When the Illinois Landscape Contractor’s Association organized focus groups to gather perceptions of the green industry, the feedback was less than stellar.
“It’s all hard work.”
“They’re out there in the elements.”
“The only person who makes money is the owner.”
“It’s all Hispanic workers.”
The ILCA hosted one focus group with members of the general population, one with parents of students and one with high school students.
About 10 to 14 people attended each focus group, where they met with a moderator to share their thoughts on the landscaping industry, watch a video about landscaping jobs and respond to follow-up questions on their perceptions of the industry after watching the video. Members of the ILCA monitored the groups from behind a two-way mirror.
“It was tough to listen to, but at least it was ungarnished and unbiased,” says Scott Grams, executive director of ILCA.
But there was a silver lining. The responses from the high school students were more positive than the general population and the parents. Some perspectives from high school students included seeing the industry as something “stable” and “in-demand,” as well as something that helps the environment and an industry with plenty of opportunities.
Read the full story from the January issue here.