A recent study conducted by the AgriFutures Australia Community Trust in Rural Industries program has unveiled a remarkable surge in community support for Australia’s rural industries. Over four years, 11 Rural Research and Development Corporations (RDCs), along with the National Farmers’ Federation and the NSW Department of Primary Industries (NSW DPI), have joined forces for the Community Trust in Rural Industries (CTRI) project. Through extensive interviews involving over 22,000 Australians, valuable insights have been gathered on how rural industries can foster deeper connections with the broader community.
Findings of a Comprehensive Rural Research Initiative
The findings from the CTRI project, drawing upon the perspectives of over 22,000 Australians, underscore a noteworthy increase in public awareness regarding the pivotal role of the agricultural sector in our society. It’s truly heartening to witness the growing recognition among Australians of how rural industries not only supply food and essential goods but also offer numerous employment opportunities across the nation.
Even more encouraging is the substantial alignment between the public’s expectations of rural industries’ operations and their actual practices. This shared set of values has contributed to a heightened level of trust in their endeavours.
Moreover, the research has pinpointed addressing community concerns as the most effective strategy for rural industries to bolster trust. By prioritising issues that resonate with the community, these industries have forged stronger bonds and fostered enduring connections with the broader Australian populace.
Building Trust through Action
The latest report from 2023 highlights that the primary drivers of community trust in rural industries have remained consistent since 2019. Notably, the management of environmental performance emerges as the foremost factor influencing community trust, emphasising the significant role of environmental responsibility in cultivating broader public trust.
Rural industries have taken proactive measures to mitigate environmental impact while actively contributing to the preservation of natural ecosystems, thus enhancing trust levels. Additionally, responsiveness to community concerns and a continuous commitment to enhancing product quality and variety have proven instrumental in fortifying trust.
The survey results also reveal that trust is influenced by various factors, including animal welfare, equitable distribution, and confidence in regulatory practices. Moreover, the growing significance of rural identity underscores the importance of our communities in fostering trust.
Rising Opportunities in Rural Industries
Like many sectors across Australia, rural industries have grappled with well-documented labour shortages in recent years. However, the 2023 CTRI report suggests a positive shift in perception, with Australians increasingly viewing rural industries as offering meaningful career opportunities.
In 2021, 63% of respondents agreed or strongly agreed that “Rural industries offer meaningful careers for those that choose to work in the area.” Remarkably, this figure has surged by nearly 8%, with 70% of respondents in 2023 agreeing. This uptick reflects a positive outlook for rural industries amidst a competitive labour landscape.
The escalating level of support documented by the CTRI project underscores the resilience and significance of Australia’s agricultural and rural industries in the hearts of Australians. These industries not only fulfil the vital role of supplying essential goods and services but also cultivate meaningful connections with the wider community, act as responsible stewards of the land, and uphold a commitment to responsive actions that align with the expectations of Australians.
Source: Community Trust In Rural Industries Year Four National Survey 2023