It has become more important in today’s youth and urban dwellers to be seen on social media on holiday in a foreign land or to be seen to be part of some trendy cause than it is to secure an asset such as a house or land.
The driver for this is the unobtainability of a house or land and the transient, voyeuristic lifestyle many live.
Many a modern person would feel trapped in the quintessential kiwi dream of days gone by, a home and security.
That is galaxies apart from the rural person who wants nothing more than take on a role as caretaker of the land, live his or her dream and have security in physical assets.
The problem with this is that the first lifestyle leaves a false sense of reality and the need to stand for something to empower their being. It also lacks community spirit as life is lived in the mobile device full of like-minded communities one can join with a click of a mouse and not having to live with people in the real world where many personalities and needs make up a community.
That could also be said for rural people, however, because of the lack of internet until now, one must still be a part of the community around them and take notice, understand and help others of a slightly different make-up. This is the strength of rural NZ.
The problem for NZ is that the tide has changed. Many can undermine the way NZ is seen by the world simply by posting a hot topic and having it shared internationally.
The week has seen so many negative news stories on farming and many other rural activities all reported by media trying to increase the number of clicks they get to give them more market share.
Many a vegan or anti-farming group has gained a position of power over the public perception of rural activities by securing numbers on their pages, in turn putting pressure on lawmakers and politicians to adhere to their point of view.
However, we have something in rural NZ that the internet person doesn’t have and that is the ability to be realistic.
We see what needs doing, we help our neighbours and we care for our community and environment contrary to the belief of many a group who have a crusade to rid the world of farms and all that is bad in their minds.
The problem is we get on with it and don’t need the clicks or post likes to give us strength.
That, unfortunately, is our downfall!
If we don’t get more traction in the modern world of social media and mainstream media we are doomed.
The negative pressure on rural NZ from anti-groups and the effect it must be having on our markets internationally will be huge.
Let’s face it there are not many positive stories being told. The anti-brigade have ramped up the negativity against what we do and it seems to be working. The Greenpeace adverts are now deemed to be correct and appropriate by the Advertising Standards Authority and are now worldwide news.
Many commentators say Brexit and Trump are the real people of the world revolting against the trend of social media and unrealistic ideals running their countries.
We, in rural NZ, can certainly improve things on the way we are perceived and importance in our country’s well-being. We just have to put our stories out there the good things we are doing, the plans that are in place to improve the environment, the thousands of dollars spent on research and development of farm sustainability and make sure the cream rises to the top, host the many industry awards, put pressure on media to get it right and support the industry, not preach to the converted.
We must make sure those who are not up to scratch are improved or removed, be seen to be proud of what we do and stand together as an industry.
If there is not some serious action to counteract the unrealistic views of those empowered by clicks and soon, I have a real concern for NZ as a profitable, sustainable farming nation.
We must get our own stories out and make sure we get more clicks than those who undermine this world we live for.
