The Ask

Help Scotts regain relevance with Gen Z and young Millennials by creating a new product that reframes lawn care as a simple, modern, and personally rewarding part of their lifestyle.

The Brief

The Brief

The Brand

  • Each patented granule contains all of the nutrients required in the correct ratio, rather than having separate pills for each nutrient like the other guys.

  • Scotts products have extended feeding capabilities for up to 3x longer. The coated particle secures nutrients until your turf needs them, resulting in a fed lawn for up to six months.

“I’ve used your products for 30 years! Can always count on you!” — Tiana, 2025

The Context

✨ Go touch grass ✨

Grass offers something rare: a real, tactile pause. It’s a quick reset from digital overload, a place to think, breathe, or just be. It’s proof that not everything has to be optimized or monetized to make you feel better.

In fact, exposure to green spaces result in mental restoration and increased positive emotions. It also led to improved mindfulness and a decrease in anxiety (Harvard School Of Public Health, 2024).

A yard used to be standard, now it’s a milestone many can’t afford.

No wonder grass feels symbolic.

The Tension

Touching grass isn’t always possible…

Gen Z and Millennials don’t own homes, so why would they care about a lawn-care brand? They’re not planting yards, they’re renting apartments with patchy courtyards they don’t control.

Scotts has historically spoken to homeowners, primarily people with yards, garages and weekend time for lawn care. But Millennials and Gen Z live their lives differently: renting apartments, working multiple jobs, living in cities and navigating a housing market that works against them.

Having a lawn is no longer the norm, it’s a luxury.

Yet the desire for green space hasn’t disappeared. This generation loves nature, houseplants and micro-moments of calm in their chaotic environments. 

This is Scotts’ opportunity.

50%

33%

of Millennials and Gen Z don’t plan on buying a house, citing “being too expensive” as the main barrier.

of 27-30 year olds own a home, compared to 68% of Gen X at the same age.

The Opportunity

Reposition Scotts from a traditional lawn care brand into a product that can be used in any space.

Not just for lawns, but anywhere that is green.

Scotts is about supporting the growth of spaces that make people feel connected and calm. Supporting the nature that supports us.

The Idea

Grow What You’ve Got

Whether it’s a plant in a windowsill or a patch of grass behind a duplex, Scotts can help grow something real.