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Each new generation of customers brings about changing attitudes and understanding the newest generation of customers, called Generation Z (those are 18-22 years old), means you are tapped into what they value and what they don’t.

Richard Fordyce, chair of Osborn Barr’s ag advisory council, farmer and former director of the Missouri Department of Agriculture, shares findings you can use to earn their business.

Osborn Barr is a leading marketing communications agency with a 30-year history of serving the agriculture and rural industry. Richard consulted on the agency’s recent generational shift study titled “Farmers of Tomorrow: Generation Z’s Future in Agriculture.” This is the first comprehensive study to better understand how the next generation views farming and ranching.

We'll learn how dealers can build relationships with this new generation of customers by recognizing the value of word of mouth recommendations and embracing technology. Richard recalls, “They will demand technology at higher rate and that will drive innovation.”

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The Rural Lifestyle Dealer podcast is brought to you by Yanmar.

Yanmar was founded in 1912 and developed the world's first commercially viable small diesel engine in 1933. The diesel engine has continued as our core business ever since, our key tool in the rationalization and modernization of agriculture, fishing and industry. We have brought the world ever more energy efficient and economic engines and implements through a constant process of development and market expansion. Our goal is to promote the quality of life by providing the machines that use energy with the utmost efficiency and value. 

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Listen to past podcasts

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Interlude Music: Alialujah Choir - No Need To Know