Is sustainability motivating to farmers?

Key motivating factors should lead messaging, but sustainability can have a supporting role

Sustainability. You can’t flip through a publication or visit a company’s website without seeing their vision and stated commitment to sustainability. The ag industry, in particular, is reeling from the onslaught of consumer and media-driven facts, mixed with opinion, on the need for everything to be sustainable.

The blurred lines between fact and opinion have left both the ag community and general consumers skeptical of companies claiming lofty goals of sustainability through their products, services and policies.  So what does sustainability mean in the farmer’s world? And do they care enough to make decisions based on it?  And how does this align with sustainability in the consumer’s world?

Sustainability as seen by farmers
A recent article from SARE (Sustainable Agriculture Research & Education) summarized sustainability through the lens of the farmer.

1. Profit over the long term
2. Stewardship of our land, water and air
3. Quality of life for farmers, ranchers and their communities

#2 is a given. Farmers have been stewards of our land, water and air since the beginning. It’s always been in their best interest. So, of course sustainability matters to them.

It’s also about sustaining their livelihood
Farming is their life and how they earn a living. Which makes profit over the long term and quality of life more motivating to farmers’ decision-making process when it comes to their operations. But farmers are feeling the pressure more and more. They now answer to the government and consumers, and they have to let these groups know that they are doing everything in their power to implement sustainable practices.

So why isn’t it a win-win for both consumers and farmers? Unfortunately, sustainable practices quite often require more time, more resources and more money. All of this impacts farmers’ bottom line and their quality of life.

What should a marketer do?
The fact is, if you are marketing goods to anyone in the agriculture industry, you’re feeling as much pressure as farmers to build credibility for the value and outcomes of your sustainability initiatives. So how do you, a marketer, walk the fine line between appealing to the farmer and proving that your sustainability initiatives are believable?

Speak to those key sustainability motivators for farmers. Farmers need to know their purchasing decisions will positively affect their bottom line and quality of life, and there will be a broader upside payout.

And go ahead and use the word sustainability as much as you want. However, give it a supporting role. Make it a descriptor of the outcome. Because farmers also need to believe that the outcome will result in improving sustainability. Then they can answer to government and consumer pressures. When all is said and done, implementing sustainable practices on today’s farm is a win-win for everyone.