Gen Z support British farmers but they want more connection

Our new research shows that Gen Z consumers are not turning their backs on British farming – they simply do not have enough exposure to it.

While younger consumers remain less likely than older generations to describe farmers as trustworthy, the research suggests this reflects distance rather than criticism and points to a clear opportunity for farmers and the wider industry to build stronger connections with this influential group. 

Our 2025 Consumer Trust study found that 77% of UK consumers agreed farmers are trustworthy, rising to 82% among those aged over 65.

However, the figure fell below average to 69% among 18–24-year-olds, prompting us to commission further research to understand this generation’s relationship with food and farming in more depth. 

Working with independent research agency DJS Research, we carried out in-depth interviews with Gen Z consumers aged 18–28, followed by two focus groups with young farmers aged 18–35 across the dairy, beef, lamb and pork sectors.

Farmers were shown video soundbites from the Gen Z interviews and asked to react, creating a direct dialogue between the two groups.

Steven Evans, Lead Consumer Insight Manager at AHDB, said:

"This research confirms what we’d long suspected: Gen Z aren’t rejecting British farming – they just don’t have enough visibility of it. Both the Gen Z consumers and the young farmers we spoke to told us the same thing: understanding grows when farming is seen, not just described."

The research found that Gen Z weigh up health, affordability and quality every time they shop, valuing red meat and dairy for their nutritional benefits, but consuming both in moderation.

Cost-of-living pressures were repeatedly identified as the biggest constraint on choice, with many young consumers switching to cheaper cuts, alternative proteins or imported products, not because they don’t value British provenance but because affordability has to come first. 

Perhaps the most striking finding was how consistently young farmers were taken aback by the level of support Gen Z expressed for British farming.

Many had expected criticism, particularly around animal welfare and the environment, but instead found neutral or positive attitudes and a genuine curiosity to learn more.

Gen Z’s understanding of modern farming practices was found to be limited and often shaped by outdated or romanticised imagery. 

Responding to the research videos, a 34-year-old pig farmer from the North West said:

"I’m totally taken aback by that response, in a positive way. [I am] quite humbled really that, although they don't truly understand, they are aware of how difficult it is in terms of the weather, you don't get a day off, it's not even a job, it's just a lifestyle – it's a way of life."

Both Gen Z consumers and young farmers independently identified the same root cause of the disconnect: farming’s lack of presence on social media.

Gen Z said farming rarely appears in their everyday feeds, and when it does, it is often through negative or sensationalised content.

Farmers agreed that greater, more authentic visibility on the platforms Gen Z already use would be the most effective way to build understanding and trust. 

A 27-year-old non-farmer from London who took part in the study said:

"A lot of them are invisible. They need to become more visible... I love Clarkson's Farm. I've watched all the seasons, I've listened to the stories, I've heard the complaints from other farmers.

"When you start to really dig and delve into British farming and what obstacles they have to go through, you take a deep appreciation for where your food comes from."

Mr Evans added:

"Gen Z are open, curious and ready to learn. The challenge for our industry isn’t changing minds – it’s making farming visible, human and relevant on the channels young people already use every day.

"That’s not a job for one or two farmers to do alone; it needs a coordinated, industry-wide effort."

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 guidance, training and consumer marketing to help farmers tell their story with confidence.

Our Let’s Eat Balanced campaign returns this month, helping to strengthen positive perceptions, reinforce confidence in British produce and continue growing a core group of agricultural advocates.