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.
The lawn care industry has become a massive economic force, with companies like TruGreen, Scotts Miracle-Gro, and John Deere leading the charge. The industry encompasses everything from grass seed and fertilizer to lawn mowers, sprinkler systems, and professional landscaping services.
But the industry faces challenges too. Environmental concerns about water usage, pesticide use, and the ecological impact of monoculture lawns have led to growing interest in alternatives like native plants, xeriscaping, and artificial turf.
Despite these challenges, the lawn care industry continues to thrive, driven by America's deep cultural attachment to the perfect green lawn. It's a testament to how a simple desire for status and beauty can create an entire economic ecosystem worth billions of dollars.
The future of the industry may lie in sustainable solutions that balance the American dream of the perfect lawn with environmental responsibility. Companies are already developing drought-resistant grass varieties, organic fertilizers, and smart irrigation systems that use less water.
As climate change continues to impact weather patterns and water availability, the industry will need to adapt. But one thing is certain: the American lawn isn't going anywhere soon. It's too deeply embedded in our culture, our economy, and our collective imagination.
