Our Five Key Takeaways from the 2025/26 Marketing to Farmers Report

Our fifth Marketing to Farmers Report is out, built from the views of 942 farmers across the UK. It gives the clearest picture yet of how farmers think, research, and buy. The message running through every finding is simple: brand connects everything.

Digital behaviour has settled. Farmers are confidently online, using search, social, and AI to gather information before they buy. Yet the human side of marketing has never mattered more. The most successful brands are the ones that are consistent, recognisable, and trusted across every touchpoint.

Here are the five takeaways every agricultural brand and agribusiness marketer should know from this year’s report.

BRAND DRIVES EVERY BUYING DECISION

Digital visibility now defines influence. Over 90% of farmers research online before buying, and 86% use Google as part of that process. Almost all check websites, watch videos, or read reviews before speaking to anyone.

That means brand awareness no longer starts at the show stand. It starts online. The names that appear during a search, feature in AI answers, or show up across social channels are the ones farmers recall when it’s time to make a decision.

The most recalled brands this year included John Deere, New Holland, JCB, Claas, and Massey Ferguson, alongside challenger names like Ridgeline, Te Pari and Mole Valley Farmers. These brands have built recognition through consistent, quality content and strong social engagement that supports real-world activity.

Takeaway: Farmers now form opinions long before they meet you in person. Every search result, video, or social post adds to that perception. Consistent brand presentation online creates the familiarity that drives buying confidence.

DIGITAL BEHAVIOUR HAS MATURED, BUT AI IS RESHAPING DISCOVERY

Farmers are online more than ever. 68% browse social media daily, and 62% rank websites among their top three sources of influence. Evenings remain the busiest time online, with a growing share active after 9pm.

Over half now use AI tools such as ChatGPT or Gemini each week to research products or gather advice. This doesn’t mean traditional search has disappeared, but it does mean the way farmers discover information is evolving.

Takeaway: Your content needs to be visible, useful, and clearly linked to your brand wherever farmers are looking. The information you publish on your website, social media, and email should all reinforce your reputation across both human and AI-driven searches.

FARMERS ARE CONFIDENT BUYING ONLINE, BUT TRUST DECIDES THE SALE

63% of farmers are happy to spend up to £5,000 online, and many now buy a wide range of products through digital channels. But half still say they hesitate to purchase because they don’t fully trust the website, and more than a quarter say they don’t trust the brand behind it.

The research shows that while digital transactions are normal, personal reassurance still carries weight. A phone number, a follow-up call, or a reliable delivery promise still make the difference.

Takeaway: Build confidence before you ask for conversion. Add clear contact details, real customer reviews, and case studies that prove reliability. Your online and offline experiences should both feel human, not automated.

SOCIAL MEDIA STILL MATTERS, BUT FOCUS YOUR EFFORT

WhatsApp and Facebook remain the most used channels among farmers, followed by YouTube and Instagram. X (Twitter) has all but fallen out of the picture, with three quarters of farmers rarely or never using it. TikTok and Snapchat are still niche but increasingly popular with under-30s.

Video continues to dominate attention across every platform. Whether it’s a short demonstration, customer story, or event recap, motion and authenticity drive engagement.

Takeaway: Concentrate on the platforms that match your audience and purpose. Use video to tell real stories, share insights, and show your products in action. Farmers don’t want polish, they want proof.

KNOW THE PEOPLE BEHIND THE PURCHASE

There is no single farmer profile. Our research identifies eight core personas, from the cautious Financial Fretter to the forward-thinking Next Gen and the values-driven Green Guardian. Each type thinks differently, uses different media, and reacts to different messages.

Takeaway: Generic marketing doesn’t work. Define who you want to reach, understand their motivations, and tailor your message. The Next Gen wants data and results. The Bedrock wants real-world validation. The Driven Diversifier wants time-saving solutions. The more specific you are, the stronger your impact.

THE MESSAGE FOR 2026

Farmers are digitally confident, commercially aware, and value-driven. The brands they trust are the ones that show up consistently online and offline, with clear purpose and a strong identity.

If your marketing connects these worlds and puts brand at the centre, you’ll already be ahead of the curve.

Click here to download the full Marketing To Farmers Report 2025/26

Or speak to our team about how these findings can shape your brand and marketing strategy.