The conversation about modern agriculture has never been more important. The non-farming public is interested in understanding how agriculture supports the demands of consumers and how farmers are focused on preserving our planet’s natural resources, according to new market research facilitated by Monsanto.
The research highlights society’s perceptions about today’s farm industry and provides insights on the best way to communicate effectively about agriculture. For example, the study found that people are interested in the digital tools and data used in modern agriculture, and that subject makes a great starting point to influence positive perceptions about farming. The study also found that “sustainability” may not be an effective term unless defined in a succinct way, and that the public prefers a farmer’s focus to be on “using fewer resources” rather than “producing more food.”
The results of this research led to a new website and accompanying advertising and social media campaigns to help tell the true story of today’s farmers and the agricultural community. The online resources can help farmers understand what messaging resonates with the public and what terminology and information are most effective in engaging positive conversations about modern agriculture. For more information, visit modernag.org.