While women make up over 30 per cent of farmers, it’s only recently that they have seen an increase in representation in advertising for everything from crop protection products, to lending, to equipment.
But simply casting a female model in an ad campaign, for example, doesn’t necessarily mean companies have done any real research into how women in farm leadership roles make purchasing decisions or manage their businesses, or what technological or equipment solutions these same women may need or want.
Jen Christie, founder of the Ag Women’s Network and now working with Centric Engine, is part of a team that is proposing to do just such a study.
Right now, the group has published a prospectus and is looking for companies or organizations to subscribe to the survey.
Christie says that this comprehensive study is likely the first of its kind, and is focused on informing what we think we know about how women farm differently than men.
Below, listen to Shaun Haney in conversation with Christie for a discussion on what kinds of questions the survey is looking to gather information on: