Green infrastructure: Growing for a hotter future

I find myself writing about a topic nearly every day that may seem obvious, but at its core really isn’t. The subject is as evergreen — and as vital — as an arborvitae in January. And yet, we cannot speak of it enough.

As climate inconsistencies accelerate, the role of plants in our built and natural environments is evolving. Once valued primarily for their aesthetics, shade trees, perennial borders and native grasses are increasingly recognized as green infrastructure.

These plants are becoming tools for cooling cities, managing water, reducing carbon emissions and mitigating environmental extremes. Marketing plants for climate control is no longer simply an environmentalist’s vision. It’s a practical, profitable and necessary business strategy.

But what about aesthetics? As a colleague shared with me a few months ago, “The value in marketing plants is beyond beauty.” We cannot overstate this value.

Because time is of the essence. As the climate shifts, U.S. Department of Agriculture (USDA) Hardiness Zones are trending northward. The National Climate Assessment projects further change in the coming decades.

Climate calls for urgency

For nursery growers, a shift in messaging invites an urgent and compelling narrative. According to NOAA’s National Centers for Environmental Information (NCEI), many major U.S. cities experienced above-normal annual temperatures in 2023, compared to climate norms in 1991-2020.

Additionally, the U.S. Environmental Protection Agency (EPA) reports that urban heat islands can exhibit air temperatures that are 1 to 7 degrees Fahrenheit warmer during the day and 2 to 5 degrees Fahrenheit warmer at night than surrounding rural areas. In extreme cases – particularly in large cities during calm, clear nights – the urban heat island temperature difference can approach double digits, reaching up to 10 degrees Fahrenheit.

Research indicates that this effect is expected to intensify as urban areas expand in size, density and population. These elevated temperatures place added strain on infrastructure and human health, while also increasing demand for climate-adaptive green spaces.

Plants play a central role in alleviating heat. Research shows that increasing tree canopy can reduce land surface temperatures by up to 10 degrees Fahrenheit — and in some cases, even more. These findings are supported by multiple urban heat studies, including case studies from Georgia Institute of Technology and other academic institutions.

In Chicago, street trees are a substantial asset. According to the city’s 2023 Urban Forest Management Plan, Chicago’s approximately 554,800 street trees provide about $12 million annually in environmental and economic benefits – including sequestering over 13.7 million pounds of carbon (roughly 6,850 tons of CO2), intercepting more than 150 million gallons of stormwater and removing an estimated $9.6 million in air pollutants each year.

This measurable impact is exactly the kind of value today’s plant customers want to understand. Whether planting for a park, sidewalk or backyard, leading with climate function gives people a reason to care — and to invest.

Plants that do more

Having spent years marketing nearly every facet of the ornamental plant industry, I’ve witnessed its messaging evolution — from bloom time and color to growth habits and “right plant, right place.” These messages still matter, but in recent years I’ve seen a shift.

Our customers — including landscape contractors and retailers, along with their end-users, HOA managers and homeowners – are asking deeper questions: Can that plant stand up to heat, survive dry spells, or control erosion or stormwater runoff? Can it provide shade or thrive under it? Will it attract pollinators while resisting deer and rabbits?

Customers want plants with purpose — but they also still want beauty. This presents plant nurseries with a compelling marketing opportunity.

In drought-prone landscapes, native perennials and grasses reduce water demand. Plants like Echinacea purpurea (purple coneflower), Panicum virgatum (switchgrass), Salvia nemorosa (meadow sage) and Rudbeckia fulgida (orange coneflower) are drought tolerant, support pollinators and thrive with limited irrigation.

Landscapes planted with native or drought-adapted species require less supplemental water, support soil structure and prevent erosion. Minimizing turf using climate-appropriate plants is sensible resource management.

In flood-prone areas, smart planting includes species that tolerate wet feet. Rain gardens planted with natives such as Carex stricta (tussock sedge), Iris virginica or I. versicolor (blue flag iris) and Asclepias incarnata (swamp milkweed) enhance aesthetics as they filter water and improve stormwater performance.

