Increasingly, agriculture organizations are struggling to find and keep the next generation of farmers and ranchers engaged. The reasons are abundant:

• The pool of farmers is shrinking.
• The structure of organizations often caters to the Baby Boomer and older Gen X generations – missing the mark on the younger generations’ time constraints and engagement preferences.
• There’s a lack of clearly defined expectations and outcomes for their involvement.
• There’s a perceived unwillingness to challenge the status quo and make changes.
• There’s a belief that, because they lack experience others may have, their perspective may not be valued.

With these factors playing into the equation, how can ag organizations connect with Gen Z farmers and ranchers? Not only to attract them, but retain them to become young leaders, and eventually seasoned leaders?

New research from The Center for Food Integrity reveals what Gen Z wants – their priorities, values and preferences. The findings and strategic approaches are detailed in “Engaging Gen Z: The Consumer, The Farmer / Rancher, The Workforce.”

The research indicates that Gen Zs want to be heard and have an impact. Living out their “purpose” is important to them. Having grown up in a world where technology abounds, they have favorable attitudes toward it and champion technology as a solution to the world’s most pressing problems – including those that can be solved in agriculture.

Racial and ethnic diversity matters as well. According to Pew Research, Gen Z represents the leading edge of the country’s changing racial and ethnic makeup with 52% non-Hispanic White, 25% Hispanic, 14% Black, 6% Asian and 5% a different race or two or more races. This may challenge agriculture a bit as this generation may identify that the same societal demographic splits aren’t represented in agriculture ownership. It will be important for agriculture organizations to identify where there is opportunity to bring in diverse perspectives and have critical conversations, even if uncomfortable.

For those organizations looking to engage Gen Z farmers and ranchers, consider these seven research-based recommendations.

Involve Gen Z early and often.

Provide low-risk opportunities to get connected and share their ideas so they feel their input is needed and heard, and that it can have an impact.

Ask Gen Z farmers/ranchers what they want and need. (Then truly listen and follow through on what they request, if possible.)

The best way to gauge the value you’re providing is to conduct periodic member surveys to understand the concerns, needs and types of support that would be helpful to members (training, mentorship programs, etc.).

Establish programs that empower networking and mentorship opportunities between generations of farmers.

Provide opportunities for experienced farmers/ranchers to work closely with Gen Z members. Encourage seasoned members to embrace the passion and energy of the next generation – and to be open to new suggestions. Reinforce and showcase the importance of an open exchange of ideas between members of all types.

Showcase technology.

Because Gen Z sees technology as the key to many of the world’s biggest and previously unsolvable problems, encourage them to showcase technology and innovation in agriculture with hands-on experiences or behind-the-scenes video, where possible. Provide opportunities for them to explore the latest innovations that can help farmers produce food more sustainably.

Foster a diverse, equitable and inclusive culture.

Provide staff and leadership training and resources to emphasize that individuals of all ages, genders, races, cultures and perspectives are to be valued and respected. They each bring unique experiences and ideas to the organization and benefit decision-making at every level.

Address potential obstacles.

Based on input from Gen Z farmers/ranchers, assess whether the structure of your organization welcomes their involvement. There may be barriers that are easy to remove, but simply haven’t been identified.

Offer development opportunities to empower engagement outside of agriculture.

Offer training that encourages Gen Z farmers/ranchers to represent the positive stories of agriculture in other groups, industries, community organizations and online communities in which they’re involved.

For additional recommendations, dig into the guide – a one-stop shop that helps you understand a powerful generation looking to make its mark.

If your organization would benefit from training to engage Gen Z, a research presentation or keynote, or even a Gen Z consumer panel at your next event, we’d love to talk. If you’re ready for an immersive experience designed to help Gen Z audiences better understand what’s happening today on farms and ranches, and in food production, an influencer engagement could be a great fit.

If you have other ideas or questions, we encourage you to reach out – we’re here to help.