Shropshire Farmers are on a mission to educate the next generation
Young Brits in the dark about farming’s role in the Climate Fight, new research reveals
Ahead of Open Farm Sunday 2025, fresh findings reveal a surprising disconnect between Gen Z and modern agriculture.*
Despite their strong environmental values, many young Brits remain surprisingly uninformed about the role of farming in tackling climate change, according to new research released.
Open Farm Sunday aims to change that. The nationwide initiative will throw open the gates to farms across the UK, offering the public — especially young people — a behind-the-scenes look at how their food is produced and how farms are using technology to go green.
Robert Kynaston owns and runs Great Wollaston Farm in Shrewsbury along with his son, and wants Black Country residents to come and learn more about their world.
The national survey highlights a generational knowledge gap, with just one in five (19%) 18-24-year-olds recognising farming as essential to addressing climate change — a stark contrast to agriculture’s increasingly vital role in sustainable practices and carbon reduction.
Even more striking, nearly a third (31%) of Gen Z respondents believe that becoming a farmer requires being born into a farming family, underscoring persistent stereotypes about the industry being closed-off or inaccessible. This perception is shared by a quarter of all Britons surveyed.
While awareness may be low, interest remains high. Nearly half (46%) of Gen Z adults say they would consider a career in farming or the agri-tech sector, and more than a third (34%) have thought about such a path at some point in their lives. This suggests an untapped potential for attracting young talent to a field undergoing rapid innovation.
Ironically, the generation most familiar with cutting-edge technology appears unaware of its application in farming. Fewer than a quarter of respondents knew that tools like AI, GPS, drones, and robotics are being used to enhance efficiency and sustainability on British farms. Only 15% were aware of AI being employed in crop management, and just 22% knew robotic systems were being used in dairy farming.
Annabel Shackleton, LEAF's Open Farm Sunday Manager adds: “Gen Z’s credentials when it comes to caring about the environment are second to none.
“But one area where it seems they are yet to make the link is farming.
“Agriculture plays a vital role in tackling climate change, protecting and farming with nature, and feeding the nation sustainably.
“Open Farm Sunday is all about breaking down barriers and creating connections, challenging outdated perceptions, and showing everyone, just how innovative, diverse and forward-looking farming really is.”
With 90% of Gen Z adults agreeing that farming is relevant to their lives, the challenge now lies in helping them see how. Open Farm Sunday could be just the opportunity to sow the seeds of understanding and inspire the farmers — and agri-innovators — of tomorrow.