Why Aren’t Farmers Buying In? Rethinking Conservation Outreach

You’ve shared the science, explained the benefits, and offered support. So why aren’t more farmers adopting conservation practices? What if the missing piece isn’t more information, but a different conversation?

Conservation professionals are trained to understand soil, water, and agricultural systems. But understanding what motivates people to change, and how to reach those who aren’t already interested, requires a different set of skills.

Join the Soil and Water Conservation Society (SWCS) for a candid, practical conversation about what’s working, what’s not, and what conservation professionals can do differently to connect with farmers and encourage conservation adoption.

Adam Reimer of the National Wildlife Federation will share insights from the Grow More program, which applies social and behavioral science to conservation outreach, and recent research published in the Journal of Soil and Water Conservation. He’ll be joined by University of Minnesota Extension’s Gabi Bolwerk, who educates producers and professionals on soil health and crop–livestock integration, and Clemson University’s Lacy Barnette, who combines science communication with hands-on soil health work in vegetable production systems.

Together, they’ll explore why outreach efforts often attract the same audiences, what influences farmers’ decisions, and how tailored messaging, trusted relationships, and farmer-to-farmer connections can make a difference.