Study Signals A Shift In Agri Marketing

Meet the Next Gen Farmer: Agri Study and a National Roadshow signal a shift in Agri Marketing – A new generation of Australian farmers is reshaping the future of agriculture and Australian Community Media (ACM) and Australian Regional Insights is taking those insights directly to market through a national briefing series aimed at agencies and marketers.  Research from the regionally-focused Heartbeat of Australia study , developed with Australian Regional Insights (ARI) and the University of Canberra, reveals Millennial and Gen Z farmers are more educated, run more diversified operations and are more entrepreneurial than previous generations, with major implications for how brands engage the sector.

ARI Research & Insights Director Laura Allen said the findings point to a fundamental shift in the structure of farm businesses.  “This is the rise of the agri-entrepreneur,” Ms Allen said.  “Next gen farmers are building more diversified, resilient operations and approaching decision-making with a much stronger commercial lens.”