Adapt your strategy to reflect your team’s generational strengths
For the Elchinger brothers, technology is shaping the future of their farm.
“We’ve gone from having the traditional corn planter to having a fully automatic corn planter that will pretty much do everything on its own,” says Nick Elchinger.
The Elchingers farm in Deshler, Ohio, as well as sell ag technology. They agree, some technology takes time to adopt and then adapt.
“Technology has absolutely helped us with our yield maps and our grid sampling zones,” says Ben Elchinger. “We can create a better picture of what we need and what fertilizers need to go where, which helps us use less fertilizer and less seed.”
ADOPTION CURVE
The Elchinger brothers, part of the millennial generation, see technology as a worthwhile tool even if it takes time to get comfortable.
“As always, you’re reluctant to try something new, but as you try it, you will learn more and see the benefits of it ultimately making things better for everybody,” Nick says.
When the Elchingers work with older farmers, they’ve found comfort level is often the biggest barrier to trying something new.
“The older generation might be scared of the technology, whereas the younger generation is more apt to take it and try to run with it,” Nick says.
According to the Pew Research Center, roughly two-thirds of people ages 65 and older now go online, and 42% own a smartphone.
However, 34% of older internet users say they have little to no confidence in their ability to use electronic devices to perform online tasks, while 48% say this statement describes them very well: “When I get a new electronic device, I usually need someone else to set it up or show me how to use it.”
TECHNOLOGY EXPECTATIONS
While the benefits of technology are often clear, the Elchingers say it might take getting out of your comfort zone no matter your age.
“We’ve been evaluating how farm operators of different generations behave with respect to commodity combinations, number of acres and use of technology,” says Terry Griffin, a precision agriculture specialist with Kansas State University.
While it might seem obvious the younger generations are more willing to try technology, he has discovered some interesting trends.
For example, when it comes to the few Generation Z farm operators in Kansas (6%), from 6 to 24 years old, Griffin says technology is often a one-take wonder.
“People of that generation have expectations technology will work immediately,” he says. “It’s been said for Baby Boomers and Gen X, technology has to be as simple as one, two, three. Those same sociologists would argue for Gen Z it has to be as easy as one. If it doesn’t work the first time, you do not get a second or third chance to make it work.”
Griffin says these generational tendencies require companies to adjust how they roll out products to farmers.
“We can no longer push beta products out to the market,” he says. “Technology must be fully functioning, plug and play and seamless, with no requirement for human interaction.”
Roughly half of farm operators in Kansas are Baby Boomers, currently between 57 and 75 years old, and around 20% are Gen X, between 41 and 56 years old.
“Millennials, who are roughly 25 to 40 years old, are the fastest growing group of farm operators in the state right now,” Griffin adds.
EYE ON TOMORROW
In Ohio, the Elchingers are focused on today and tomorrow, while continuing to adopt technology and tools that ultimately benefit their bottom line.
“I think the sky is the limit,” Nick says. “Just give it time, especially when you look at how far we’ve come in the past 10, 20, even 30 years.”
Learn how technology is embraced differently among generations of farmer.
Tyne Morgan, host of “U.S. Farm Report,” uses her Missouri roots to bring farmers market-related news and stories that impact their businesses.