Grow by educating

Urban planting initiatives offer tangible business opportunities. Cities such as Phoenix and New York are investing in large-scale tree planting programs, particularly in heat-vulnerable neighborhoods. This drives demand for climate-ready species that offer drought tolerance, shade, carbon capture and curb appeal.

Nurseries able to supply trees that meet specifications for heat resistance, low-water use and longevity will stand out to municipal buyers, landscape professionals and, ultimately, eco-conscious homeowners. Marketing for climate control involves not only growing and stocking appropriate plants — but educating the customer.

Many buyers want to market environmentally responsible choices, but may lack knowledge. Growers can lead with educational signage, digital tools and strategic storytelling.

Encourage retail and landscape clients to group their deliveries and craft their designs with plants that have similar requirements for sun, water and shade. Give the information on plant tags a makeover. Imagine a tag reading: “Reduces erosion and stores 1.8 tons of CO₂ per acre annually.” Or a packaged rain garden grouping of plants labeled: “Manages stormwater from a 1,200 square-foot roof in a single rainfall.”

Follow the market signals

A 2022 NielsenIQ study reports that 78% of U.S. consumers consider a sustainable lifestyle important. Nurseries that connect their products to specific environmental impacts tap into that growing consumer sentiment. Providing simple handouts with orders that feature specific inventory — such as “Top 10 Plants for a Cooler Backyard” or “Water-Wise Alternatives to Lawn” — can build customer confidence and drive purchases.

Landscape firms working on Leadership in Energy and Environmental Design (LEED) or Sustainable Sites Initiative (SITES) projects often seek suppliers who understand both performance specifications and aesthetics. Buyers frequently require plant species that qualify for stormwater management credits, support carbon sequestration goals or meet native plant mandates. Growers fluent in this language — and equipped with detailed plant data sheets — can build lasting client loyalty.

Government and nonprofit programs are another strong channel. Municipal grants, carbon-credit programs or green infrastructure mandates increase demand. Becoming an approved vendor or offering pre-assembled climate plant kits can streamline procurement for bulk contracts. Organizations like Veritree’s Trees for the Future, American Forests and local watershed districts can be excellent partners.

Use the right tools

Data is an increasingly powerful differentiator and has a lot of potential in plant marketing communications.

A hypothetical example only, imagine being able to say something like this in marketing materials: “In 2024, our customers purchased 3,200 shade trees — collectively offsetting 160,000 pounds of carbon dioxide and saving approximately 18 million gallons of water.” Of course, actual figures should be based on verified modeling that is specific to the nursery’s inventory.

With tools like iTree, growers can do this. iTree analyzes urban and rural forests and assesses the benefits they provide. Growers can estimate how much carbon a tree captures annually, how much air pollution is removed or how much stormwater is intercepted.

The unique software program was developed by the USDA Forest Service as a collaboration with Davey Tree Expert Company, the Arbor Day Foundation and the International Society of Arboriculture.

Lead with smart solutions

Marketing plants for climate control doesn’t forsake their beauty or diverse storytelling that is a hallmark of horticulture. It adds another layer from which to draw rich marketing content. It creates a deeper connection between plants and place, environment and economy.

Marketing plants for climate control is about helping customers understand that planting a tree adds shade and value. It cools a schoolyard, lowers energy bills, cleans the air. Selecting site-specific, hardy native plants reduces maintenance time and effort, supports soil health, recharges aquifers, and provides food and shelter for local wildlife and pollinators.

In my experience, education and expertise remain our industry’s greatest assets. Those who speak in environmental metrics, bundle solutions and tell the environmental story of their plants gain a progressive edge.

When climate-smart plants are backed by marketing that highlights their environmental contributions — as well as their beauty — they become powerful tools for change. Nursery professionals can use them to help cool communities and grow more resilient, future-ready businesses.