With respect to consumer psyche, there is no doubt that Americans still love their outdoor spaces. But again, there is a growing emphasis on eco-friendly, sustainable landscaping. There is also an increased emphasis on “outstanding service at a very reasonable price”. That’s where one of the biggest challenges lies. During an industry’s growth stage, most companies can fare pretty well by offering either outstanding service, or low price. But in a mature industry, companies have to find a way to deliver both.
Reinventing the Industry
Smart industries also find a way to extend their maturity stage as much as possible. They do so by implementing production improvements to drive out inefficiencies and increase profits. Smart industries also find new uses for products, and/or offer “new and improved” products in an effort to revitalize sales and rekindle that passion consumers once had.
This takes us back to PRO’s name change. When our magazine was launched in 1988, the industry was on the brink of a transformation—major growth was coming. We felt it was important to stress the importance of professionalism to the many new contractors who were entering the market month after month.
Today we are calling our magazine Green Industry PRO, because that’s what you are. It is what consumers, given their present day psyche, need to see you as. You are much more than a landscape guy who can cut grass and spray weeds, plant trees or plow snow. You are a professional who expertly and responsibly cares for our precious environment—something Americans learned to cherish more than 60 years ago. You are a Green Industry Professional.