Organic Insights Magazine - Spring 2023

16 / Organic Insights / Spring 2023

youth perspectives are needed for industry SAGE LAWLESS

Engaging with younger consumers to promote the value of organic is vital to our future success. How best to do this was the subject of a research paper by post graduate student Sage Lawless, who worked with NASAA Organic over an internship period of 10 months to look at ways to increase youth engagement within the organisation, and the broader Australian organic industry. As part of her research, Sage consulted with the NASAA Organic executive and many industry stakeholders, including surveying participants at the Naturally Good Expo in 2022. She also looked at different models of youth involvement in other agricultural industries. Sage discovered, while young people between the ages of 20-39 represent a significant portion of Australian organic consumers, the values and beliefs of youth are consistently underrepresented in decision making within the industry. At the same time, her research indicates the strong benefit to industry that increased youth representation could bring – in resolving systemic diversity issues, creating better alignment with a new generation of savvy consumer, introducing new technologies and new ways of thinking, and in addressing a communications disconnect with the younger consumer. Sage’s report provides several insights into strategies that could be incorporated

to achieve this – with the suggested implementation of a Youth Advisory Board designed to address these issues and improve the effectiveness of communication with youth consumers. Sage discovered that there are mis­ conceptions with young people around the value of organic that the industry needs to address. “Having conversations with people my age stemming from the research – there is misunderstanding about the industry,” she says. “Some see organic as just a money-making thing; it’s clear there needs to be continued education on why organic is worthwhile and what it means.” “That it is really about making a difference.” Sage says her own perception of the industry has changed through working with NASAA Organic. “I’ve been interested in sustainable agriculture for many years, volunteering in environmental conservation with different groups…I was keen to learn more about organic,” she says. “It seemed a no-brainer and aligned with my values.” “I now have a huge appreciation for the industry and would like to work alongside these people.” “I have felt very welcomed and included.”