PRESIDENT'S PERSPECTIVE Devon Stanley, Benchmark Landscape Construction Inc. “Stereotype” as defined by Mr. Webster as a standardized mental picture that is held in common by members of a group and that represents an oversimplified opinion, prejudiced attitude, or uncritical judgement. Where do we get stereotypes, how do they emerge, why do they exist? Those questions can be answered simply from one of two categories: Either those created by members of the group being stereotyped by some particular action or a generalized perception by those stereotyping stemming from an opinion that maybe lacks true education or understanding about the group being stereotyped. The Green Industry is riddled with stereotypes—some of them positive and, of course, many negative and like most of you I have heard them all. I heard one of my favorite stereotypes when I was in my sophomore year at The Ohio State University. I had decided to satisfy a required elective with a Ballroom dancing class. I had heard it was easy and the final was merely attending a formal ball at the end. As I was dancing with one particular young lady I was explaining to her what my degree was going to be and her response, in her exact words, was, “You can get a degree in that—being a lawn jockey?” After I swallowed my pride and thought about her words I realized the stereotype that she subscribed to made my chosen profession of lesser value and that it might be an uphill climb to gain the respect of professionalism by the rest of the world. In writing this article and thinking about the stereotypes we face in this industry, I surveyed some colleagues in my office and wrote a list of some generalized stereotypes we encounter on a daily basis. On the negative side: • There were names and characterizations like “lawn jockey” and “dirt dog” • The expectation to be cheap (e.g. free estimates). • A lack of career growth opportunities for anyone other than owners • The sentiment that landscapers always seem to be blamed for negative exterior damage or that we will clean up someone else’s mess. • You don’t need to be educated, e.g. "it’s just grass or mulch." On the positive side: • We are a creative people • We generally have a hard work ethic and are perfectionists • Job security (as proven by the increased revenue many of us experienced this past year as residents invested in their homes during the pandemic) onla.org
The list isn’t exhaustive by any means but it is proof that stereotypes of our industry exist. If we want to change the outlook much of the world has about us, our profession, and our industry, then we each need to be positively educating those we engage as clients, existing and future employees, colleagues and vendors. There are not very many barriers to entry in the Green Industry, especially in the landscape and maintenance arena. The stereotype that you don't need to be educated, and "all you need is a truck, trailer, and a good strong back" may be accurate—as many of us once started out in a similar fashion. There isn’t anything inherently wrong with starting out that way, but as a profession we don’t want those entering the market to stay in that place for too long. We should want to promote excellence and professionalism in all we do. That starts with adhering to industry professional standards for horticulture, arboriculture, and turf grass and it continues to progress into system standards developed by any good business such as continuing education, communication, technology incorporation, utilizing a professional CRM, appearance/ image/branding, employee uniforms, marketing and website/ social media. The image and performance standards we set will chip away at the negative perceptions cast upon us by the uninformed or prejudiced public. Certification is a great way to start adhering to a known practice standard. Both ONLA (OCNT) and NALP (LIC) offer certifications that provide you with an easy way to showcase your professionalism. Seemingly small things can set us apart and improve our image to the outside world. I know that there will always be negative stereotypes regarding the Green Industry, but we can fight back with our practices exemplified and credentials earned. Please reach out to the ONLA and see how we can partner with you, wherever you are in your career or business, to change the stereotype conversation. B
Devon can be contacted at dstanley@benchmarkohio.com May/June 2021
5
