No cap: How Gen Z says they feel about agriculture

Gen Z. The all-day TikTok-ing, climate crisis-obsessing, blasé attitude-having generation born between the years 1997-2012. Right?

Well, not if you ask us. We love Gen Z, but these are the common stereotypes older generations hold toward their cultural successors. But regardless of what misconceptions may be held, it’s undeniable that these “youngsters” are now entering the professional world, wielding real decision-making power. So it’s more important than ever to understand how they feel about the industries in which we work. For us, that’s food and agriculture, and this is what they had to say about how ag is all up in their feelings.

They highkey care about how their food is produced

A 2023 ASPCA/Ipsos national survey found that adults under 30 report higher awareness and concern about farm animal welfare and the impacts of factory farming on both animals and farmers than older generations. ASPCA

They stan environmental efforts

A recent YouGov survey for Whole Foods Market reported that 70% of Gen Z supports “climate-smart” agricultural practices, signaling openness to farmers who adopt sustainability measures like conservation tillage, improved manure management and precision agriculture methods. Quality Assurance & Food Safety

They think the whole food industry is sus

Turns out, Gen Z is wary of the broader food system in general. A University of Minnesota poll found that only 17% of Gen Z strongly trust information about where their food is grown and how it’s produced, much lower than older generations. The Food Institute+1

Gen Z farmers vibe with Gen Z overall

Among young farmers themselves, surveys by the National Young Farmers Coalition show that most see climate change as real and are actively trying to be part of the solution, even as they face other challenges in the industry. NRDC+1

At the end of the day how do they feel, frfr?

When you look at all the studies together, Gen Z actually thinks agriculture is pretty chill as long as they’re on the up-and-up. Ok, no more cringe Gen Z speak, but the bottom line is that the next generation of leaders tends to respect farmers as essential workers and potential climate allies, while remaining highly skeptical of industrial agriculture. They reward transparency, sustainability and animal welfare, and they increasingly expect farmers and food brands to prove they’re living up to those values. And that’s lowkey understandable (sorry, we lied).

Want more market insights from the world of food and ag? Looking to help your brand connect with evolving mindsets. We always have our finger on the pulse of the industry and know how to introduce your brand to the right people. Contact us today to learn how we can help you find what’s nxt.