However, even after learning more about the sector, persistent misconceptions emerged. Many continued to associate agriculture with exhausting manual labor, long hours, and poor work-life balance, making it seem incompatible with modern lifestyles. Interestingly, while some saw potential in high-tech farming, others felt it made agriculture seem unnatural or too costly. A common assumption was also that working in agriculture requires living in isolated rural areas, overlooking urban or tech-driven roles. These findings suggest that changing farming’s image demands better storytelling and visible examples that break traditional stereotypes.
Adressing The Challenges
Despite these motivations, young people frequently perceive farming as a profession lacking job security and adequate remuneration for the demanding physical labor involved, and often feel that farmers are undervalued. Concerns about uncertainty, poor compensation, and a lack of government support are substantial barriers, even for those attracted to entrepreneurship. Yet, presenting careers in agricultural services, like consultancy without direct risk, generated positive responses, indicating that perceptions of instability are a key hurdle. Some participants shifted their views, especially when exposed to alternative career narratives, e.g., high-tech or urban farming, showing that they found the sector more relevant when it aligned with their values of sustainability, innovation, and meaningful work.
More Data And Insight Is Needed
There is an urgent need for further research into agricultural career perceptions. We‘re actively seeking collaborators for a quantitative study to quantify which factors matter most to different groups of prospective farmers. This would enable more targeted and effective communication and engagement with young people, and provide a crucial benchmark to assess long-term impact.
The “young farmer problem” isn’t a distant threat; it’s an immediate challenge. Europe’s future food security depends on removing barriers for young people to enter the agriculture profession. Policymakers, educators, and industry actors must act now to acknowledge the value of farmers to society and introduce policies that provide long-term support for the agriculture sector.
About EIT Food Consumer Observatory
Powered by EIT food, Consumer Observatory brings together research and consumer insight organizations to produce bespoke research and unique insights from the agrifood community. Its goal is to maximize the impact of consumer insights on agrifood topics, providing greater knowledge and guidance to stakeholders, educators, policymakers, and businesses, ultimately driving informed, consumer-focused change in the agrifood system.
Find out more about the Consumer Observatory.
EIT Food is the world’s largest and most dynamic food innovation community, dedicated to accelerating innovation for a future-fit food system that provides healthy, sustainable food for everyone. Supported by the European Institute of Innovation and Technology (EIT), an EU body, EIT Food invests in projects, organizations, and individuals aligned with its goals. It unlocks innovation potential in businesses and universities, and creates and scales agrifood startups to bring new technologies and products to market. EIT Food also equips professionals with essential skills and prioritizes consumers, aiming to build trust by reconnecting them with their food’s origins. As one of nine innovation communities established by the EIT, EIT Food plays a key role in driving innovation and entrepreneurship across Europe.
Reference:
- Borda, Á. J., Sárvári, B., & Balogh, J. M. (2023). Generation Change in Agriculture: A Systematic Review of the Literature. Economies, 11(5), 129. https://doi.org/10.3390/economies11050129
