More than a third of British teenagers would consider a career in the food and farming industry, a vast research programme has highlighted.
The twelve-month programme to encourage teenager engagement is helping the farming industry define how it becomes more relevant to the next generation.
It sought to address the issues teenagers care about and igniting their interest in the sector’s career opportunities.
Commissioned by LEAF Education and supported by Rothamsted Research, it comprised a survey of over 1,000 12 to 18-year olds across the UK and interviews with 60 teenagers at a Teenager Empowerment event.
The outcomes of the research hopes to new strategies and priorities for the farming industry to more effectively connect with young people.
The research revealed that 35% of young people would consider a career in food and farming, but only 22% have received relevant careers information.
65% of respondents would look online and 20% on social media to find out more about farming.
35% believe strongly that science and innovation will underpin a sustainable future for farming.
41% strongly agreed that young people should be more interested in how food is produced and where food comes from, and 42% said that short (30 second) videos were the preferred choice for content.
Strong views on environment
The research revealed that despite teenagers feeling disconnected to farming and having limited understanding of what it delivers, many young people are interested in how their food is produced and the work farmers do.
In particular, they hold strong views around the environmental impact of farming and, furthermore, they would like to know more about career opportunities available in the sector.
Not surprisingly, when it comes to finding out more, teenagers are turning to social media, specifically, Instagram, Snapchat and YouTube as their preferred channel and still identify with ‘older’ food celebrities, such as Jamie Oliver, but there is also an increase in young bloggers, vloggers and chefs.
Following the outcomes of the research programme, a new road-map for teenager outreach is being drawn up by LEAF Education in consultation with the agri-food industry, based on five key priority themes: Outdoor Inspiration; Community Hub; Fit for Life; Farming Futures and Careers and Let’s Connect.
'Lifelong interest'
Carl Edwards, Director of LEAF Education, said that engaging young people in farming and food production is "vital" to the future of the agricultural industry.
“We know that strengthening that connection can help promote healthier lifestyles and nurture a lifelong interest in the natural world, helping to build a sense of their own personal responsibility in protecting it," Mr Edwards said.
“Over the past year, we have led a pioneering research programme, which has put teenagers at its very heart. We have listened to their views and concerns, learnt about the issues that matter most to them, gained fresh perspectives and involved them directly in developing strategies to help transform the way the agricultural sector communicates with them and, crucially, addresses their needs and concerns.”
Professor Angela Karp, Director for Science Innovation, Engagement and Partnerships at Rothamsted Research, who helped shape the teenager research study added: “Today’s teenagers are the farmers, consumers and scientists of tomorrow, and what they think about farming will have a huge impact on the wider industry over the coming years, including implications for the future of research institutions such as Rothamsted.
“This research will allow Rothamsted and other organisations in the agricultural sector to improve the ways they engage with young people about where food comes from and how it is produced.”
