Susan McCoy on the environmental movement and the public

Tuesday, 04 September 2007

For those of you who have been hiding under a rock for the past several years, here’s some news: American consumers are more environmentally aware than in the past. Garden Media Group did a study to find out just how much more aware they are. I spoke with Susan McCoy to see how these attitudes affect how the public spends its dollars.

Q. What did your consumer attitude poll find? Are people more environmentally conscious than even in the recent past?

A. It doesn’t take a survey to tell us people are more environmentally aware. We just have to turn on the TV or open a magazine. Everything is about going green.

But now we have some numbers to back it up. The 2007 Cone Consumer Environmental Survey found that most consumers (88 percent) are as interested or more so in the environment than they were just one year ago.

Garden Media Group has been following this trend for more than seven years and now sees a shift in consumers’ and media’s attitudes from “having to do something green” to actually wanting to and seeking out companies and products that contribute to the greater good.

And the speed at which this is happening is of tidal-wave proportions. Forget Generation X. The “Green Generation” is going to drive this.

Q. And people believe companies have an obligation to preserve the environment?

A. Absolutely! They are overwhelmingly looking to companies to act: 93 percent believe it is the company’s responsibility to help preserve the environment.

But they don’t feel it’s corporate America’s job alone. Almost half of Americans are now “environmental doers,” having purchased environmentally friendly products in the past year. More than one in five donated to an environmental organization, and almost that many (18 percent) champion environmental issues.

Q. How could a wholesale nursery use this information to its advantage?

A. Americans are clearly calling on companies to be proactive in their day-to-day operations when it comes to the environment.

Wholesale nurseries need to make efforts to intentionally reduce their impact on the environment. Regulations and sustainable certification programs are looming on the horizon for the industry, so any effort on a nursery’s part now will put them ahead of the game in the future.

They can actively reduce the chemical dependency and nutrient runoff, conserve energy, recycle and encourage customers to recycle -- think of all those black pots -- and, of course, conserve water in your irrigation techniques and in the growing material.

How do they promote their product as environmentally sound to the public? Nurseries definitely should be communicating environmental efforts to consumers and employees so each group can support those efforts.

They first should tell their employees about their commitment to being good stewards of the environment. Everyone needs to turn off lights or look for leaky water lines.

They should also promote this to their customers and vendors to let them know they are taking steps to make a difference. They should promote their efforts with local government officials and media to create goodwill.

Since the vast majority of Americans (91 percent) reported in the survey that they have a more positive image of a company when it is environmentally responsible, it would be wise to let your neighbors and government bodies know what you are doing.

Nurseries should alert local media to changes they are making to be more environmentally responsible and offer tips on how these changes could be incorporated in home “nurseries” or gardens.

They can host tours of their facilities to target officials who, in the future, may be setting the environmental standards for nursery businesses. Additionally, they can partner with vendors and demonstrate environmentally friendly products.

Another great place to communicate a nursery’s environmental values is on the company’s Web site. The Web, according to the survey, is a leading outlet for communicating environmental activism.

Q. Can this information backfire? Does this mean that companies that aren’t environmentally friendly need to get their act together?

A. The information can’t backfire, but what you do with it can.

Since 85 percent of those surveyed said they would “consider switching to another company’s products or services because of a company’s negative corporate responsibility practices,” wholesale nurseries should take steps now to be ahead of the curve.

And, according to the survey, the extra effort to be eco-friendly and produce efficient products pays off. Consumers say they are willing to pay more for environmentally friendly products that are “readily available” where they shop and save them money in the long term.

Q. How will this information affect the products we sell? Do you see the introduction of more plants that thrive with less care?

A. Absolutely! This is already a huge trend and has been for years.

Consumers are time starved and want their lives simplified -- from their homes to their gardens. Look at the huge success of landscape shrub roses like Knock Out. Traditional roses are thirsty and hungry plants. Knock Out practically begs to be neglected, and now it’s one of the most popular shrubs in history.

Ball Horticulture’s Circle of Life program is a great model for an environmentally sustainable growing program.

Bruce Butterfield, garden researcher with the National Gardening Association, predicts consumer demand for Earth-friendly products could “quadruple in the next few years.”

As consumer demand increases, so will the number of plants and products we offer.

Q. Has the environmental movement changed the attitude of the general gardening public? Is maintaining a healthy landscape part of the overall green movement?

A. It’s curious that the “green industry” is not as “green” as we should be, but the pendulum is swinging back to a more natural approach to gardening.

Gardening is intrinsically good. We are good to Mother Earth when we garden. Working with and being surrounded by the environment comes with the territory.

People want to know that they are not polluting the air, water or planet. But, more importantly, they want to know that they are not hurting their families and pets with the products they use.

Homeowners are looking for environmentally responsible ways to have a “green” backyard. They want products that are good for the Earth and safe for the family and pets while, at the same time, not too expensive.

In the most recent National Gardening Association Environmental Lawn and Garden Survey, the number of households who “definitely plan to use all-natural gardening methods in the future” will increase to 8 million, and an additional 12 million say they “probably will.”

Q. How can the nursery business better promote its products as part of the solution to problems such as global warming?

A. One person can’t stop global warming, but one person can control what is happening in his or her own world. Many people doing little things can make big changes.

Ed Rosenthal, president of Florikan E.S.A., likes to quote Margaret Mead: “Never doubt that a small group of thoughtful, committed citizens can change the world. Indeed, it is the only thing that ever has.”

If we all do our part, we can make a difference.

Name: Susan McCoy.

Title: President.