- Farmers better champions of countryside than eco-activists and politicians
- Social media including Instagram and TikTok responsible for driving young people into the countryside
- Barriers for Gen Z visiting the countryside include lack of phone signal and not knowing where they’re allowed to go
- Sir David Attenborough and Jeremy Clarkson seen as best celebrity representatives of countryside
Gen Z think (32%) farmers are the ‘best champion’ of the Great British countryside, according to a new poll. Farmers scored overwhelmingly higher than activists and environmental campaigners (12%), as well as politicians (4%), in new research revealed today.
Additionally, over half of Gen Z (54%) say that social media has influenced their decision to visit the countryside, after seeing content on apps like Instagram, TikTok and Facebook.
New research, carried out by ORB on behalf of the Future Countryside conference, found this number was higher among women (58%) than men (50%). Over two fifths (42%) say the frequency at which they visit the countryside has increased with age.
The findings will be presented to a gathering of farming and environmental organisations, including the National Farmers Union (NFU) and Natural England, at the major conference at Chatsworth House today. Speakers this year include Tristram Hunt, Michael Gove, Professor Kathy Willis and NFU President Tom Bradshaw.
This first major poll assessing Gen Z’s attitudes toward the countryside contains fascinating insights on a range of issues including the influence of social media, and barriers to visiting.
When asked for reasons why they visit the countryside, 36% do so for their mental health, wellbeing and rest; 34% to connect with nature and watch wildlife; and 30% for their physical health and exercise.
The most commonly cited barriers to visiting the countryside included distance (73%), not having enough time (70%) and transport costs (68%). Not knowing which areas you are able to visit (58%) also remains a significant hurdle, while just under half (42%) are put off by the lack of internet and phone signal.
The poll also asked who Gen-Z thought makes the ‘best champion of the countryside’, with the top answer (32%) being ‘a farmer’. This was followed by ‘a resident in a village or rural area’ (15%) over an ‘activist or environmental campaigner’ (12%), ‘a well- known TV presenter’(10%) and politician (4%).
Additionally, the top three roles that farmers should be doing more of include ‘ensuring animal welfare and ethical treatment’ (42%), ‘looking after the land and natural environment’ (40%) and ‘growing food to feed the population’ (37%). ‘Using chemical fertilisers and pesticides to fight pests’ (13%), ‘rewilding’ (14%) and ‘meeting consumer demand, even if it’s not sustainable’ are ranked as the lowest priorities.
Gen Z sees Sir David Attenborough and Jeremy Clarkson as the celebrities that best represent the Great British countryside. 37% of young adults favoured Sir David, while 17% valued Jeremy Clarkson. Other celebs, including naturalist Chris Packham (5%), shepherdess and farmer Amanda Owen (5%) and Clare Balding (4%) scored much lower. Asked which TV shows best represent life in the countryside, Sir David Attenborough documentary Wild Isles came out top (20%), followed by Amazon Prime’s hit series Clarkson’s Farm (12%). The BBC’s flagship rural affairs show, Countryfile, came a close third (10%) ahead of Escape to the Country (7%), Emmerdale (5%) and Springwatch (5%).
While Gen-Z overwhelmingly view the countryside as being welcoming (84%) and an important part of their heritage worth preserving (83%), only 24% of the 1,000 people polled selected village as the place they’d most wish to live if they could choose anywhere, compared to 32% for a town and 53% for a city.
Generation Z (Gen Z) refers to the demographic group succeeding Millennials and preceding Generation Alpha, generally defined as individuals born between 1997 and 2012.
Nick Herbert (Lord Herbert of South Downs), co-Chair of Future Countryside, said:
'This polling skewers assumptions about Gen Z's attitudes to the countryside. Young adults like nature and farming, but they're less keen on the extremes. Crucially, they overwhelmingly view the countryside positively and as part of their heritage. They believe that farmers are the countryside's natural champions and best placed to deal with the complexities it faces, from food security to nature restoration.'
Now in its third year, the Future Countryside conference will set out to unite diverse voices – ranging from Tristam Hunt, Michael Gove, Professor Kathy Willis, Sarah Mukherjee and Tom Bradshaw - to help address global challenges facing the countryside including climate change, food security, and equitable growth.
ORB interviewed 1000 people between 2nd-12 May 2025 on behalf of Future Countryside. The full data can be found below:
B2. In the area where you primarily grew up, are you able to do each of the following?
