‘Message received’not

‘Message sent’

To cover

Farmer perception & behaviour

Communications context

Decision making - the drivers- the process

What will cut through?

What climate change?

Only 28% of primary producers believe human

activity is the cause of climate change.

Australia’s Farming Future market research – Final Report 2009

“I have rainfall records on my property from 1838 when the farm was first declared. There have been plenty of droughts and there will be again.”

Primary producer

On the other hand …

Nearly three quarters of primary producers (74%) felt

primary industry had already adapted significantly to

climate change challenges.

Australia’s Farming Future market research – Final Report 2009

“Old practices are just not viable in the emerging situation. Change is necessary to maintain and develop profitability. Agriculture is a business and change is driven by the bottom line.”

Primary producer

Change agents

EARLY ADOPTERS 5%

Cautious followers 30%

Not proactive 40%

Recalcitrant 25%

Australia’s Farming Future market research – Final Report 2009

‘Message sent’Media

Dairy Australia

DPI

Corangamite CMA

Milk processor

Shire

Landcare group

Farmers’ Federation

Gardiner Foundation

Knowledge +

Understanding +

Desire =

ACTION

Drivers?

PrideProduction

PROFIT

What 7%HOW 53%Who 40% Wharton Business School, USA

What cuts through?

Making a decision

Thinking

Testing

Checking

TALKING

TALKING

What works?

Information that is:

Integrated

Practical

Outcome focused

Packaged

What will bring success?

ACKNOWLEDGEMENT

Understanding

Consideration

Recognition

Support