Survey of Rural Decision Makers 2021

The fifth biennial Survey of Rural Decision Makers was conducted in winter 2021. The survey addressed similar topics to the previous four waves (2013, 2015, 2017, 2019), but questions have been refined to reflect topics of emerging interest. In 2021, these topics included regenerative agriculture, emergent weeds, greenhouse gas emissions, managerial focus, well-being and stress, sources of information and advice, and consumer expectations.

These survey data:

Provide information that complements rather than repeating other surveys
Incorporate emerging topics of interest
Enable the delivery of a wide range of analyses and statistical information to support national, regional, and sector policy development and evaluation
Support research and insight into decision making among farmers, foresters, growers, and lifestyle block owners.

Summary results for 2021 are provided below. All participating farmers, foresters, and growers are invited to view the results – it is rare to be offered these insights despite the high number of surveys that they are asked to complete.

Survey results

Citation

Stahlmann-Brown P 2021. Survey of Rural Decision Makers 2021. DOI: doi.org/10.7931/3tcs-wb24

Demographics

2.1 Age of respondents Image — 2.1 Age of respondents

2.2 Generations farming in Aotearoa New Zealand Image — 2.2 Generations farming in Aotearoa New Zealand

Education

3.2 Post-secondary training in farming, forestry, business or commerce Image — 3.2 Post-secondary training in farming, forestry, business or commerce

Current land use and land use change

4.1 Commercial and lifestyle block respondents by region Image — 4.1 Commercial and lifestyle block respondents by region

4.2 Current primary land use of commercial farmers Image — 4.2 Current primary land use of commercial farmers

4.3 Current primary land use by region Image — 4.3 Current primary land use by region

4.4 Current land use is new within the last 10 years Image — 4.4 Current land use is new within the last 10 years

Management practices and focus

5.1 Management practices implemented on the commercial operation Image — 5.1 Management practices implemented on the commercial operation

5.2 What type of formal writted farm plan covers these activities? Image — 5.2 What type of formal writted farm plan covers these activities?

5.3 How much focus have these been for you? Image — 5.3 How much focus have these been for you?

Values

6.1 I am generally one of the first in my area to try something new Image — 6.1 I am generally one of the first in my area to try something new

6.2 In general I prefer leaving experimenting with new ideas to someone else Image — 6.2 In general I prefer leaving experimenting with new ideas to someone else

6.3 Are you generally a person who is fully prepared to take risks, or do you try to avoid taking risks? Image — 6.3 Are you generally a person who is fully prepared to take risks, or do you try to avoid taking risks?

6.4 My values are similar to those of other commercial operators in my industry Image — 6.4 My values are similar to those of other commercial operators in my industry

6.5 My management practices are similar to those of other commercial operators in my industry Image — 6.5 My management practices are similar to those of other commercial operators in my industry

6.6 It is important to me personally for my operation to have strong environmental performance Image — 6.6 It is important to me personally for my operation to have strong environmental performance

6.7 It is important to me that the public see farmers, foresters, and growers as leaders on the environment Image — 6.7 It is important to me that the public see farmers, foresters, and growers as leaders on the environment

6.8 Public perceptions and values Image — 6.8 Public perceptions and values

Climate

Finance

8.2 Percent debt relative to total value of capital and/or land by primary industry Image — 8.2 Percent debt relative to total value of capital and/or land by primary industry

8.3 How profitable has the operation been in the past 2 years? Image — 8.3 How profitable has the operation been in the past 2 years?

Optimism

9.1 How optimistic do you feel about the future of your operation? Image — 9.1 How optimistic do you feel about the future of your operation?

Information sheets

About the survey

Participation

The 2021 wave of survey was completed by 6717 farmers, foresters, growers, and lifestyle block owners, a record response for the survey. 42% of respondents identify as being commercial operators while 58% identify as lifestyle block owners. In total, 1644 respondents also completed the 2019 wave.

Donations

To acknowledge the time and expertise shared with us, we made $30,000 in donations to charities selected by respondents. We are pleased to announce the rural sector’s support of the following charitable causes:

Westpac Chopper Appeal ($16,630)
Retired Working Dogs ($5000)
Farmstrong ($4370)
QEII National Trust ($4000)

Prize winners

We gratefully acknowledge everyone who participated in the 2021 Survey of Rural Decision Makers. Congratulations to the following five respondents, each of whom won a $500 supermarket voucher:

Rupert H, Rotorua
Antoinette J, Waitukaruru
Mike H, New Plymouth
George V, Winton
Robert W, Balcultha

Enquiries

If you would like to discuss how Manaaki Whenua - Landcare Research can help your organisation gain insights from the Survey of Rural Decision Makers, please contact:

Joanne Dow
Principal Engagement Advisor
dowj@landcareresearch.co.nz
04 382 6641

Key science contact

Pike Stahlmann-Brown

Principal Scientist, Economics

Chief Scientist

Contact