Listen and subscribe to Power Players with Brian Sozzi on Apple Podcasts, Amazon Music, Spotify, YouTube, or wherever you find your favorite podcasts.
With roots dating back to 1868, Scotts Miracle-Gro (SMG) faces a future that hinges on getting a nonchalant Gen Z crowd to pay to fertilize their lawns, just like their proud green-lawn-owning parents.
New CEO Nate Baxter realizes the hill to climb is steep and chock-full of roadblocks, such as more people buying Astroturf for lawns or putting stones where grass once lived — and needing water to do so.
"So our core consumer that has been with us for decades. They're homeowners or renters who care about their lawn. They are dedicated. And they care about weeds — they don't want them. They want the perfect lawn story," Baxter said in a new episode of the Power Players with Brian Sozzi podcast (watch above; listen in below). "What we are seeing with the next generation of consumer is a real interest in going natural. They don't mind an occasional dandelion in their lawn."
Baxter said Scotts has released new fertilizer in recyclable paper bags and all-natural lawn food to cater to this finicky crowd. He promises a push into products that could help people connect with the health of their lawn's soil.
#crowd
With roots dating back to 1868, Scotts Miracle-Gro (SMG) faces a future that hinges on getting a nonchalant Gen Z crowd to pay to fertilize their lawns, just like their proud green-lawn-owning parents.
New CEO Nate Baxter realizes the hill to climb is steep and chock-full of roadblocks, such as more people buying Astroturf for lawns or putting stones where grass once lived — and needing water to do so.
"So our core consumer that has been with us for decades. They're homeowners or renters who care about their lawn. They are dedicated. And they care about weeds — they don't want them. They want the perfect lawn story," Baxter said in a new episode of the Power Players with Brian Sozzi podcast (watch above; listen in below). "What we are seeing with the next generation of consumer is a real interest in going natural. They don't mind an occasional dandelion in their lawn."
Baxter said Scotts has released new fertilizer in recyclable paper bags and all-natural lawn food to cater to this finicky crowd. He promises a push into products that could help people connect with the health of their lawn's soil.
#crowd
6 hours ago
