Green Industry ECOnomics - LandcareNetwork.org

Chapter 22:
Moving as an Industry
Committee member Lynda Wightman said the green industry needs a unified
branding message to build awareness of its importance as the provider of
green and sustainable environmental services. She suggested that an industry
task force be formed as a first step in that process and that the task force
invite participation and input from related national green industry associations,
allied regional associations, manufacturers and distributors, green industry
educators and researchers, and other industry-related stakeholders.
Beyond contributing to the development of a more uniform message about
the industry’s role in the broader issue of sustainability, the larger group
would be better positioned to fund and initiate needed research and develop
meaningful metrics to measure the impact of the industry’s efforts, said
Wightman.
Community service component
Kurt Bland agreed that a “summit” with these same stakeholders would be a
good idea. But he went beyond that to suggest a broader industry outreach,
one involving increased community service, as well. This goes hand-in-hand
with the ecologically friendly services the industry offers in elevating its
standing with the public.
As an example, he said that each of his company’s 45 managers must devote
two days each year either telling the industry’s story in local classrooms or
working on behalf of their favorite charities.
“I view this as a long-road initiative,” said Bland. “It allows students to see
our industry as a positive force. If every landscape company put just one
person in a classroom, think, about the positive implications.”
But don’t stop there, he said. Contribute to your communities with worthwhile
volunteer projects, too.
“Find people who want to do good things and partner with them. The community
and the media will become aware of what you’re doing,” he said.
It became apparent as the Committee wrapped up its three-day meeting that
a lot of work remains to be done in the industry’s quest to become more
sustainable, and also to educate the industry and the public to the landscape
and lawn care industry’s sustainable efforts and message.
Sustainability and the industry 89