- Those who primarily grew up in rural areas are significantly more likely to report barriers to in the area they grew up compared those who grew up in urban areas.
- The most significant difference is observed in being able to find a good job or career, those who grew up in urban areas are 22% pp more likely to report being able to do so compared to those who grew up in rural areas.
B3. If you could live anywhere you wished, which of the following would you be open to living in?
- 53% City
- 32% Town
- 25% Suburb
- 11% Market town
- 24% Village
B4. In which of the following ways, if any, have you personally taken action to help protect the countryside?
- Top three most reported actions: 69% Practiced responsible countryside behaviour, 62% Consciously bought products that support countryside conservation, 59% Shared information or raised awareness on social media
- Top three least reported actions: 26% Contacted an elected representative (e.g., MP, council) about countryside issues, 31% Taken part in a protest or campaign to protect the countryside, 38% Volunteered on a project to support countryside causes
B5. Of the following opportunities, which do you feel that the countryside offers you?
- Top three opportunities: 84% Space to relax and unwind, 82% Health and wellbeing benefits (e.g., fresh air, exercise, mental health), 81% Adventure and outdoor activities (e.g., hiking, biking, camping)/ 81% Opportunities to connect with nature and wildlife
- Bottom three opportunities: 54% Career opportunities in rural industries (e.g., farming, eco-tourism), 58% An opportunity to engage in conservation work, 67% Meeting like-minded people and communities
B6. In your opinion, what should farmers be doing more of? Please rank your top 3 most important roles
- Top three roles: 42% Ensuring animal welfare and ethical treatment, 40% Looking after the land and natural environment, 37% Growing food to feed the population
- Bottom three roles: 13% Using chemical fertilisers and pesticides to fight pests, 14% Rewilding, 15% Meeting consumer demand, even if it's not sustainable
B7. Can you remember participating in forest schools and outdoor learning (e.g. visiting a farm or going on rural fieldtrips) as part of your education?
- 69% said they had some kind of outdoor learning as part of their education, 27% not do recall outdoor learning
B8. You said you participated in forest schools and outdoor learning (e.g. visiting a farm or going on rural fieldtrips) as part of your education. To what extent did this leave you with a positive or negative impression of the countryside?
- Of those who recalled receiving this education, 91% said it left them with a positive impression of the countryside [56% very positive, 35% somewhat positive]
B9. If a GCSE qualification focusing on Natural History (e.g. climate change, wildlife and biodiversity) had been available when you were at school, how interested would you have been in taking it?
- 75% said they would be interested in a Natural History GSCE qualification, 21% said they would not be interested
C1. The countryside is characterised by natural landscapes and agricultural activities. Within the last two years, how often have you visited (go to see and spend time in) the countryside?
- 87% have visited the countryside in the last 2 years
- 12% everyday, 22% at least weekly, 32% at least monthly, 21% at least once
- 8% have not been in last two years, 2% have never been
C2. When spending time in the countryside, what do you typically spend your time doing? Please rank your top 3 activities.
- Top three activities: 46% Hiking or walking, 42% Relaxing or spending time with friends, 27% Visiting cafes or pubs
- Bottom three activities: 13% Volunteering (e.g., conservation projects, clean-ups), 16% Cycling or mountain biking, 17% Attending festivals or other events
C3. Has the frequency with which you visit the countryside changed as you have grown older?
- 42% report that the frequency at which they visit the countryside has increased with age
- 39% has remained the same
- 17% has decreased
C4. Have the activities you engage in while in the countryside changed since you were a child?
- 65% report the way their time is spent has changed, 31% say it has remained the same
C5. In what way has your engagement with the countryside changed compared to when you were a child?
Of those who’s engagement has changed:
- 51% I now visit mainly for relaxation and wellbeing
- 49% I am more aware of nature, conservation, and sustainability issues
- 46% I visit different types of places (e.g., new areas, different landscapes)
- 39% I now take part in more outdoor activities (e.g., hiking, cycling)
- 28% I create or share more content about the countryside (e.g., social media posts)
- 24% I take part in more structured activities (e.g., volunteering, guided tours)
C6. Do you currently feel motivated to spend time in the countryside?
- 79% feel motivated to spend time in the countryside [37% very motivated, 43% somewhat motivated]
- 17% are unmotivated [Somewhat unmotivated 14%, Not all motivated 3%]
C7a. You said you were unmotivated to spend time in the countryside. What is the main reason for this?
