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Emphasize sustainability in your marketing

Sustainability is becoming increasingly important to the purchasing decisions of U.S. consumers, especially college-degreed, higher-socioeconomic households, which comprise the vast majority of consumers who visit agritourism farms and ranches.

Nearly three-quarters of U.S. consumers say sustainability considerations are somewhat or very important when making a purchase decision or where to shop.

YouGov's 2024 segmentation analysis identified five distinct groups-58% are interested in purchasing sustainably.

• Planet Protectors (27%): Highly committed to sustainability, willing to pay premiums.
• Price Point Green (19%): Value sustainability but prioritize affordability.
• Green When Keen (12%): Adopt eco-friendly practices selectively.
• On the Green Fence (19%): Indifferent to sustainability.
• Green Rejectors (24%) Actively oppose sustainable initiatives.

The youngest generations prioritize/value sustainability more than older generations.

These are the sustainability practices that a recent DoorDash survey found consumers value the most.

The consumer surveys collectively demonstrate that sustainability has become a mainstream consideration in purchasing decisions rather than a niche concern. The data suggests we're approaching a tipping point where sustainability will become one of the most critical factors driving consumer purchasing decisions for most Americans.

Agritourism venues have a definite advantage when it comes to sustainability, especially with their food and beverage offerings, whether at a farm market, different festivals, or culinary events such as long-table dinners or pizza nights. To increase the appeal of agritourism venues, the marketing should include whenever foods are local, including hyper-local raised on the farm, and when they are organic. Farming practices such as regenerative farming and sustainable practices such as solar electricity should be included. Any farm certifications should be included in marketing, including certified organic, regenerative organic certified, or local certifications such as a River Friendly Farm by the Cumberland River Compact.

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