Farmers are already doing lots for sustainability, which is why communication, particularly how we communicate, is key to driving forward conversations around the topic.
This comes as Pinstone Pulse released its first report which examines why sustainability conversations often miss the mark.
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Out of the 344 farmers surveyed, 89% are actively improving soil health with 61% willing to make significant changes, however, 92% feel their efforts go unrecognised.
During a session launching the report, Rebecca Morgan, associate director at Pinstone said: "On average, farmers are doing eight sustainable farming practises, and from that, we mean things like nutrient management, water management, perhaps some regenerative farming.
"So, what is stopping farmers implementing more sustainable practises or going that step further? It will be no surprise that the biggest barriers that farmers face are finance, policy, instability, and risk."
The report also looked at who farmers trust to help them make decisions around sustainability and the type of language farmers respond better to.
65% agree that too much jargon is used around sustainability which puts them off engaging in the topic. Phrases like ‘farming with nature' are more likely to drive engagement than words like ‘regenerative farming' and ‘net zero'.
When it comes to where farmers turn to for advice, 54% turn to advisers, 51% turn to trade media and 50% turn to fellow farmers.
At the same time social media (78%) and online influencers (86%) are gaining ground, especially among younger generations.
The report highlights five shifts needed to mark the path from mistrust to collaboration and pressure to partnership:
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Plain language & detailed insight - communicate simply, but back it up with substance.
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Peer-powered proof - enable farmers to showcase success through real-world examples.
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Recognition before demand - celebrate what farmers are already doing to build trust.
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Profit-aligned purpose - link sustainability goals to commercial performance.
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Stability over speed - policy consistency matters more than new incentives.
READ MORE: How a mixed farm in the Shropshire Hills is embracing regenerative farming
