Insights into the unique mindsets and marketing opportunities for ag brands.

Today, five generations are active on the farm – Matures, Baby Boomers, GenXers, Millennials and GenZers. Across these generations, we see similarities in their passion for agriculture, instinct and ingenuity that go into raising crops or livestock. We also see dramatic attitudinal and behavioral differences. Ag brands should leverage these for targeted messaging and channel selection to gain better engagement and a competitive advantage.

Insights into the unique mindsets and marketing opportunities for ag brands.

Today, five generations are active on the farm – Matures, Baby Boomers, GenXers, Millennials and GenZers. Across these generations, we see similarities in their passion for agriculture, instinct and ingenuity that go into raising crops or livestock. We also see dramatic attitudinal and behavioral differences, though, that if leveraged in targeted messaging and channel selection, it could gain better engagement and advantage for ag brands.

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Sources:

Personal observations and experiences growing up on a farm and combined 50 years of working with farmers by Diane Martin and Jeff Walter.

“2016 Media Channel Use Study,” Agri Media Council/Connectiv, 2016.

“Tech in Ag 2014,” Meredith AgriMedia, Feb. 2014.

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“The 20th Century Transformation of U.S. Agriculture and Farm Policy.” Dimitri, C., Effland, A., Conklin, N., USDA Economic Research Service, Bulletin No. 3, Jun. 2005.

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“Gen Xers in 2016.” and “Millennials in 2016.” Consumer Outlook. Iconoculture Consumer Insights.

“Growing a Nation: The Story of American Agriculture.” Ag in the Classroom and National Institute of Food and Agriculture, USDA. https://www.agclassroom.org/gan/timeline/

“Millennial Farmers Are Changing the Industry,” Holland, C. http://midanmarketing.com/2014/10/20/millennial-farmers-are-changing-the-industry/

“Building a Future with Farmers: Challenges Faced by Young, American Farmers and A National Strategy to Help Them Succeed.” Shute, L.L., Anderson, A., Bernhardt, H., Creech, T., Fleming, S., Oakley, E., Shute, B., National Young Farmers Coalition, Nov. 2011.

“4 Reasons Millennials Are Rekindling Their Love of Farming,” Farm Bureau Financial Services. https://www.fbfs.com/learning-center/4-reasons-millennials-are-rekindling-their-love-of-farming

“Developing Tomorrow’s Leaders. How to Cultivate the Next Generation of Corporate Leaders.” MIT Sloan Management, Fall 2015.

“Farmer Speaks Panel Findings Winter 2016,” J.L. Farmakis, March 2016.