Dubbed ‘the sustainability generation’, Generation Z – those born in the late 1990s and early 2000s – are one of the most climate-conscious consumer cohorts today.
One of the headline findings from a global survey into young people’s climate anxiety was that 75% of those surveyed thought the future was ‘frightening’. For almost half (45%), climate anxiety negatively affected their daily life and functioning, while politicians’ inadequate response to climate change was also identified as a chronic stressor (see ‘sources’ below to access the entire study).
But how does Gen Z view farmers and their role as countryside stewards – and do environmental activists manage to project a favorable image when it comes to protecting the environment?
These are some of the questions addressed in a first-of-its-kind poll into the attitudes of Britain’s Gen Z, published this month. The research was carried out by OBS among 1,000 respondents on behalf of Future Countryside, an annual event that unites policy, farming and conservation experts with politicians to develop a shared vision for the British countryside.
Farmers: the champions of the countryside
According to the results, about a third (32%) of those surveyed thought farmers were ‘the best champions’ of the countryside – ranking higher than rural residents (15%), environmental campaigners (12%), TV presenters (10%) and politicians (4%).
The findings support existing research into the British public’s view of farmers and growers – in May 2024, a National Farmers’ Union survey carried out among 2,000 adults in England and Wales found that 74% had a favorable view of farmers. Still, OBS’ poll offers rare insight into the perceptions of a cohort with greater climate consciousness.
From ethics to tasty food: What Gen Z want from farmers?
The ‘best champions’ moniker comes with a heavy burden of responsibility, according to those surveyed.
Asked what are the three most important roles that farmers should be doing more of, Gen Z respondents ranked these as follows:
- 42%: ensuring animal welfare and ethical treatment,
- 40%: looking after the land and natural environment, and
- 37%, growing food to feed the population.
Meanwhile, these three were considered the least important – suggesting gaps in Gen Z’s understanding of sustainability practices, such as rewilding and pesticide use:
- 13%: using chemical fertilisers and pesticides to fight pests;
- 14%: rewilding, and
- 15%: meeting consumer demand, even if it’s not sustainable.
Nature is ‘calming’ but I won’t live in a village
As for Gen Z’s attitude to the British countryside, these are largely positive. Across several survey questions, most respondents (90%) think that spending time in nature is ‘important for health and well-being’; 77% feel ‘significantly more relaxed, or calm (59%), and the vast majority (83%) also view the countryside as an important part of their heritage.
At the same time, there are still perception barriers to be tackled – a quarter describes the countryside as ‘boring’ and 4 in 10 feel it’s ‘smelly’; with jobs for young people, improved public transport and affordable housing viewed as the three top ways to boost rural areas and ensure the countryside remains relevant. Lack of mobile signal is also a barrier for nearly 4 in 10 (42%).
Most of those surveyed would also prefer to live in a city (53%) than a village (24%).
Nick Herbert, co-Chair of Future Countryside, said:
“This polling skewers assumptions about Gen Z’s attitudes to the countryside. Young adults like nature and farming, but they’re less keen on the extremes.
“Crucially, they overwhelmingly view the countryside positively and as part of their heritage. They believe that farmers are the countryside’s natural champions and best placed to deal with the complexities it faces, from food security to nature restoration.”
Source:
Climate anxiety in children and young people and their beliefs about government responses to climate change: a global survey
Hickman, C., et al
The Lancet Planetary Health, Volume 5, Issue 12, December 2021, Pages e863-e873
DOI: 10.1016/S2542-5196(21)00278-3