Blog - Rhea+Kaiser

Marketing to 5 generations of farmers - Rhea Kaiser

Written by Hubspot user | May 1, 2017 10:14:59 PM

Insights into the unique mindsets and marketing opportunities for ag brands


Today, five generations are active on the farm – Matures, Baby Boomers, GenXers, Millennials and GenZers. Across these generations, we see similarities in their passion for agriculture, instinct and ingenuity that go into raising crops or livestock. We also see dramatic attitudinal and behavioral differences. Ag brands should leverage these for targeted messaging and channel selection to gain better engagement and a competitive advantage.
Download a PDF version of this infographic!

Sources:

Personal observations and experiences growing up on a farm and combined 50 years of working with farmers by Diane Martin and Jeff Walter.

“2016 Media Channel Use Study,” Agri Media Council/Connectiv, 2016.

“Tech in Ag 2014,” Meredith AgriMedia, Feb. 2014.

“Farm Demographics – U.S. Farmers by Gender, Age, Race, Ethnicity, and More.” USDA, Agricultural Census, 2012. https://www.agcensus.usda.gov/Publications/2012/Online_Resources/Highlights/Farm_Demographics/#average_age

“The 20th Century Transformation of U.S. Agriculture and Farm Policy.” Dimitri, C., Effland, A., Conklin, N., USDA Economic Research Service, Bulletin No. 3, Jun. 2005.

“The Six Living Generations in America.” Novak, J. http://www.marketingteacher.com/the-six-living-generations-in-America/

“Leading the Four Generations at Work,” American Management Association, Nov. 2014. http://www.amanet.org/training/articles/Leading-the-Four-Generations-at-Work.aspx

“How Millennials are Changing the Face of Marketing Forever. The Reciprocity Principle.” Boston Consulting Group-Perspectives, Barton, C., Koslow, L., Beauchamp, C., Jan. 2014.  https://www.bcgperspectives.com/content/articles/marketing_center_consumer_customer_insight_how_millennials_changing_marketing_forever/

“Gen Xers in 2016.” and “Millennials in 2016.” Consumer Outlook. Iconoculture Consumer Insights.

“Growing a Nation: The Story of American Agriculture.” Ag in the Classroom and National Institute of Food and Agriculture, USDA. https://www.agclassroom.org/gan/timeline/

“Millennial Farmers Are Changing the Industry,” Holland, C. http://midanmarketing.com/2014/10/20/millennial-farmers-are-changing-the-industry/

“Building a Future with Farmers: Challenges Faced by Young, American Farmers and A National Strategy to Help Them Succeed.” Shute, L.L., Anderson, A., Bernhardt, H., Creech, T., Fleming, S., Oakley, E., Shute, B., National Young Farmers Coalition, Nov. 2011.

“4 Reasons Millennials Are Rekindling Their Love of Farming,” Farm Bureau Financial Services. https://www.fbfs.com/learning-center/4-reasons-millennials-are-rekindling-their-love-of-farming

“Developing Tomorrow’s Leaders. How to Cultivate the Next Generation of Corporate Leaders.” MIT Sloan Management, Fall 2015.

“Farmer Speaks Panel Findings Winter 2016,” J.L. Farmakis, March 2016.