For most of the 17th and 18th centuries, maintained lawns were primarily a wealthy European thing. It wasn't until about the 1870s that suburbs started popping up, and lawns could be a wealthy American thing. In the same decade, inventions like an easier-to-use push lawnmower, sprinkler systems, and even color printing (which resulted in lush ads for lawn care products) helped popularize the amenity. And the 1900s were an epic time for yards: - O.M. Scott & Sons (which would eventually become Scotts Miracle-Gro) started selling lawn grass seed by mail in 1907. By 1930, the company hit $1 million in sales after introducing the first-ever grass fertilizer.
- Around the 1920s, the USDA started working with the US Golf Association to breed hardier grass for courses, and it crept into American lawns.
- In the 1940s, the GI Bill gave veterans returning from WWII access to cheap home loans…and a chance to revel in all the yard science of the last century.
And now? Lawns in the US cover almost half the amount of land that national parks do. They also represent a significant amount of a homeowner's budget: On average, millennials spend $701 per month on lawn care, and boomers shell out about $475 monthly, according to a recent Tractor Supply Co. survey.—MM | | |
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TRENDS Landscaping and plant businesses are scrambling to adapt to the anti-lawn movement, a once-fringe push to "re-wild" American backyards that's taken off since gaining traction during the pandemic. Not the same old yard and grass. The idea is simple: Rip up at least some of your grass-only lawn—which is like an empty buffet table for biodiversity—and replace it with an array of native plants, which creates a real smorgasbord. These plants need less watering and maintenance because they evolved with local climates, and pollinators love 'em, so it's seen as a win-win…except among neighbors, who may not like the wildish sight. These days, many drought-prone places from California to Maryland offer to pay you to rip up your grass. But amid a nationwide shortage of native seeds that stems from environmental restoration projects (like wildfire recovery), the anti-lawn movement is putting pressure on the landscaping industry: - A nationwide shortage of native seeds is leading to delays, substitutions, and out-of-state imports in some landscaping projects as re-wilding demands rise faster than plant nurseries can nurse, Fast Company reported last week.
- Lawn companies are rethinking their supply chains: One LA-based landscaping architecture firm even opened its own plant store in an attempt to boost the local supply of native flora, per Fast Company.
Room to grow: Less than half of US plant nurseries prioritize native species, according to Garden Center's 2024 industry report. Some local governments are trying to help with availability—earlier this year, Ohio signed off on a new law that makes it easier for residents and grassroots groups collect and share native seeds, and New York greenlit a grant program to boost its own stash.—ML | | |
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REAL ESTATE Death, taxes, and severely not chill homeowners associations: If you're one of more than 75 million Americans living under an HOA, you may be caught between the rock and a hard place of neighborhood upkeep rules and local climate-conscious lawn ordinances. One extreme case: Irena Green of Florida had to spend a week in jail in May after minor HOA violations snowballed into a lawsuit, then into a warrant for her arrest. Green was initially cited for brown grass patches, which she said stemmed from a drought last summer that led to watering restrictions in her county. Now, she's facing thousands of dollars in legal fees and potential foreclosure. Green's exact situation is rare, but facing such contradictory requirements is becoming increasingly common. In Texas last summer, at least one resident was getting brown lawn warnings from her HOA while also receiving reminders from her utility company not to exceed water limits—both of which carried potential fines. Homegrown efforts to redo lawns so they need less water also haven't gone over well—even when local governments encourage it: - A Long Island village recently tried to sue one of its residents for $2,000 after she used her town's $350 native plants grant to re-wild her yard, which the village mayor called "hideous." (They compromised with a 4-foot cap on the garden's height.)
- Clover and moss are becoming more popular as low-maintenance grass lawn alternatives, but HOAs usually categorize them as weeds that could warrant a fine.
- Front yard "microfarms" are similarly gaining ground as a way to save money on water and groceries, but neighborhood associations typically don't allow residents to have vegetable gardens at home.
