Colle McVoy Research on Millennials in Agriculture

CM learned from the next generation of farmers, students, ag educators and millennials how they see the future and how they will affect ag marketing.

Molly is a farmer. She’s 28 and someday — a day that isn’t all that far off — Molly will inherit her family’s 5,000-acre farm.

As a millennial, Molly represents the new face of agriculture, an industry expected to grow by 70 percent as the world population grows to more than 9 billion by 2050, according to the United Nations. Roughly 83 million people today make up the millennial generation and they relate to brands much differently than their parents. We know, broadly speaking, that they expect brands to act less like corporations and more like citizens. But how does this affect ag marketing?

Colle McVoy conducted a custom qualitative and quantitative research study on millennials and agriculture. With the help of organizations such as the National Agriculture Marketing Association and Agriculture Future of America, we surveyed more than 500 people in 34 states. We talked to the next generation of farmers, students, ag educators and millennials who play supporting roles in agriculture.

What we learned is that Molly, like most of her cohort, is pulled in opposite directions.

Read the full article at Ag Professional.