YOUNG FARMERS · What can digital communications do for generational renewal in farming?

What can digital communications do for generational renewal in farming?

The lack of interest among youth to work in the farming sector is a common phenomenon for developed economies. Undoubtedly, many young people do not consider farming as a “career option”, even if they graduate with an agricultural degree. The low percentage of young farmers in the EU and the USA impairs resilience in farming and threatens food security. However, the negative perceptions towards farming among youth should not be misinterpreted as a lack of interest in agriculture. Globally, the number of protests against the current industrial agricultural system is growing. These increasing waves of protest behavior indicate that the younger generation is voluntarily more supportive for an ecological and non-industrial agriculture than the previous generation. The YOUNG FARMERS project explores the relationship between these two parallel trends “lack of interest to work in the farming sector among youth” and “increased youth engagement in agri-food movements” in the USA and France. The project contributes to two main challenges: a global difficulty in attracting youth into farming, and the increasing pressure on institutions to provide efficient knowledge transfer to youth via online platforms. The informal education initiatives such as internships, and apprenticeship programs for those interested in farming careers have increased in recent years. However, the average age of farmers in the EU and the USA is still between 50 and 60 years. Besides economic factors such as access to land, the challenges faced by aspiring new farmers are also strongly tied to societal and cultural norms. This generational renewal problem signals a need for strategic career communication approaches, with honest conversations about the challenges—as well as the opportunities—of a farming career. Today’s youth are known for their extensive use of digital media, including for knowledge acquisition and sharing information on careers and jobs. Hence, it is important to explore the digital communication revolution and understand its effect on the career aspirations of the youth. Scrolling through digital media will show that there is still a knowledge gap in interactions that can successfully influence young people's career aspirations in the farming profession. e and reputation. The YOUNG FARMERS project shed light on the broader question, “What can digital communications do for generational renewal in farming?”

Текст от CORDIS, на английски · Данни: CORDIS, © Европейски съюз