The Next Generation Isn’t Leaving Agriculture, They’re Just Rewriting the Rules
If you’re an equipment dealer, ag input supplier, or manufacturer worried about the future of your customer base, here’s some good news: Gen Z isn’t abandoning agriculture. But here’s the plot twist that should change how you market to them: they’re staying in ag without necessarily taking over the family farm.
According to the comprehensive “Farmers of Tomorrow: Generation Z’s Future in Agriculture” study, 89% of Gen Z respondents who are currently active on their family farms plan to continue working in agriculture in the future. Sounds promising, right? But here’s where it gets interesting, only 54% actually intend to take over farm operations.
What does this mean for your business? Everything.
Snap Shot
- 89% of Gen Z respondents active on family farms plan to stay in agriculture, but only 54% want to take over farm operations – creating a new class of ag-career professionals who influence purchases without owning land
- 87% of Gen Z in agriculture attended college (18% have bachelor’s/master’s degrees) – making them the most educated generation of agricultural professionals who expect data-driven marketing and ROI proof
- Gen Z views farming as a business first, tradition second – they surround themselves with consultants, demand performance metrics, and make purchasing decisions based on spreadsheets, not brand loyalty alone
- They’re digital natives who research online before buying – with 67% of small farms depending on social media and video content generating 12X more engagement than static posts, your online presence determines whether you exist to Gen Z
- The 35% gap between staying in ag and taking over farms represents thousands of consultants, technicians, and advisors, future decision-makers who will influence millions in equipment and input purchases across multiple operations
The Education Gap That Changes Everything
Gen Z farmers aren’t just more educated than previous generations, they’re significantly more educated. The research reveals that 87% of Gen Z respondents in agriculture attended some college, with 18% earning bachelor’s or master’s degrees. Compare that to their parents and grandparents, and you’re looking at a completely different customer profile.
One Gen Z respondent in the study summed it up perfectly: “The reason I do not choose farming as a career is because I need a more steady option and also want a career that does not have such big risk and startup costs.”
They’re not rejecting agriculture, they’re choosing ag-related careers with lower financial barriers to entry. They’re becoming:
- Precision agriculture specialists
- Agricultural technology consultants
- Agronomy advisors
- Equipment service technicians
- Digital marketing professionals for ag companies
- Supply chain managers
For your business, this means: Your future customers might not own 5,000 acres, but they’ll influence purchasing decisions across multiple farms as consultants, advisors, and service providers.
They See Farming as a Business (Finally)
Chad Enderle, who along with his brothers bought their family’s fourth-generation farm in Quebec while in their early-to-mid-20s, explains the Gen Z approach: “Our approach to minimizing our risks has been to try and run the farm like any other business, and less like the typical farm, even though that’s not the easiest thing to do in ag.”
This generation surrounds themselves with consultants, accountants, and data analysts. They make decisions based on spreadsheets, not just gut feeling and tradition. Derek Brewin, head of the University of Manitoba’s agribusiness and agricultural economics department, notes: “I think we see some creative changes when prices fall and margins get tight. Those that make it through those tough times can reap major windfalls.”
For your business, this means: Stop selling based on brand loyalty alone. Gen Z wants ROI calculators, performance data, and subscription models. They expect transparency in pricing and measurable results.
The Tech Adoption Accelerator
This shouldn’t surprise anyone, but Gen Z’s relationship with technology fundamentally changes the agriculture landscape. They don’t see precision agriculture as “new technology”—to them, it’s just farming.
Research from the “Farmers of Tomorrow” study confirms that rapid adoption and creation of agricultural technology will be Gen Z’s defining characteristic. They’re not waiting for updates, they’re demanding them and, increasingly, building them themselves.
In China, this trend is already visible. Young farmers like 22-year-old Ding Zehui returned to farming with university degrees and convinced their families to purchase unmanned seeders equipped with BeiDou navigation systems. “Agricultural machinery has become more and more advanced, with air-conditioned cabins and more user-friendly controls,” Ding explains.
For your business, this means: If your equipment doesn’t have a tech component, you’re already behind. But more importantly, if you can’t market your technology in ways that resonate with digital natives, you’re invisible to this generation.
Social Media Isn’t Optional. It’s How They Learn
While their parents might check commodity prices once a day, Gen Z farmers are on TikTok learning new techniques, Instagram comparing equipment, and LinkedIn networking with industry professionals. The agricultural hashtag on TikTok alone has attracted over 23 billion views.
According to research on agricultural marketing trends, 67% of small farms now depend on social media platforms to promote their brand. Video content generates 12 times more engagement than static content in farm marketing campaigns.
