A new generation of Australian farmers is running more diversified operations, consuming a broader media mix and approaching purchasing decisions with a stronger commercial lens, according to research from the Heartbeat of Australia study developed by Australian Community Media and Australian Regional Insights with the University of Canberra.
The research found Millennial and Gen Z farmers manage 2.6 farm categories on average compared to 1.7 for older farmers, with one in five supplying equipment or products as an additional revenue stream and 16% offering consulting services.
About 40% hold tertiary degrees, 72% feel positive about the future and 44% plan technology purchases in the next 12 months.
"This is the rise of the agri-entrepreneur," said Laura Allen, research and insights director at Australian Regional Insights.
"Next gen farmers are building more diversified, resilient operations and approaching decision-making with a much stronger commercial lens.
“This is an audience that actively seeks out information and expects brands to add value to their lives and operations."
While 69% use agricultural news weekly, 34% use podcasts and 32% use AI tools, creating a more complex media environment for brands. Some 20% are considering switching financial providers.
"Younger farmers are validating information across multiple sources, from trusted media through to digital platforms," said Andrew Whitelaw, co-founder of Episode 3.
"This generation is less tied to legacy brands and more focused on outcomes."
ACM is running a Next Gen Farmer Briefing series for agencies and marketers, with Brisbane on April 29 and Melbourne May 28.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.