Across Europe, a new generation of farmers is rethinking how food is grown and how land is managed. They’re more open to innovation, more digitally connected, and increasingly aware of the climate and biodiversity challenges shaping their future. But they also face some of the toughest conditions in decades, rising costs, limited access to land, and uncertainty about long-term sustainability.
For these young farmers, the transition to sustainable agriculture isn’t just an environmental goal, it’s a question of survival and renewal. To make farming viable and resilient, they are embracing smarter technologies, data-driven tools, and behaviourally informed approaches that help balance productivity with ecological responsibility.
This is where PRUDENT comes in. By testing green nudges, small, evidence-based interventions that make sustainable choices easier and more rewarding. PRUDENT explores how behavioural science can support young farmers in adopting sustainable practices. Whether it’s managing resources more efficiently, protecting soil and water, or integrating renewable energy on farms, nudges can help turn good intentions into daily habits.
Empowering young farmers means investing in innovation, trust, and collaboration. It also means designing policies like the future CAP that recognise behavioural drivers, not just economic ones. The future of European agriculture depends on how effectively we can combine knowledge, motivation, and opportunity.
The next generation is ready to lead the change. With the right support, their farms won’t just feed us they’ll sustain the land for generations to come.