Biodiversity is no longer a ‘nice to have’—it’s a legal requirement. Under the Environment Act 2021, all new developments must deliver at least 10% Biodiversity Net Gain (BNG) and commit to maintaining it for 30 years. For housebuilders, this means rethinking landscapes, planting schemes, and long-term green space management.
But here’s the challenge: most developers aren’t experts in biodiversity.
When we think about garden design, we often picture beautiful landscapes, carefully chosen planting schemes, and expertly crafted outdoor spaces. But in the latest episode of The Underground Podcast, internationally acclaimed garden designer Peter Donegan offers a much deeper perspective—one that combines creativity, problem-solving, and commercial intelligence.
From turnkey landscapes built in under ten days to public gardens steeped in history, Donegan’s approach is as much about strategic thinking as it is about aesthetics. His insights are invaluable for landscape architects, designers, and businesses looking to stay ahead in an evolving industry.
Business Success Comes from Problem-Solving
One of the standout moments in our conversation was Donegan’s description of designing a public garden in a 13th-century French castle. The challenge? The site was 30ft below street level, with a 1.6m-wide access point, making traditional construction methods impossible.
“Most of the gardens we do involve a lot of engineering. If we’re working on a rooftop or a historical site, we have to rethink everything—materials, access, build methods—so it still looks effortless.”
For businesses in the garden sector, this approach is a reminder that innovation often comes from constraints. Whether you’re a garden centre catering to urban clients or a landscaping firm tackling difficult plots, the ability to problem-solve creatively will set you apart from the competition.
The Real Value of Storytelling in Design
Donegan’s work is not just about planting trees and laying paths—it’s about creating gardens that tell stories. This was never more evident than in his award-winning garden at the Melbourne International Flower and Garden Show, which explored the mental health challenges faced by Australian veterans.
“I can’t tell a politician to apologise for war, but I can evoke emotion through a garden. If we do it right, and if we save one life, then it’s all been worthwhile.”
This principle is just as relevant for garden retailers, brands, and service providers. Whether you’re selling a product, designing a landscape, or marketing to clients, you need to go beyond functionality and connect on an emotional level. People invest in brands that resonate with them—and storytelling is a key way to create that connection.
Sustainability Should Be Seamless
Sustainability is a major conversation in the garden sector, but Donegan’s approach is refreshingly practical. He doesn’t just design with sustainability in mind—he integrates it so seamlessly that it becomes part of the garden’s DNA.
“We didn’t remove a single inch of soil from the site. All materials and contractors were local. It was one of the greenest gardens I’ve ever done, but we didn’t label it as such—it was just good design.”
For businesses, this is an important takeaway: sustainability shouldn’t be a selling point—it should be a given. Instead of marketing ‘green’ credentials, brands should embed sustainability into their processes and let the results speak for themselves.
Small Spaces, Big Impact
With urbanisation increasing and garden sizes shrinking, Donegan believes the future of garden design lies in maximising small spaces. His approach? Collaboration and creativity.
“If you don’t have room for a second apple tree, buy one for your neighbour. It’s not just about your garden—it’s about creating an environment that works together.”
For developers, retailers, and landscapers, this means rethinking how we design for smaller plots. From smart planting schemes to shared green infrastructure, the businesses that succeed will be those that help customers see beyond their own fence lines.
Make Your Work Unforgettable
Perhaps the most inspiring insight from our conversation was Donegan’s personal connection to his work. He describes his favourite tree—Laburnocytisus ‘Adamii’, a graft hybrid with yellow, purple, and mauve flowers—as “the Hendrix of trees”.
“The first time I saw one, it was like hearing Hendrix for the first time. Pure rock and roll.”
This enthusiasm is a reminder that whether you’re a designer, landscaper, or brand, you should find what makes your work exciting and memorable. If you’re passionate about what you do, customers and clients will be too.
Peter Donegan’s approach to garden design offers powerful lessons for the garden sector:
- Think beyond the obvious—constraints can be opportunities for innovation.
- Use storytelling—connect with your audience on a deeper level.
- Integrate sustainability naturally—don’t just use it as a buzzword.
- Maximise small spaces—create environments that work together.
- Make your work stand out—be memorable, be different, be passionate.
At WrightObara, we work with brands in the home and garden sector to help them communicate their expertise, passion, and value in ways that make an impact. Whether it’s through brand storytelling, digital campaigns, or strategic marketing, we believe the best businesses don’t just sell products—they inspire action.
Want to talk about how to elevate your brand’s storytelling in the garden sector? Get in touch with our team.
Check out the full episode of The Underground Podcast, featuring Peter Donegan below: