37pgs, With agriculture considered key to generating jobs for Africa's growing population, several studies have explored youth aspirations toward farming. While many factors explaining aspirations have been well studied, little is known about the actors' shaping aspirations. We developed a novel framework that focuses on the factors and actors shaping the formation and actual aspirations of rural youth and applied a unique “whole-family” approach based on mixed-methods data collection from adolescents (boys and girls) and corresponding adults. We applied this approach in rural Zambia, collecting data from 348 adolescents and adults in 87 households. The study finds that parents strongly shape youth aspirations—they are much more influential than siblings, peers, church, and media. Male youth are more likely to envision farming (full or part-time) than female youth. The male preference for farming reflects their parent's aspirations and is reinforced by the patriarchal system of land inheritance. Parents' farm characteristics, such as degree of mechanization, are also associated with aspirations. We recommend a “whole- family” approach, which acknowledges the influential role of parents, for policies and programs for rural youth and a stronger focus on gender aspects.
12 pages., via online journal, Local food systems are an emerging way for communities to build vibrant economies, improve health outcomes, and limit their environmental impact. Studies have shown local food engagement differs significantly between generations; however, what remains unclear is how generations’ perceptions and engagement compare to each other so the agricultural community can most effectively communicate about local food systems. Leveraging audience segmentation theory from social marketing, this study sought to address how the five living generations in the United States – Generation Z, Millennials, Generation X, Baby Boomers, and The Silent Generation – perceived and engaged with local food systems. To address this question, a non-probability opt-in sampling of 863 adults in the state of Georgia was used. Each participant was asked four questions pertaining to different aspects of local food systems – the purchase of local foods from grocery stores, use of local food markets, participation in local food events, and level of engagement with local food related media. Millennials and Generation X’ers expressed significantly higher levels of engagement with local food systems when compared to Baby Boomers and The Silent Generation, this was not observed between Generation Z and any other group. While Millennials and X’ers engaged at higher levels, significant opportunities remain for engagement through generation-specific media to turn the universal tepid interest in local food systems into action. Future research should seek to identify the relationship between generational media preferences and how effective they are at transforming interest in local food systems into action.
15 pages., via online journal, Genetic modification (GM) science has received considerable pushback from consumers despite the research finding GM products are safe for consumption. This may be partly due to the disconnect between consumers and farms since most consumers are disconnected from the farm by at least three generations. The largest consumer population is composed of millennials, which is the generation furthest removed from the farm which may mean they need to be educated differently about GM science than other generations. The purpose of this research was to determine if there were generational differences regarding the perceived attributes of GM science to inform the development of extension programs designed to educate consumers about GM science. A survey was used to collect consumers’ perceptions of GM science. The respondents were grouped into generational classifications and perceptions between groups were compared. The findings revealed generations do perceived GM science differently and extension programs should be designed for specific generational audiences.
