An explanation of the historical history of the lawn and lawn care industry as told by Dr. Doug Tallamy and Dr. Joseph Dorsey.
Figure 2.1
Figure 2.2
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Lawn care is seen by traditional gender norms as Men’s work which is heavily portrayed through online and in-store marketing material. There is a heavy sense of masculinity, pride, and even competition tied into lawns. It’s a socially acceptable outlet for care and creativity for the modern, respectable American man.
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The modern lawn comes from the aristocracy of Europe and gained popularity in America after the invention of the lawn mower in 1830. The class ties to European society made those who did not subscribe to these ideas appear as “less-than.” The lawn is tied to a sense of “suburban whiteness.” A better lawn means increased proximity to whiteness and wealth.
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The modern lawn traces it roots back to European Castles and estates as a show of wealth. Choosing to maintain an empty lawn instead of fruitful plots signaled that a person had the funds to not need to farm and had the labor (servant or slave) to keep turf short. The class ties to lawn care are still prevalent today.
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Similar to the racial connotations, the lawn came out of upper-class Euro-American culture, and to some, is a core value of that culture. Given America is a keystone of Western culture, those who do not follow the codes of conduct of lawn maintenance are not seen on equal footing than those who do.
The Inaccessability of the lawn
Lawns have achieved their cultural status for a variety of reasons across the years. At the core of the issue, the ability to own and maintain property has always been reserved for the highest-class citizens. From European Aristocrats to plantations in the United States, for centuries the largest land owners were white men [12].
Traditional Western gender roles are based in a patriarchal society where Men are the providers and Women are the carers. Becuase of these social norms, Men were the ones who held jobs or tended crops. With White Men being the primary landowners this discourse became dominant across the culture. While strides towards a more equitable society have been made, these messages are still dominant in our media.
Change takes time, especially concerning social constructs. For minority groups immigrating to America, achieving the American dream is often a total uphill battle. This is not a new phenomenon as the story is the same from the Irish in the 19th/20th century to the most recent person admitted. For African Americans, the story is different. Many did not choose to come to this country but were forcibly taken from their homes, sailed thousands of miles away and sold as property to the highest bidder.
While the linkages from slavery to the lawn care industry may not be apparent initially, the discourses of social superiority from these periods of history still run deep. Systemic racism and general inaccessibility have made growth in the United States very difficult for minority groups. While time has shown that these barriers can fall exemplified by the Irish American’s status is society now, changes like this take time and effort.
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Figure 2.4
Income disparity in the United States is drastic, with almost $300,000 separating the highest and lowest earners. While African Americans have been in this country significantly longer than Asian Americans, segregation and various societal barriers have made it difficult to climb the social ladder.
Lawns have become a social signifier of one’s place in society which is largely dictated by the homeowner’s income. Lawn care is a 40 billion dollar industry in the United States and globally the industry is projected to gross US$360.60bn in the year 2025 [13]. The sheer cost of land in addition to the cost of maintaining said property makes it an unachievable reality.
As a property owner, maintaining a lawn has become a basic expectation regardless of cost. It is a statement to the community that the owner of this land is responsible and in good standing. On the other hand, not keeping a well-maintained turf lawn has become a statement against societal norms that are viewed negatively often by members of the community.
Because of this societal pressure, the lawn care industry has become a giant in Western society, especially in the United States. People spend thousands if not more to have the lushest, darkest, green grass without much concern for the consequences. For minority communities in urban areas dealing with the problems induced by the millions of acres of turf and the synthetic chemicals used to maintain them slowly turns this environmental issue into an equity issue as well. Additionally, it is not only minority groups that are affected, the biodiversity crisis we are facing affects every being on this planet.
Figure 2.3
Top 5 (2025) in million USD (US$) Country Revenue
Figure 2.6