Gen Z support for British farmers stronger than expected

Gen Z consumers are more supportive of British farming than many farmers expect, but a lack of exposure to modern agriculture is holding back trust, new AHDB research suggests.

While 77% of UK consumers described farmers as trustworthy in AHDB’s 2025 Consumer Trust study, that fell to 69% among 18 to 24-year-olds, compared with 82% among over-65s.

The levy organisation said the gap prompted further research into how younger consumers view food and farming.

Working with DJS Research, it carried out in-depth interviews with Gen Z consumers aged 18 to 28, followed by focus groups with young farmers from the dairy, beef, lamb and pork sectors.

The findings suggest that younger consumers are not broadly rejecting British farming, but often have limited exposure to how modern farms operate.

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.”

He added: “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.”

Affordability also emerged as a major influence on shopping decisions.

AHDB found that Gen Z consumers weigh up health, price and quality, and generally view red meat and dairy positively for their nutritional value.

However, cost-of-living pressures mean some younger shoppers are turning to cheaper cuts, alternative proteins or imported products when budgets are tight.

The research suggests those choices are often driven by price rather than opposition to British provenance.

Young farmers involved in the study were also surprised by the level of support expressed by Gen Z participants.

Some had expected more criticism over issues such as animal welfare and the environment, but instead encountered largely neutral or positive views and a willingness to learn more.

A 34-year-old pig farmer from the north west said: “I’m totally taken aback by that response. In a positive way, quite humbled really.”

AHDB also found that understanding of modern farming practices was limited, with some perceptions shaped by outdated or romanticised images of agriculture.

Social media emerged as a major part of the disconnect.

Gen Z participants said farming rarely appeared in their everyday feeds and that agricultural content could often be negative or sensationalised when it did appear.

Farmers involved in the research agreed that greater visibility on the platforms younger consumers already use could help improve understanding.

A 27-year-old participant from London said: “A lot of them are invisible. They need to become more visible...”

The same participant pointed to Clarkson’s Farm as an example of content that had helped them better understand the pressures facing 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,” they said.

AHDB believes more authentic, farmer-led content could help narrow the knowledge gap.

Evans said: “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.”

He added that building that visibility would require a coordinated industry effort rather than relying on a small number of farmers.

AHDB said it would continue working with farmers and industry partners on guidance, training and consumer marketing to help producers communicate more effectively.

Its Let’s Eat Balanced campaign also returns in September as part of wider efforts to strengthen positive perceptions of British food and farming.

The research suggests the biggest challenge may be less about changing Gen Z attitudes and more about ensuring younger consumers see enough of modern British agriculture to understand it.