UK Farmers Say 92% of Sustainability Efforts Go Unnoticed – Pinstone Pulse Reveals Gap

A growing disconnect between farmers and the wider food supply chain has been highlighted by new research, which shows 92% of farmers say their sustainability efforts go unrecognised.

Despite this, the research found that 61% of farmers are willing to make significant changes to how their businesses operate, while already implementing an average of eight sustainable practices on farm. 

The findings come from Pinstone Pulse, a new insight tracker from specialist PR and communications agency, Pinstone. 

Catherine Linch, managing director at Pinstone, said the research shows on-farm sustainability progress risks being overlooked – widening the disconnect between farmers, policy makers and the supply chain.

Catherine Linch, managing director at Pinstone:

"We know sustainability expectations are increasing, but our first Pinstone Pulse report, From Pressure to Partnership, highlights that the reality is what’s being delivered on-farm is often overlooked."

Catherine Linch, managing director at Pinstone, said the findings emphasise the importance of clear language and effective communication to better engage farmers on key sustainability issues.

According to the report, the biggest barriers to progress are the conflicting policies, costs to implement new practices and that too much jargon is used around sustainability, with some key terms proving very polarising.

Catherine Linch:

"Definitions and policies have become broader and more fragmented, creating expectations that are difficult for farmers to plan and invest against."

"The findings also highlight how important language is, and the way we communicate on these important issues if we are to engage with farmers effectively, so they feel part of the conversation."

"Farmers aren’t resistant to change; they’re resistant to being asked to change if they don’t feel that ‘ask’ is coming from a place of understanding, and when there’s no tangible reward or support to match it."

"The research exposes a widening gap between ambition and action. 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."

The report also shows 85% of farmers would go further to run a more sustainable farm with the right financial support, but trust remains a major challenge.

Just 5% of farmers trust the government as a credible voice on sustainability, raising questions about how policy-led change can be effectively delivered.

Catherine Linch:

"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."