- Of those unmotivated 25% say this is because they prefer urban environments, 19% because they had limited time and money for leisure
- Only 2% said this was because they are not interested in any of the activities that you can do there, 3% said had bad experiences in the past in the countryside
C7b. What are the main reasons that would make you decide to visit the countryside? Please rank your top 3 reasons.
- Top three reasons that would make someone decide to visit the countryside: 36% For mental health, wellbeing, and rest 34% To connect to nature/ watch wildlife, 30% For physical health and exercise
- Bottom three reasons: 11% To support sustainable, eco-friendly tourism, 13% To attend an event or festival, 13% To volunteer for conservation or other community projects
C8. Do you feel that there is anything that stops you or gets in the way of visiting the countryside?
- 41% say yes, 55% say no
C9. What do you feel are the barriers to you visiting the countryside?
Of those who report barriers:
- 73% Distance
- 70% Not having enough time
- 68% Transport costs
- 60% Available transport links
- 58% Not knowing which areas you are able to visit
- 46% Lack of information on how to get there
- 42% Lack of internet connectivity/ signal
- 35% Not accessible/ suitable for people with disabilities
- 34% Lack of diversity e.g. different social and ethnic groups
- 25% Not feeling welcome
C10. How strongly do you agree or disagree with the following statements?
- The countryside feels welcoming to people like me: 84% agree, 10% disagree
- I feel a strong connection to the countryside: 78% agree, 16% disagree
- I believe the countryside is an important part of my heritage and should be preserved for future generations: 83% agree, 11% disagree
- I feel the countryside plays an important role in my life: 74% agree, 19% disagree
C12. Which of the following, if any, do you think are most likely to cause damage to the countryside?
- Top three issues: climate change (50%), loss of wildlife and biodiversity (49%), becoming too developed or urbanised (39%)
- Bottom three issues: potholes (18%), lack of digital access (19%), fewer young people living in the countryside (23%)
C13. How do you think rural areas should adapt, if at all, to remain relevant?
- Top three approaches: create more jobs for young people (51%), improving public transport (49%), affordable housing (47%)
- Bottom three approaches: promoting tourism/eco-tourism (32%), improving mobile connectivity (37%), offering more activities for young people (39%)
D1. How do you feel when you spend time in the following places? – The countryside/ Towns and cities
- Respondents are significantly more likely to feel relaxed (77%), calm (59%), happy and hopeful in the countryside, with female respondents being more likely to cite experiencing these feelings in the countryside
- Respondents are significantly more likely to feel anxious (44%) and scared (17%) in towns and cities compared to the countryside
D2. How important is spending time in nature to your health and well-being?
- 9 in 10 (90%) think spending time in the countryside is important for health and well-being
D3. Thinking about today's world, what do you believe are the most important benefits that the countryside provides?
- Top three benefits: 50% clean air and nature, 44% mental health and wellbeing, 43% space to relax and unwind
- Bottom three benefits: 11% ‘Instagrammable’ scenery, 18% helping to tackle climate change, 20% opportunities for outdoor sport and physical recreation
D4. Has social media (e.g., Instagram, TikTok) influenced your decision to visit the countryside?
- Over half (54%) say that social media has influenced their decision to visit the countryside. Women (58%) are more likely than men (50%) to have been influenced to visit the countryside by social media.
D5. Which of the following TV programmes do you think best represents the life in the countryside?
- 1 in 5 (20%) think David Attenborough nature documentaries best represent the countryside. The next most commonly cited TV programme by respondents was Clarkson’s Farm (12%).
- Only 3% think Doc Marin, 2% The Larkins
D6. Which of the following people or types of people do you think would make the best champion for the countryside?
- 3 in 10 (32%) feel a farmer would make the best champion for the countryside, while 15% cite a resident in a rural area.
- Only 4% feel a politician would make the best countryside champion, and 7% cite a popular influencer
D7. Which of the following celebrities do you feel most closely represents the countryside?
- 37% report David Attenborough as the best representative of the countryside, while 17% cite Jeremy Clarkson.
- Only 3% report Hamza Yassin, 4% Clare Balding, 4% Anita Rani, 5% Chris Packham.
D8. To what extent do you agree or disagree with the following statements about the countryside? The countryside is…
- Most agree that the countryside is beautiful (91%) and fun (81%)
- 4 in 10 (41%) feel the countryside is smelly and a quarter (25%) feel it is boring.
