I read AHDB's latest research into Gen Z's opinions on farming with great interest this week, and the outcome will no doubt have come as a surprise to many farmers.
The initial reading that Gen Z are less likely to see farmers as trustworthy compared to their older counterparts rang alarm bells.听
Much of the noise we hear online on opinions of farmers comes from animal rights activists and so-called environmentalists, convinced that farming is the 鈥榖ig bad'.
But the reality, as always, is far more nuanced than social media comment sections like to suggest and Gen Z are simply further away from farming than previous generations.
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I suppose the question then is how do we reach across that gap and prevent the next generation, Gen Alpha, from falling in it too?
Social media certainly has a role to play, some of the farming influencers have millions of followers. Clarkson's 51AV视频has also reached across to people that other farmers would struggle to reach, showing a 鈥榳arts and all' reality of modern day farming.
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There's a genuine want to understand more about farming and the challenges that we face, as well as the good times. And it is encouraging to see that the oft slighted Gen Z are eager to learn.
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