How people think and feel
Farming matters to people and sparks positive associations
Farming is viewed positively and is valued highly as a crucial part of British life. It is associated with the food we eat, nature and animals, and is seen as an important way of life.
People see farming as an industry that makes a positive contribution to society
Almost three quarters (72%) believe farming’s purpose is to feed the nation. Around a third connect farming with improving animal welfare standards and ensuring a balance with nature.
People feel very warmly towards farmers
People feel very warmly towards farmers regardless of whether they live in rural or urban areas.
People tend to see the positive aspects of farming
When people think of farming, they are far more likely to think about “an important rural way of life and work” than battery hens, pesticides and commercial interests.
For some, farming is romanticised as an industry, and sparks a fear of loss: of a past way of life and a part of our national identity.
All groups say that farming is important for the rural way of life. This is highest among the Traditional Conservatives segment, 40% associate farming with “an important rural way of life and work.”
When asked what comes to mind when thinking of farming, Progressive Activists, Incrementalist Left and Established Liberals are the only segments where the response that farming is ‘an industry that has to adapt to stay viable’ is ranked in their top five.
In focus groups people frequently voiced concerns that farmers were undervalued and unsupported in today’s world. Many brought up the TV show Clarkson’s Farm as an example of where they had seen the issues of farming and climate explained in an engaging way.
"Whatever you think of Clarkson as an individual, he's got the right sort of profile in his marmite character to really do something quite positive for the farming situation."
Rooted Patriot
Both climate change and climate policy are felt to be threats to farming
People see protecting farming as a top priority for climate policy and react negatively to policy making that appears to punish farmers. They also recognise that climate change itself is already impacting and threatening farming.
Protecting farming is a top priority for climate policy
“Protecting our food supply and supporting British farmers” tops people’s list of priorities for government climate change policy. It is a high priority for all segments, regions and age groups.
When asked about climate policies that ‘go too far’ over a quarter (26%) selected “Cutting subsidies to support farmers who aren’t willing to transition to more sustainable practices.” This feeling is higher in Scotland (29%) and in Wales (31%).
Many see farmers as being on the frontline of climate change’s impact
People are six times more likely to believe that farmers will suffer than benefit from the impacts of climate change, compared to other groups in society. This rises to over eight times more likely in Wales and over ten times more likely in Scotland.
Almost three quarters of people in Wales are concerned about the impact of climate change on Welsh agriculture and livestock farming (74% concerned). The same proportion (74%) are concerned about the impact of climate change policies on Welsh farmers. Traditional Conservatives are the only group where fewer than half (49%) feel concerned about climate impacts on Welsh farmers. Over 65% of each of the segments feel concern for farmers on the impact of climate change policies.
People see unpredictable weather having a negative impact on farming
Unpredictable weather is seen as the number one reason that farming will become harder in the UK in the future. This is the same in responses from those in England (36%), Scotland (38%) and Wales (39%).
Strategic implications
Pitting climate policy against farming will set us back
It is vital that climate policy and action is not, and is not perceived to be, inherently anti-farming. Farming matters to British people. Many will respond negatively to climate policies that are, or are seen to be, punitive to farmers.
Farming is felt to be at the frontline of climate change impacts
People do recognise the very direct impact our changing climate is already having on farmers, and they believe farmers should be stewards of nature and wildlife. We need to keep talking about how farming is under threat, while showing the positive role it can play in addressing climate change. We need to tell down-to-earth stories that connect instinctively: farming feeds the country, and with our support it can help keep us healthy in the future.
People want to see climate policy that supports and protects farming, developed alongside farmers
People don’t want policy makers to simply leave farmers alone, or forget about them. They want to see a proactive approach to supporting farmers and equipping them for the future. It is imperative that climate policy makers work with farmers to shape and communicate positive, climate-friendly ways forward for farming.
Dive deeper into our farming insights:
BTC 2025 Insights Report
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