A new qualitative study from the EIT Food Consumer Observatory identifies themes affecting young people's motivation and ability to pursue agricultural careers. 

• Factors motivating young people to consider a career in agriculture include a desire to do good, the chance to forge a scientific career, the opportunity to be entrepreneurial, and an idealistic perception of working outdoors and being close to nature.
• Demotivating factors include a perception that careers in agriculture are physically demanding, isolating and financially risky.
• Securing the Future of Farming: The image of agricultural careers among young people in Europe, has been developed by the EIT Food Consumer Observatory. EIT Food is supported by the European Institute of Innovation and Technology (EIT), a body of the European Union. 
• The EIT Food Consumer Observatory is recommending further research into this topic in order to enable more targeted, effective communication and engagement strategies for the sector.

A new study released today explores how technological, sustainability and political developments affect young people's perception of agricultural careers. It identifies themes that either motivate or demotivate individuals to enter the agricultural sector, as well as factors affecting young people's ability to enter into a farming career. With 35% of European farmers aged 65 or older, and only 11% under the age of 40,* Europe is dealing with a 'young farmer problem' that could have serious implications for future food security, as well as climate resilience. 

 The study reveals that young people who are making career choices see a farming career as an opportunity to contribute to the community, fulfill a critical public service, and contribute to sustainability. Young Europeans are also excited by technological developments in the farming sector, and the possibility for farming to offer a highly skilled and scientific career path.

 Despite this, young people perceive the farming profession as potentially lacking job security and adequate remuneration for the hard physical labour involved, with many expressing the perception that farmers are not respected or valued in society. 

 The Consumer Observatory study aims to start a conversation about the factors that cause young people to decide against a career in agriculture, and how these barriers might be addressed. It comes at a critical time for the farming sector, following the release of the European Commission's Vision for Agriculture and Food earlier this year, which acknowledges the necessity of encouraging future generations to choose agricultural careers. The findings of the study give rise to initial recommendations around how policymakers, educators and industry can communicate around agriculture careers and improve engagement with young people - particularly with those who lack first-hand experience of the sector. 

 These recommendations include reducing risk in farming careers through reliable policies that provide support and stability, as well as helping young people understand that agricultural careers can make for exciting technological careers by clarifying the status of innovation in the sector.

 Klaus G. Grunert, Professor of Marketing at Aarhus University and Lead of the Consumer Observatory, said: "With just 11% of farmers in Europe under the age of 40, attracting young people into the farming profession has never been more of a priority. Recruiting the farmers of tomorrow, who will be trailblazers in adopting sustainable practices, is essential if we want to feed our growing population. Our study indicates several areas where communications with and engagement of young people by the farming sector and wider industry can be enhanced. One of these is communicating more effectively about the role of technology in agricultural careers, appealing to young people's interest in scientific career pathways. We need to make it clear that agriculture is more than just manual labour - it offers the chance to forge a highly specialised and technical career."

 The study also highlights the importance of clarity around the types of roles available in the agriculture sector, as well as the level of remuneration that can be expected for each, to eliminate uncertainty around job security and financial risk. Also emphasised is the need for accessible role models for young people who don't have first hand experience of the farming profession.  

Carl Edwards, Director of Education and Public Engagement at LEAF (Linking Environment And Farming), who was interviewed as part of the study, said: "Young people want stronger connections with the agri-food industry, and hands-on learning is key to this. If they can't see or experience farming, they won't value or consider it as a career. Representation and exposure are key to making the sector feel accessible." LEAF's education and public engagement team works with schools and farmers across the UK to bring sustainable farming to life on-farm and in the classroom. 

 The EIT Food Consumer Observatory is emphasising the need for further research into this critical area, and is seeking collaborators on a follow-up quantitative study to determine which factors matter most to which groups of prospective farmers. This will enable more targeted and effective communication and engagement with young people, as well as a benchmark to assess impact over time. 

 Sofia Kuhn, Director of Public Insights and Engagement at EIT Food, said: "Given agriculture's long-term importance, accurate and extensive data is essential for shaping policy, investment, education, and outreach to young people considering a farming career. Tracking perceptions, aspirations, and barriers year-on-year will allow stakeholders to monitor progress and adjust strategies based on real-world outcomes. We encourage any individuals or organisations interested in partnering with the Consumer Observatory on this urgent priority to get in touch. Only with accurate insights can we remove the barriers preventing young people from entering agricultural careers, and ensure the resilience of the sector into the future."

 The study involved 30 young people across 12 European countries. Researchers also conducted interviews with five European experts on agricultural development, education and career choices.