Rewilding Mode

Husqvarna, a Swedish company that makes gardening equipment, wanted to drive the transition towards less climate impact, increased circularity, and inspire people to make better choices. At Husqvarna, they had recognized that they had a role to play when it came to biodiversity but had not found the right approach. They had previously conducted a survey amongst garden owners that showed that biodiversity was important, but they were struggling to know how to implement it in their gardens.

To achieve real change in behavior, we wanted the target group to be a part of the solution. Thanks to a strong partnership with the company’s engineering team, the idea became reality, and a unique feature was introduced to Husqvarna’s robotic lawn mowers: Rewilding Mode.

Added through a software update to the lawn mowers, “Rewilding Mode” turned 150,000 mowers around the world into environmental warriors. Using advanced radar technology, we set the mowers to leave 10% of each lawn uncut, protecting spaces for pollinators.

Truth Well Told: Featured in over 200 major outlets like Fast Company and Forbes, it has touched 218 million people across 20 countries, achieving a PR value of 50 million Swedish crowns. The true victory? Over 267,000 square meters of lawn have transitioned into habitats for pollinators, with numbers growing daily. The goal is to keep increasing this area designed for pollinators for years to come, while also working as a conversation starter about what perfection should look like.