Sustainability Efforts Being Overlooked, Hampering Willingness To Go Further, Say Farmers

A widening disconnect exists between on-farm sustainability action and the recognition and support that farmers receive from policy makers and the wider food chain, posing a barrier to faster progress for British agriculture, warns new research. 

An overwhelming 92% of farmers say their environmental work goes unrecognised, according to the first Pinstone Pulse report titled 'From Pressure to Partnership'. 

Despite sustainability expectations increasing and significant on‑farm investment and practice change taking place, a large majority of farmers believe their existing efforts are largely invisible or ignored by customers and the wider supply chain.

Some 85% of the 344 farmers surveyed believe the public expects too much, and 88% feel judged by misinformation, leaving them feeling undervalued and frustrated.

Already farmers say they are using an average of eight sustainable practices on farms (rising to 9.6 for arable farms), with 89% actively working to improve soil health.

Positively, some 61% are willing to make significant changes to how their businesses operate.

And with the right financial support, 85% of farmers say they would go further to run a more sustainable farm.

To that end, Pinstone’s report offers practical guidance, pointing out that faster transition to a more sustainable agriculture industry depends on building trust, aligning economic viability with sustainability goals, and using clearer, farmer‑centred language from policy makers and the supply chain.

Five Recommended Shifts

1. Plain language and detailed insight

2. Peer-powered proof

3. Recognition before demand

4. Profit-aligned purpose

5. Stability over speed

Helping Farmers Move Faster 

With farmers ready to do more, the report puts money, clarity, and proof at the top of the list of requirements for inspiring change. 

Three quarters (74%) say financial incentives would accelerate change, over half of farmers want access to grants (55%) and less red tape (52%), and almost half want real evidence from real farms (47%).

In terms of motivators, the report finds that the biggest driver for farmers is better margins or end prices for produce, along with greater government backing. 

But purpose matters too, with farmers saying they are motivated by stewardship, responsibility, and legacy, rather than ideology.

Barriers To Progress

However, the research finds that the biggest barriers to progress are the conflicting policies, costs to implement new practices, and too much sustainability jargon, with some key terms proving very polarising.

“Definitions and policies have become broader and more fragmented, creating expectations that are difficult for farmers to plan and invest against,” explained Catherine Linch, managing director at PR and communications agency Pinstone, which has developed the new insight tracker Pinstone Pulse.

To accelerate change, farmers must feel part of the conversation, and receive proper understanding, tangible reward, and appropriate support. 

“The research exposes a widening gap between ambition and action,” Linch highlighted. “The pace of expectation has outstripped the pace of support. Farmers are ready to act, but the economics and profitability remains central to their decision-making processes.” 

Trust also remains a major challenge, with only 5% of farmers trusting the government as a credible voice on sustainability, which raises questions about how policy-led change can be effectively delivered. 

Farmers place their trust closer to home. Almost half (45%) trust communications where other farmers are given a voice, and they trust advisers (43%).

“The message from farmers is clear – sustainability is already happening on-farm, but it’ll only accelerate if policy makers and the supply chain build greater trust and demonstrate economic viability while speaking the right language,” concluded Linch.

Read the full report here.