Gotland’s Ugliest Lawn Contest: Championing Water-Wise Yards Worldwide
Humor, community, and conservation unite as Gotland’s ugly lawn contest inspires water saving and challenges the world’s obsession with green grass.
On the Swedish island of Gotland, neighbors no longer aspire to lush, emerald grass. Instead, they vie for a new kind of green glory: the title of the world’s ugliest lawn. This quirky competition began as a local response to drought and has since blossomed into an international movement, turning the idea of the perfect lawn on its head and making water conservation cause for celebration.
The Birth of the Ugly Lawn Revolution
Gotland, Sweden’s largest island, faces persistent drought and water scarcity—challenges that intensified as global temperatures rose and rainfall waned. Traditional, thirsty green lawns became unsustainable. In response, Gotland’s officials instituted irrigation bans beginning in 2017, particularly to manage the triple pressures of agriculture, growing tourism, and climate change-induced low groundwater levels.1
It was this context that inspired the launch of the Ugliest Lawn Contest in 2022, an initiative intended not just to save water but to shift the public’s perception of beauty in private yards. Instead of hiding their brown spots and dry patches, residents were encouraged to flaunt them, with the understanding that their “ugly” lawns were a badge of environmental responsibility.1
Why Gotland? The Water Crisis Behind the Contest
Gotland’s water issues are emblematic of a global challenge:
- Groundwater at Historic Lows: Years of reduced rain and snow continually deplete the island’s aquifers.
- Tourism Pressure: Seasonal population surges significantly increase water demand each year.
- Future Projections: According to the OECD, water availability on the island may decrease by 13.3% from 2021 to 2050. Meanwhile, demand is projected to rise 40% by 2045.1
- A Global Issue: UNICEF estimates that by 2025, half of the world’s population could face water scarcity.1
With these facts in mind, Gotland’s contest tackled a twofold problem: reducing water consumption and normalizing less “perfect” lawns at the cultural level.
How the Ugliest Lawn Contest Works
The contest’s rules are delightfully straightforward:
- Residents submit photos of their brown, patchy, or weed-ridden lawns—no effort to beautify needed.
- A panel of judges evaluates the submissions based on “ugliness” and potential for sustainable improvement.1
- Prizes have included a T-shirt reading “Proud Owner of The World’s Ugliest Lawn” and certificates declaring victory.1
- The winner also receives expert advice on transforming their plot into a more sustainable, native-plant yard.1
As the contest’s organizer, Johan Gustafsson, emphasizes, “This is the opposite of gloomy environmental messaging. People can feel good by doing less—just relax, have a cup of tea, and watch their lawns brown.”1
From Local Success to Global Movement
Following the enthusiastic response in Gotland, the contest quickly expanded. By 2023, it had become The World’s Ugliest Lawn competition, with entries pouring in from across the world—testament to the contest’s universal appeal and the urgency of water conservation.2
- Celebrity environmentalist Shailene Woodley lent her voice, issuing a global challenge to celebrate unwatered, ugly lawns for the planet’s sake.2
- The movement garnered over a billion impressions and widespread media coverage without any paid advertising.2
What others are reading
To join, anyone can upload a photo of their lawn with #worldsugliestlawn on Instagram or send it via email, collectively redefining what yard “success” looks like.1 The contest’s official website now even offers toolkits for communities worldwide to organize their own local challenges.3
Recent Winners: Celebrating Ugliness for a Cause
- 2022 Gotland Winner: Marcus Norström, praised for his “lousy lawn that lived up to all our expectations.”1
- 2023 Global Winner: Kathleen Murray in Tasmania, Australia, whose lawn featured dry divots courtesy of wild bandicoots and zero irrigation. Her reward? Global acclaim and a pre-loved T-shirt.4
- 2024 Global Winner: Leisa Elliott from Birdlings Flat, New Zealand, whose entry epitomized the beautifully hideous, water-wise spirit.3
- Special Mentions: Honorees in Italy and Tasmania, further illustrating the contest’s worldwide reach.3
Humor and Hope: Changing The Conversation
What makes the ugly lawn contest stand out in environmental communications is its distinctive use of humor and positivity.2
- Laughter Over Guilt: Instead of grim warnings, the contest fosters camaraderie and pride in water-saving choices.
- No Effort Required: The less lawn care, the better—an inviting message for all.
- Community Spirit: With prizes being t-shirts and certificates, the contest is accessible and sincere, rather than competitive or exclusionary.
- Media Magnet: The playful approach has earned billions of media impressions globally.
As explained by organizers, the goal is to make sustainability less daunting and more achievable through simple, collective action.
Bigger Picture: The Environmental Cost of Green Lawns
The contest calls out the environmental “hidden cost” of perfect lawns. Globally, over 7 billion gallons of water are used every day to irrigate lawns, with more than half being wasted through evaporation or runoff.4
Other negative impacts of traditional lawns include:
- Excessive Chemical Use: Fertilizers and pesticides pollute water sources.
- Biodiversity Loss: Monoculture grass lawns provide little habitat for wildlife.
- Air and Noise Pollution: Lawnmowers and maintenance equipment contribute to environmental degradation.
