Bringing British farming closer to Gen Z

Trust in British farming remains high, and younger consumers consistently claim strong interest in food production. Our research with Gen Z shows the relationship with farming is characterised less by criticism than by limited understanding, creating an opportunity for farmers and the wider industry to build stronger connections with this influential consumer group.

• Gen Z value farming, but connecting with this generation may need to look and feel different from how it has with previous generations
• Farmers recognise that Gen Z are balancing cost pressures and adapting their buying habits while also appreciating Gen Z’s desire to support farming
• Both Gen Z and farmers acknowledge that farming lacks sufficient presence on social media for Gen Z to discover and learn more. Sharing best practice and participating in wider industry initiatives could help ease the pressure felt by farmers to communicate in the ‘right’ way

Consumer positivity towards British agriculture remained strong in 2025, with 77% of consumers agreeing that farmers are trustworthy. However, looking across age groups revealed a notable variation in scores. Among those aged over 65, the score rose to 82%; however, among those aged 18–24, it fell to 69%.¹

We commissioned research to understand younger consumers’ (aged 18–28) relationship with food and farming in more depth.²

It also captured farmers’ thoughts and reactions to these, providing a valuable opportunity for farmers to see and hear from these consumers and then discuss the opportunities and challenges they face in connecting with this group.

Gen Z consumers are not simply the consumers of tomorrow; they are a notable consumer group today.

Food decisions are rarely driven by a single factor; instead, Gen Z tend to weigh nutritional value, affordability and overall quality at the same time.

Within this context, both red meat and dairy are seen as offering important health benefits, particularly in relation to protein, strength and general wellbeing.

These categories still hold relevance for Gen Z, not because they are consumed unquestioningly but because they continue to be associated with tangible functional benefits that support a healthy lifestyle.

At the same time, consumption is often framed by moderation and balance rather than frequency or indulgence.

This reflects a wider mindset among Gen Z of trying to make sensible, informed choices that fit with both personal wellbeing goals and day-to-day constraints.

The result is a more nuanced relationship with food, where red meat and dairy are not necessarily rejected but are instead evaluated within a broader set of practical and personal considerations.

Farmers recognise that financial pressures play a major role in shaping younger consumers’ choices.

They believe Gen Z are particularly aware of price and therefore more likely to adapt their buying habits in response to the cost-of-living crisis.

This may mean choosing cheaper cuts of meat, buying imported products, exploring alternative protein options or simply reducing how often they purchase red meat.

For many farmers, this makes cost one of the most immediate and visible influences impacting consumer purchasing behaviour.

This is significant because it suggests that positive sentiment towards British farming or red meat does not automatically translate into regular purchase.

Even when younger consumers value provenance or quality, affordability can still override intention at the point of sale.

From the farmers’ perspective, this creates a practical challenge: maintaining relevance with Gen Z may depend not only on improving perceptions but also on recognising the economic realities that shape everyday food choices.

Many younger consumers have limited understanding of what modern farming involves on a day-to-day basis.

Farmers feel this lack of exposure can lead to assumptions or misunderstandings about how food is produced and what farming life is really like.

In particular, there is a sense that farming is often viewed from a distance, with little visibility of the practical, commercial and environmental realities that shape decisions on farm.

However, farmers are also struck by the extent to which Gen Z still express support for British farming, often more than expected.

This suggests that while knowledge may be limited, there is a strong base of goodwill that could be developed through better communication and engagement.

Many farmers come into these conversations expecting criticism, particularly given the prominence of negative media narratives around agriculture and sustainability.

Instead, they find that Gen Z’s views are often more balanced, with many holding either neutral or relatively positive perceptions of British farming’s environmental impact.

This challenges the assumption that younger audiences are instinctively critical of agriculture’s role in climate and environmental issues.

Rather than starting from a position of distrust, many Gen Z consumers may be open to a more balanced conversation about environmental impact, trade-offs and progress.