Some states are getting involved: A new law in Texas this year will require HOAs to suspend green-lawn rules when residents are on mandatory drought watch. Colorado, Maryland, and several other states have also passed bills in recent years that force HOAs to let residents install more eco-friendly landscaping.—ML | | |
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LIFESTYLE US households go through about 29 billion gallons of water a day—more during the summer—and close to one-third of that is used outdoors, mainly for landscape irrigation, according to the EPA. About half of the water that gets used outdoors is actually wasted, too. The EPA says that's due, in part, to overwatering, noting if you can step on your lawn and the grass springs back up, you're probably good to turn off the hose. To put it into perspective, if you water the average-sized US lawn for 20 minutes each day, for a week straight, that's the equivalent of a year's worth of showers for the average family, per the EPA. Note: This is not an endorsement to start showering in your front yard.—BC |
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LAW Your neighbor may have to find something else to do at 6am on Saturdays, because some lawmakers are coming for his gas-powered leaf blower, citing environmental and noise concerns. What's the problem? Gas-powered leaf blowers are greater polluters than cars, pound for pound, since their engines are smaller and often less efficient. Using a commercial gas-powered leaf blower for one hour creates as much smog-forming pollution as driving a light-duty car for more than 15 hours, according to the California Air Resources Board. Leaf blowers also kick up particulate matter, which can cause respiratory and heart problems. Plus, gas-powered versions of the lawn care tool can hit 106 decibels, enough to damage hearing, per the American Speech-Language-Hearing Association. Changing landscape An increasing number of communities are trying to keep gas-powered leaf blowers off the streets, according to USA Today: - California has a statewide ban on selling them, though many cities there take it a step further and prohibit using them at all.
- In Washington, DC, using a gas-powered leaf blower could land you a $500 fine.
- States including Indiana, Massachusetts, Nebraska, and Wyoming are taking a softer approach, offering rebates to incentivize the purchase of electric lawn equipment.
On the flip side, Texas and Florida have passed statewide laws to prevent gas-powered leaf blowers from being banned, ensuring your right to have an emergency back-up Ghostbuster costume this Halloween. Zoom out: Home Depot & Lowe's have reportedly cut back on gas-powered lawn equipment inventory as electric alternatives move further into the mainstream. Innovative technology could further nudge customers toward electric options, like robot lawn mowers, which are slowly getting better and cheaper.—BC | | |
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SOCIAL MEDIA The influencer economy is growing like a weed. In 2023, the industry was estimated to be worth $250 billion, according to Goldman Sachs, which predicts that number could nearly double by 2027. Yard influencers are trying to stake out a small piece of that property. Some hope they can make some green by showing you how to keep your grass green. Other accounts want to help you attract more native pollinators to your yard. Some just want to encourage you to relax. Here's a look at the three most common lawnfluencer archetypes that can make you feel like you're touching grass, even if you haven't left the couch: The teachers: Come prepared with your plant hardiness zone, soil pH, and shade calculations. From golf course lawns to native landscaping, these seed-to-blade technicians are dishing out the knowledge to help you rescue that fescue. - The Lawn Care Nut has racked up millions of views on YouTube and more than 580,000 subscribers. The self-described "OG lawntuber" has videos on everything from mowing stripes into your lawn to choosing Christmas decorations.
- Others to watch: Turf Mechanic, Ron Henry, Ryan Knorr Lawn Care, Growit Buildit, Backyard Ecology.
The muses: You may not get lengthy tutorials from these accounts, but they're sure to provide some serious inspiration for ways to make your yard work for you. - Matt Thompson Woodworks has the backyard where we all want to spend time. Fans of unnecessary—but incredible—inventions will especially appreciate this account.
- Others to watch: Yardzen, Matthew Giampietro, Austin Eischeid Garden Design, Sharon Santoni.
ASMR squad: You can skip through these accounts' videos to see before-and-after pictures of drastic lawn makeovers and garden hauls, but then you'd miss all the sensory fun. - Australia-based Tim The Lawnmower Man seeks out overgrown lawns and fixes them up for free. He gets bonus points for walking through waist-high grass in a country that's home to some of the world's most venomous snakes.
- Others to watch: SB Mowing, Le jardinier francais, Planted in the Garden.—BC
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✢ A Note From Pendulum *Based on preclinical studies. This product is not intended for weight loss. |
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