Over the next few days I will be channelling my inner feminism and meeting and sitting on the stage with some of the truly amazing women who have driven change in this country and as I found out today for a great deal the journey has been very rugged indeed
I have been invited to be the positive voice of agriculture and did I jump at the chance when I was asked
WOW what an opportunity to have two way conversations with the most pivotal audience for agriculture and that is highly educated women.
Why you ask?. Well all the social research tells us that highly educated women are the demographic who most distrust farmers. When highly educated women don’t trust farmers they vote with their feet and wallets. The social researchers call this CRITICAL ACTIVISM. They are also the demographic most likely to support farmers when they trust them. This is called SOCIAL ACTIVISM
Today I got to share a session with Kathy Lette – the highly charismatic, fun and cheeky queen of one liners.
“Women are like wonder bras – they are supportive and uplifting and make us look bigger and better”
“Women are the future but they still get concussion on the glass ceiling and are expected to clean it whilst they are up there”
“Never turn down an opportunity. Never turn down an adventure”
Kathy and I were mentors in a speed mentoring event. As part of this I got to have conversations with five young women under 35 all doing very diverse and exciting things. The take home message for me was in 4 out of 5 of those 15 minute sessions concern about chemicals in food came up.
I learnt young highly educated women are very worried about chemicals in food. 2 out of 5 said they loved farmers and support them at every chance they get.
Interestingly enough my experience today completely mirrored the social licence research on the community’s thoughts and perceptions about farmers in this country. Highly educated concerned women are twice as likely to vote with their feet and wallets when they distrust farmers but half as like to actively support farmers when they trust them.
But putting this into context whilst men in general are not Critical Activists they are not Supportive Activists either
And of course lets not forget why women are even more important to farmers they are the demographic who in the main make the purchasing decisions
So for the next three days agriculture gets a voice with its most important audience – no wonder this little black duck said YES PLEASE BRING IT ON