Ugly Lawn Water Conservation Initiatives

We have only five years before 1.5 °C

The World's Ugliest Lawn competition, a water conservation initiative launched by the Swedish island of Gotland in collaboration with "Big Little Lies" star Shailene Woodley, challenges individuals worldwide to embrace their dry, unwatered lawns. This initiative aims to change the norm for green lawns, thereby conserving water on a global scale. Participants can enter the competition by sharing pictures of their ugly dry lawns on Instagram with the hashtag #worldsugliestlawn or by emailing the picture to Gotland. The winner, selected by a jury, will be announced in December.

The business implication of this initiative is significant, as it highlights the potential for companies and celebrities to leverage their platforms for social and environmental causes. By partnering with a well-known celebrity and gaining media coverage from prominent outlets such as the BBC and The Guardian, Gotland has successfully amplified its message, encouraging a shift in societal norms and behaviors towards more sustainable practices. This initiative serves as a model for how businesses can engage in corporate social responsibility, aligning their brand with positive environmental actions and contributing to the global effort to address water scarcity and climate change.