Gen Z think (32%) farmers are the ‘best champion’ of the Great British countryside, according to a new poll. Farmers scored overwhelmingly higher than activists and environmental campaigners (12%), as well as politicians (4%), in new research revealed today.
Additionally, over half of Gen Z (54%) say that social media has influenced their decision to visit the countryside, after seeing content on apps like Instagram, TikTok and Facebook.
New research, carried out by ORB on behalf of the Future Countryside conference, found this number was higher among women (58%) than men (50%). Over two fifths (42%) say the frequency at which they visit the countryside has increased with age.
The findings will be presented to a gathering of farming and environmental organisations, including the National Farmers Union (NFU) and Natural England, at the major conference at Chatsworth House today (20 May). Speakers this year include Tristram Hunt, Michael Gove, Professor Kathy Willis and NFU President Tom Bradshaw.
This first major poll assessing Gen Z’s attitudes toward the countryside contains fascinating insights on a range of issues including the influence of social media, and barriers to visiting.
Posted On: 27/05/2025
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