By turning brown patches into a mark of pride, Gotland’s contest makes the case for dropping outdated landscaping standards in favor of sustainable alternatives.
Alternatives to Grass: Embracing Native and Water-Wise Lawns
The contest also spotlights innovative solutions, such as clover lawns and areas rewilded with native, drought-tolerant plants:4
- Clover lawns use less water, stay green in drought, enrich the soil, and require no fertilizer.
- Native wildflowers support pollinators and birds while reducing maintenance.
- Gravel and mulch landscapes further cut water and chemical use.
| Lawn Type | Water Use | Biodiversity | Maintenance |
|---|---|---|---|
| Traditional Grass Lawn | High | Low | High |
| Clover/Native Lawn | Low | High | Low |
| Mulch/Gravel | Minimal | Medium | Low |
This shift has the potential to transform both ecological health and cultural attitudes about what a “proper” yard should look like.
Local Impact: How Gotland Changed Its Water Habits
The contest’s effects reach beyond headlines:
- Gotland’s domestic water consumption has dropped by 6.4% since 2021, its lowest rate ever recorded according to the local waterworks.
- The contest inspired copycat challenges worldwide, multiplying the water-saving effect.
- Official guides for running local ugly lawn contests are publicly available, offering step-by-step instructions for municipalities everywhere.3
How To Enter: Taking the Ugly Lawn Challenge
Participating is as simple as neglecting your lawn:
- Stop watering your grass for aesthetics during dry periods.
- Let nature take its course—brown spots, weeds, and bare patches are all celebrated.
- Snap a photo and upload it on Instagram using #worldsugliestlawn or send it via email.
- Anyone, anywhere, can take part—from city gardeners to rural homeowners.
What Are The Judges Looking For?
- Ugliness as Virtue: Lawns that show visible water-saving negligence.
- Potential for Change: Yards ready to become habitats for native plants, insects, and birds.
- Creativity: Humorous or artful photographic entries are encouraged!
Bringing the Movement Home: Starting Your Own Ugly Lawn Contest
Communities and local governments can easily adapt Gotland’s model. The contest organizers offer resources and templates for:
- Advertising and promoting water-wise lawn pride.
- Recruiting an impartial judging panel—potentially featuring ecologists or landscape architects.
- Rewarding winners with certificates, t-shirts, or public recognition rather than financial incentives.
- Sharing success stories to foster ongoing inspiration and support.
Voices Behind the Movement
“If more people can see the beauty in an ugly lawn, the world can save a lot of water.”
Marcus Norström, Gotland winner“This challenge is a great way to influence people around the world to use less water and shift their perspective on what’s attractive.”
Shailene Woodley, actress and activist
Frequently Asked Questions (FAQs)
Q: Is the world’s ugliest lawn contest just a joke?
A: While the contest is lighthearted and fun, its impact is very real—it draws attention to water conservation and encourages sustainable landscaping practices globally.
Q: What do I get if I win?
A: Winners have received certificates and tongue-in-cheek t-shirts. Most importantly, they earn recognition as stewards of a more sustainable, water-wise planet and may receive expert gardening advice.
Q: Can ugly lawns support wildlife?
A: Yes. Lawns that aren’t over-manicured or watered excessively offer habitat for insects, birds, and small animals. Replacing grass with native plants and wildflowers increases these benefits.
Q: Do I need to own a big yard to participate?
A: No! Anyone with a patch of grass or green space can take part, regardless of size or location.
Q: What are the ecological benefits of reducing lawn watering?
A: Saving water helps maintain aquifer levels, protects nearby natural ecosystems, and reduces pollution from fertilizers and pesticides.
Global Context: Water Scarcity and Changing Lawn Norms
Gotland’s contest resonates far beyond Scandinavia. Across North America, Australia, and Southern Europe, local governments are increasingly urging residents to ditch thirsty lawns in favor of “xeriscaping,” native groundcovers, and pollinator gardens.
The ugly lawn contest has become a global conversation starter, showing that a brown, unwatered yard can be a symbol of community, solidarity, and resilience in facing climate challenges.
How You Can Make a Difference
Whether you join the contest or simply change your lawn care routine, consider these action steps:
- Reduce or eliminate lawn irrigation, especially during dry months.
- Replace large lawn areas with drought-tolerant plants or groundcovers.
- Avoid chemical fertilizers and pesticides.
- Encourage neighbors to join in celebrating sustainability over aesthetics.
Not only can you save water, but you’ll help redefine what “beautiful” means in your community—one wonderfully ugly lawn at a time.
References
- https://www.ecowatch.com/ugly-lawn-contest-sweden-gotland.html
- https://www.differ.se/projects/the-world%E2%80%99s-ugliest-lawn
- https://gotland.com/worlds-ugliest-lawn/
- https://www.onlygoodnewsdaily.com/post/the-world-s-ugliest-lawn-contest
- https://www.adsoftheworld.com/campaigns/the-world-s-ugliest-lawn
- https://gotland.com/uglylawn/
- https://news.cision.com/visit-sweden/r/gotland—sweden-s-summer-island—crowns-the-winner-of-the-world-s-ugliest-lawn-2024,c4093192
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