The U.S. Farmers and Rancher's Alliance recently unveiled the results of research into the topic of agriculture and sustainability. The study was conducted by The Tarrance Group, which surveyed 1,000 people in late June on their attitudes regarding sustainability. Of those, 500 were millennials (ages 18-34).
In reacting to the series of statements regarding production sustainability, the results show broad acceptance of the contention that "farmers and ranchers are committed to improving how food is grown and raised" (59 percent agreed), and the assertion that "farmers and ranchers use new technologies and innovations to protect the environment" (56 percent agreed).
Of the 8 messages tested, the two that were most effective were messages regarding farmers and ranchers wanting to improve soil conditions and water quality (59 percent more likely), and wanting to be sustainable today so that they can continue to operate tomorrow (58 percent more likely).
The post message ballot shows positive movement. The percentage of respondents who agree that the way most of today's farming and ranching operations in the U.S. grow and raise food meets the definition of sustainability rose by seven points to 54 percent overall and increased by at least five points among respondents in each of the four segments.
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