Gen Z farmer Zoe Kent (@farmwithzoe) has masterfully used Instagram and TikTok to build a following by making complex farming concepts accessible. She’s not alone, farming influencers with millions of followers are shaping purchasing decisions in ways traditional marketing never could.
For your business, this means: If you’re not showing up in their feeds with authentic, educational content, you don’t exist to Gen Z. They research purchases online first, and your competitor’s TikTok video might close the sale before your salesperson ever gets a phone call.
The Surprising Political Shift
Here’s something that might surprise you: Gen Z has a more positive outlook on government entities than previous generations. The research shows they view the USDA, FDA, and EPA more favorably than BoomXY generations (Baby Boomers, Gen X, and Millennials).
More than half of Gen Z respondents are active in industry organizations, and 81% see large company support of farming as very important. They’re joiners, collaborators, and they believe in the power of organized agriculture.
For your business, this means: Partnerships with industry organizations, sustainability initiatives, and transparent compliance with regulations aren’t just nice-to-haves—they’re purchasing factors for Gen Z.
The Numbers That Should Keep You Up at Night (Or Excited)
Let’s talk about what this generational shift means in practical terms:
The Land Access Challenge: With only 54% planning to take over farm operations, we’re looking at a future where:
- More farmland will be leased or managed by non-owner operators
- Equipment purchases may shift from ownership to service contracts
- Decision-makers will be younger advisors, not just the landowners
The Career Path Reality: The 35% gap between those staying in ag (89%) and those taking over farms (54%) represents thousands of potential customers in ag-adjacent roles who will influence millions in purchasing decisions.
The Education Advantage: With 87% of Gen Z in ag attending college and 18% holding advanced degrees, you’re dealing with more analytically sophisticated customers who expect data-driven demonstrations and detailed ROI projections.
What This Means for Your Marketing Strategy Right Now
If Gen Z farmers aren’t necessarily becoming farm owners but are staying in agriculture as consultants, technicians, and advisors, your marketing needs to evolve immediately:
1. Stop Marketing Only to Landowners
Your future customer might be a 28-year-old precision ag consultant who influences equipment purchases across 15 different farms. Find them online, not just at farm shows.
2. Create Educational Content, Not Just Product Specs
Gen Z learns through YouTube tutorials and TikTok demonstrations. If you’re not teaching, you’re not selling.
3. Embrace Alternative Business Models
Subscription services, equipment-as-a-service, and shared ownership models align with Gen Z’s preference for lower capital risk.
4. Show Your Data
This generation expects performance metrics, comparison data, and third-party verification. Vague marketing claims won’t cut it.
5. Get Comfortable on Camera
Video isn’t coming, it’s already here. Gen Z expects to see your equipment in action, hear from real users, and watch demonstrations before they ever contact sales.
The Bottom Line
The research is clear: Gen Z isn’t leaving agriculture, they’re transforming it. They’re bringing college degrees, business acumen, technological fluency, and a completely different approach to decision-making.
The question isn’t whether they’ll be customers. They will be. The question is whether your marketing strategy recognizes that these customers look nothing like their grandparents.
89% are staying in agriculture. 54% will take over farms. The other 35%? They’re becoming the most influential non-owner decision-makers in agriculture’s history. Are you ready to reach them?
Ready to update your marketing strategy for Gen Z farmers? Contact Fastline Marketing Group
Sources and Further Reading
- “Farmers of Tomorrow: Generation Z’s Future in Agriculture” study – Osborn Barr Communications (Published in AgDaily, May 2021)
- Study included nearly 300 farm families across the United States
- Available at: https://ussoy.org/generation-z-a-new-era-of-farming-in-the-u-s/
- “Gen Z Farmers Are Leading the Way” – Country Guide, March 31, 2025
- “The Next Generation: Gen Z Farmers” – Illinois Farm Families, April 11, 2025
- “Next up: Generation Z” – Farm Progress, January 12, 2023
- “China’s Gen Z farmers embrace smart agriculture” – Global Times, July 2025
- Available at: https://www.globaltimes.cn/page/202507/1337438.shtml
- Agricultural Marketing Statistics 2025 – Multiple industry research sources including marketing trend analysis and social media engagement studies
- “FarmTok & Social Media Impact On Modern Farmers” – Farmonaut Research, June 18, 2025
About Fastline Marketing Group: For nearly 50 years, Fastline Marketing Group has been the trusted partner for agricultural businesses looking to connect with farmers and ranchers. From traditional print to cutting-edge digital strategies, we help you reach the next generation of agriculture professionals wherever they are, in the field or online.
