A Disconnect from Nature is Killing Us. It May Also be Killing Your Business.

Tune in to the language of nature to better connect with customers

When you own or operate a business in the green industry – be it a garden center, landscape design/build, plant nursery, tree care, interiorscaping services, plant shop (you name it) – your business is really one of nature. At a minimum, nature is the conduit through which you seed and cultivate connection with your customers. Your customers are seeking nature through you; but are you doing enough to seek nature yourself?

Many of us are inspired to pursue careers or start businesses in the horticulture and gardening industries because we have an innate interest in plants and gardening ourselves. Or perhaps simply a love for nature and being outside. Now, I realize this doesn’t apply to everyone. Many in the green industry have inherited family businesses and in some of these cases a personal passion for plants isn’t at play. Either way, plants and nature drive our industry and are our common language and currency.

Nonetheless, it’s shockingly easy to become quite disconnected from nature when we work in the business of plants. We’re focused on the day-to-day of making the money and getting the job done, and can often lose touch with the plants that inspired us in the first place; as well as spending far too much time in front of screens instead of trees. We have staff to deal with, customers to make happy, budgets to balance, and goals to hit. I get it because I do it. But I can always feel the drain, and the potential damage to my professional motivation and profits, when I’ve been away from nature too long. I see that disconnect in other businesses all the time.

Humans are a part of nature. We are interconnected. We’re not just outside observers; we’re part of the system. When we keep ourselves from participating actively with nature we do damage to both us and the system. A connection with nature is one of reciprocity. For nature to give you what you need, you must also support nature. When you unplug from the system, things go haywire.

How many times do we hear our customers talk about how gardening or getting out in nature is their “therapy”? Well, that statement is 100% accurate. Probably more scientifically accurate than even they realize. Gardening, hiking, being near water, forest bathing…all of these activities scientifically proven to improve mental wellness. Anytime I’m feeling drained, in a rut, less productive, or checked-out in whatever capacity, I know it’s because I’m just not getting outside enough, getting my bare feet on the earth enough, or staring at trees or water long enough.

We know that doctors have started prescribing forest bathing as a remedy for chronic stress and fatigue. If you’re feeling the strain of motivation, are snapping at staff, can’t quite get your garden center inventory or marketing just right, have you considered getting back in touch with what it is that brings your customers to you in the first place?Reconnecting with nature is not only good for your personally, but it may freshen up your perspective when it comes to your business and how to make better connections with customers goals.

In addition to being an avid lifelong gardener, I’m a big fan of hiking, forest bathing, and being near water to reduce my own stress. I've been fortunate to recently spend a few days up in the beautiful Ozarks in Arkansas, as well as a few days hiking around Northern California. Just getting out for a few days in each of these environments has done wonders for my brain.

I also indulge in a mild interest in bird watching. Lately I’ve needed to lean on nature in a much bigger way to better manage a lot of the stress and uncertainty that surrounds us right now. I decided to ramp up my bird watching time and bird listening. Yes, bird song, along with water, is also another wonderful therapist. Five new bird feeders just went up in my back yard, along with one of those Perky-Pet feeders with a camera on it. I honestly have had the most fun checking my bird cam and watching my bird feeder videos. The bevy of birds now visiting my patio every day has brought great peace and joy. Your customers are doing this…or want to, so why aren’t you?

The garden, the forest, the river, the birds...they are all therapists. If you really want to better understand your customers’ mind so you can meet their needs and boost your business, or you need to adjust your own attitude and mental wellness, perhaps you should see the same therapists.