Jeremy Clarkson has been named by Gen Z as a countryside champion. Credit: Prime Video
Farmers have been rated the ‘best champions' of the Great British countryside according to new poll of Gen Z, which also saw broadcaster-turned-farmer Jeremy Clarkson see off competition from environmentalist Chris Packham in the individual stakes.
More than a third (32%) of young people aged 18-27 rated farmers higher than activists (12%) in the poll which was carried out for the Future Countryside policy group. Politicians were left trailing with just 4% of the vote.
Clarkson's Farm
National treasure and naturalist Sir David Attenborough took top honours as the celebrity ‘best placed' to represent the Great British Countryside with the Clarkson's Farm star Jeremy Clarkson taking second place. Other notable figures to get a nod included shepherdess and farmer Amanda Owen (5%) and Clare Balding (4%).
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Asked which TV shows best represent life in the countryside, Sir David's documentary Wild Isles came out top (20%), followed by Amazon Prime's hit series Clarkson's Farm (12%). The BBC's flagship rural affairs show, Countryfile, came a close third (10%) ahead of Escape to the Country (7%), Emmerdale (5%) and Springwatch (5%).
The survey was presented to attendees at last week's Future Countryside Conference which saw representatives from the food and farming industries come together at Chatsworth House in Derbyshire.
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Lord Herbert of South Downs, co-chair of Future Countryside, said the results ‘skewered' the assumptions some people in the countryside have about Gen Z.
"Young adults like nature and farming, but they are less keen on extremes," Lord Herbert said. "Crucially, they overwhelmingly view the countryside positively and as part of their heritage. They believe farmers are the countryside's natural champions and best placed to deal with the complexities it faces, from food security to nature restoration."
Animal welfare
In what is believed to be the first survey of its kind, additional findings showed the top three practices young people think farmers should be doing more of include ensuring animal welfare and ethical treatment (42%); looking after the land and natural environment (40%) and growing food to feed the population (37%). Rewilding (14%), using chemical fertilisers and pesticides to fight pests' (13%) and meeting consumer demand, even if it is not sustainable were ranked as the lowest priorities.