For farmers and the wider industry, this creates space to strengthen trust by communicating more clearly about the work done across the industry, avoiding responding defensively to assumed criticism.

Animal welfare emerges as another area where perception and reality do not always align.

Farmers feel that younger consumers may not fully understand the standards that underpin British farming, which can leave space for doubt or concern.

Because welfare is such an emotive topic, any uncertainty can have a disproportionate effect on how farming is judged more broadly.

Gen Z care about animal welfare but lack confidence in their understanding of what that involves on a farm – knowledge is often surface-level and uncertain.

This perceived gap matters because welfare concerns can strongly influence attitudes towards food production and purchasing decisions.

If younger consumers are unsure what good practice looks like, they may default to scepticism or rely on assumptions shaped by broader media narratives.

Greater transparency, clearer explanations and more visible examples of everyday farming practices could therefore play an important role in building understanding and confidence in British farming standards.

Both groups recognise that social media is one of the most effective ways to reach younger audiences, providing a valuable opportunity to communicate a more positive, relatable and sustainable story about British farming.

Increasing visibility in the right channels could help make farming feel more accessible, relevant and understandable to Gen Z.

More consistent, authentic content could also help address misconceptions earlier, before they become fixed views, and support stronger long-term engagement with younger audiences.

Short, authentic videos could show everyday farming practices, explain decisions on farm and make British farming feel more accessible to younger audiences.

Across the discussion, there is a strong sense that both audiences want more open and straightforward communication about farming.

Gen Z is looking for information that is easy to understand, relevant to their lives and honest about how food is produced, while farmers want better opportunities to explain what they do and why.

This shared desire for clearer communication points to a constructive starting place rather than a polarised debate.

By making information more accessible and being more transparent about farming practices, the industry has an opportunity to close knowledge gaps and strengthen trust with younger consumers.

The fact that this need is recognised by both sides makes it especially significant, as it suggests there is genuine appetite for better dialogue. If communicated in the right way, with clarity, openness and relevance, farming has a stronger chance of building lasting understanding and connection with Gen Z.

Opportunities could lie in agricultural stakeholders offering support to farmers who are unsure how to communicate with Gen Z consumers.

This could include tools such as messaging guidance, adaptable content, myth-busting resources and campaign assets that farmers can use with confidence. 

We continue to work with farmers and industry partners to explore how best to support authentic, farmer-led content and close this visibility gap, including consumer marketing to help farmers tell their story with confidence. 

Our Let’s Eat Balanced campaign helps to strengthen positive perceptions with core group agricultural advocates.

Perhaps the most encouraging finding from the research is that Gen Z are not starting from a position of opposition to British farming.

While understanding of modern agriculture may be limited, trust remains relatively high and there is genuine interest in learning more.

For farmers, the challenge is not necessarily changing minds but increasing visibility. By meeting younger audiences where they are, communicating openly and sharing authentic stories from farm businesses, there is an opportunity to build stronger relationships with the next generation of consumers.

The research captured views around focus groups, online communities and video messaging.

Hear directly from our Gen Z consumers and farmers discussing some of the topical things raised in this article.  

The research was conducted by an independent research company, DJS, with Gen Z consumers and young farmers. All fieldwork was carried out between 26 January and 5 March 2026.

• Gen Z consumers – Typically defined as being born between 1997 and 2012; for the purpose of this research, the age range used was 18–28, with a mix of gender, region and ethnicity. Featuring consumers with a range of red meat and dairy consumption habits. While varying engagement with sustainability, health and food ethics
• Young farmers aged 18–35 – Across dairy, pork, beef and lamb, those who have either overall responsibility for the farm or an active role on the farm day-to-day, with responsibilities for livestock

Views on farming and the opportunities for farmers to connect with Gen Z consumers were captured and discussed via focus groups, online communities and video messaging.

Sources:

¹ AHDB Consumer Trust study 2025

² AHDB/DJS Gen Z Farming Connect March 26