Kynetec uncovers progressive views of farmers for Bayer’s Farmer Voice campaign
Case Study
Situation
Bayer’s Farmer Voice survey captures the thoughts, feelings, and perspectives of over 2,000 crop farmers across the world. Now in its second year, Farmer Voice is an opportunity for farmers to provide a glimpse into the real-world challenges and opportunities they face in the field.
Overarching Challenge
Bayer partnered with Kynetec to capture farmer data, design questionnaires, and provide data analytics and insights. As an industry leader in agricultural research, Kynetec delivered valuable insights that empowered Bayer, alongside the global communications agency Kekst CNC, to develop their narrative and communication materials.
Cost of not finding a solution
By actively engaging with the farmer voice, the agriculture industry can enhance its support for their crucial role in feeding, fueling, and clothing the world.
This collaborative approach empowers Bayer and other industry leaders to embrace thought leadership while fostering meaningful dialogue between farmers and society. Ultimately, it underscores the industry's capacity to drive positive change and innovation in sustainable practices.
Solution
Bayer selected Kynetec and Kekst CNC to work in a three-dimensional partnership delivering an insightful presentation of the Farmer Voice data.
The Farmer Voice survey gathered insights from over 2,000 farmers across Australia, Brazil, China, Germany, India, Kenya, Ukraine, and the United States. Farmers were randomly selected from each market, with the objective to obtain a representative sample covering accurately the diversity of crop farmer profiles. The survey was independently conducted by Kynetec and respondents were unaware that the survey was being conducted on Bayer’s behalf, so as not to bias their answers. The interviews were conducted between June and July 2024.
Results
Farmer Voice highlights that the voice of the farmer is an important one. As the enablers of global food security, farmers consider themselves critical (95%) and deserving of more credit for their role in feeding the world.
That said, farmers are facing significant challenges in continuing to produce nutritious food in a sustainable manner.
Bayer’s analysis of the data revealed the impact of climate change, progressive views on regenerative agriculture and on digitalization.
Farmer Voice highlights three key areas of concern for farmers across the diverse spread of farmers and geographies in the survey:
1. Volatility in climate and income remains top of mind
- One third of farmers see weather volatility and price/income volatility as top challenge to their business
- 75% of farmers surveyed are experiencing or are worried about climate change impacts
- 61% have already experienced significant revenue loss due to weather events out of the norm
- 71% expect to see reduced yields as a negative impact of climate change
- Weather, price and income volatility remain leading near-term challenges, whilst fertilizer and crop protection costs have become less challenging and political and regulatory decisions have become more challenging
2. Farmers harness regenerative agriculture practices to improve soil health and yields
- 91% of farmers are using at least one regenerative practice on their farm
- Farmers surveyed use an average of nearly 7 out of 17 common regenerative practices (as defined by Kynetec)
- Farmers in Germany and Brazil are leading the way in regenerative practice adoption
3. Notable divide in digitalization on-farm, despite benefits
- 90% of farmers are either using or plan to use digital technologies (even in markets where uptake is low)
- Brazil and Australia lead the way with frequent use of digital technologies on more than 6 out of 10 farms
- Improved business bottom lines are driving this adoption – this includes improved yields, anticipating risks and optimising labour requirements
- There is a clear digital divide between large scale and smallholder-shaped economies
- Indian and Kenyan farmers are most interested to learn more about AI, as 85% and 42% respectively currently do not use digital technology, but plan to
Conclusion
Kynetec’s expertise not only covers data and analytics, but also working with client and agency teams to present project detail to wider stakeholders and the media.
Our teams were pleased to support and collaborate with Bayer in delivering the Farmer Voice project.
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