At the 2026 Turf & Ornamental Communicators Association (TOCA) State of the Industry panel in Cleveland, Ohio, one theme stood out: while the green industry is rapidly evolving, the way we communicate about it is evolving even faster.
Panelists – including a golf course superintendent, lawn care operator, tree care expert and green industry professor – pointed to a large and growing market, with lawn and landscaping alone representing roughly $180 billion. The industry continues to benefit from innovation across automation, artificial intelligence and advanced software, alongside increased outside investment that is accelerating professionalization.
Yet, despite this momentum, the industry faces persistent and complex challenges. From labor shortages and environmental pressures to regulatory scrutiny and misinformation, today’s turf and ornamental professionals are navigating a dynamic landscape—one where effective communications can play a defining role.
Panelists made it clear that there is no one-size-fits-all approach to communications. While some expressed a preference against email or social media, they recognized that younger professionals and students often rely on those very channels.
Instead, many industry professionals favor short-form video, podcasts and print publications—formats they can engage with on their own terms and schedules. At the same time, peer networks remain the most trusted source of information, with professionals frequently turning to colleagues, distributors or sales representatives before seeking information online.
For marketers, this means an integrated, multi-channel approach is essential. Brands must meet audiences where they are – delivering consistent, relevant messages across platforms to maximize reach, engagement and trust.
Across topics—from education and agronomy to customer expectations—panelists highlighted how difficult it is to communicate what the industry does and how it operates.
This challenge showed up in several examples:
One panelist emphasized a commitment to proactive, transparent communication—even when delivering difficult news—because it ultimately strengthens customer experiences and trust.
Further, simplifying complex ideas into accessible, relatable language is not optional. Bridging the gap between industry expertise and customer understanding is key to delivering value and better outcomes.
From pesticides to water use, perception gaps continue to shape how the public views the green industry – whether on a golf course or in a backyard.
Panelists pointed to several ongoing issues:
These challenges are amplified in today’s digital landscape, where social media can quickly spread incomplete or misleading information. Communicators must take an active role in shaping the narrative. That means leveraging data, amplifying best management practices and sharing real-world success stories that demonstrate intent and impact.
As the green industry continues to grow and evolve, so must its approach to communication. The insights from the TOCA panel reinforce a critical shift: communications is no longer a supporting function—it is a strategic driver of growth, reputation and resilience.
In an industry surrounded by innovation and complexity, how you communicate is just as important as what you do. From educating audiences and building trust to correcting misinformation and elevating professionalism, strategic communications have the power to shape perception and unlock opportunity.