New Aimpoint Research Reports Active Farmers Are Changing Rapidly


By Margy Eckelkamp, The Scoop magazine

A new report from Aimpoint, Farmer of the Future 2.0, builds on the firm’s first psychographic report released in 2018. Aimpoint says this research provides a window into U.S. farmers’ current mindsets and attitudes.

“Since the original study was released, the world has experienced major disruption that has impacted all sectors of human activity,” Brett Sciotto, Aimpoint Research CEO, says. “The ripple effects are still being felt. Interest rates and inflation continue to fuel economic concerns.

“Geopolitical uncertainty is creating new trade flows and technology is rapidly evolving. These and other forces have accelerated the transformation of U.S. agriculture.”

To view more information about the report click here.

One such example is how quickly the landscape of people who are actively farming has changed.

As detailed in the new report, Enterprising Business Builders and Independent Elites now represent 62% of U.S. farmers. Only five years ago, in 2018, it was projected those two segments would represent 71% of farmers by 2040.

“The entrepreneurial and innovative farmers are prevailing as projected, but at a much faster rate,” Sciotto says. “As an industry, we need to understand how this has changed the landscape so we can continue to meet farmers and ranchers where they are and serve their needs.”

Another result from the survey highlights the innovative spirit being embodied in farmers – 31% of farmers and ranchers believe automation will replace the need for human manual labor.

To read the entire article click here.