Farmers are already doing lots for sustainability, which is why communication, particularly how we communicate, is key to driving forward conversations around the topic. 听
This comes as听Pinstone听Pulse released its first report which examines why sustainability conversations often miss the mark.听
READ MORE:听North Wales organic farming estate showcases big climate wins
Out of the 344 farmers surveyed, 89% are actively improving soil health with 61% willing to make significant changes, however,听92% feel their efforts go unrecognised.听
During a session launching the report, Rebecca Morgan, associate director at听Pinstone听said: "On average, farmers are doing eight sustainable farming practises, and from that, we mean things like nutrient management, water management,听perhaps some听regenerative farming.听听
"So, what is stopping farmers implementing more sustainable practises or going that step further? It will be no surprise that the biggest barriers that farmers face are finance, policy, instability, and risk."听
The report also looked at who farmers trust to help them make decisions around sustainability and the type of language farmers respond better to.听听
65% agree that too much jargon is used around sustainability which puts them off engaging in the topic. Phrases like 鈥榝arming with nature' are听more听likely听to drive engagement听than words like听鈥榬egenerative farming' and 鈥榥et zero'.听听
When it comes to where farmers turn to for advice, 54%听turn to听advisers,听51% turn to trade media and 50% turn to fellow farmers.听听
At the same time social media (78%) and online influencers (86%) are gaining ground, especially among younger generations.听听
The report highlights five shifts needed to mark the path from mistrust to collaboration and pressure to partnership:听
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Plain language & detailed insight听-听communicate simply, but back it up with substance.听
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Peer-powered proof听-听enable听farmers to听showcase听success through real-world examples.听
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Recognition before demand听-听celebrate what farmers are already doing to build trust.听
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Profit-aligned purpose听-听link sustainability goals to commercial performance.听
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Stability over speed听-听policy consistency matters more than new incentives.听
READ MORE:听How a mixed farm in the Shropshire Hills is embracing regenerative farming
