It’s the free market at work: advertising advertising advertising
Up till the mid-fifties, the better quality grass seed mixes had clover seeds in them, and the more, the better. Clover is an evergreen, low growing, drought tolerant, nitrogen fixing, and pollinator attracting plant.
New chemical herbicides were being developed in that era, and The Scotts Company was looking for a way to increase market share for their newly developed ‘weed and feed’. They came up with a very simple ad campaign that targeted stay at home moms, which most women were in that era: ‘Moms, clover attracts bees, and you don’t want your children getting stung do you?’
At the same time, Scotts targeted dads with a lawn care program: what to use, when to use, and how much to use. At the time, the program was unique in the lawn care business. I don’t know why I remember this, but I remember my dad saying he didn’t mind paying a bit more for Scott’s products, because their program provided easier and better results than trying to figure it all out on his own.
With the environmental concerns we’re experiencing, water shortages, higher temps, and damage from herbicide and fertilizer run-off, I’m wondering if the next trend will go full circle, back to low maintenance lawns. Parts of the U.S. with ongoing drought conditions are already moving in that direction, and I wonder if the rest of the country will soon follow.