NAMA Announces Upcoming Webinar on Marketing Across Generations

Author:

 

Event Overview: Next Gen Farmers — Marketing Across the Generational Divide

Organization: National Agri‑Marketing Association (NAMA)
Date & Time: February 12, 2026 at 11 a.m. Central Time (U.S.)
Format: Online webinar (virtual)
Cost: Free for NAMA members; $50 for non‑members (NATIONAL AGRI-MARKETING ASSOCIATION)

This session is part of NAMA’s ongoing webinar series designed to help marketing professionals better understand and engage evolving audience groups.(NATIONAL AGRI-MARKETING ASSOCIATION)

 What the Webinar Will Cover

The theme of the webinar, “Marketing Across the Generational Divide,” focuses on how to bridge marketing approaches between older and younger farmers — especially as leadership and farm ownership shift to the next generation.(NATIONAL AGRI-MARKETING ASSOCIATION)

 Key Topics

Generational Shifts in the Marketplace: What is changing — and what remains consistent — in how different age groups make purchasing decisions and interact with brands.(NATIONAL AGRI-MARKETING ASSOCIATION)

Attendees will leave with concrete strategies to connect with both traditional and emerging farmers without alienating either group.(NATIONAL AGRI-MARKETING ASSOCIATION)

 Speakers & Their Expertise

Darcy Schultz — Agriculture Growth Director, Goodway Group

  • Over 20 years in marketing, with 17 focused on digital strategies.
  • Known for helping ag brands balance traditional values with modern technology to drive measurable growth.(NATIONAL AGRI-MARKETING ASSOCIATION)

Andrew Warner — Account Director, Swanson Russell

  • Brings 25+ years of experience in strategic brand and client development across agriculture, B2B and industrial sectors.
  • Active in NAMA leadership and mentorship, bringing deep insight into how agencies and brands can thrive in changing markets.(NATIONAL AGRI-MARKETING ASSOCIATION)

Comment:
The combination of Schultz’s digital marketing experience and Warner’s strategic brand leadership gives attendees a balance of tactical expertise and big‑picture thinking, particularly relevant for marketers navigating multigenerational audiences.(NATIONAL AGRI-MARKETING ASSOCIATION)

 Why This Webinar Matters

 1. Farm Marketing Is Changing

Ag marketers are facing a generational transition, with younger farmers bringing different values, tech preferences and buying behaviours than older generations. Understanding this shift helps brands remain relevant and effective.(NATIONAL AGRI-MARKETING ASSOCIATION)

 2. Avoiding One‑Size‑Fits‑All Messaging

Traditional marketing tactics may not resonate with next‑generation producers, who often prioritise technology adoption, sustainability and community connection alongside price and legacy values.(NATIONAL AGRI-MARKETING ASSOCIATION)

 3. Data‑Driven Persona Development

The webinar promises insights into AI‑based dynamic personas, a cutting‑edge tool for marketing teams to tailor outreach based on real behaviour and motivations — rather than assumptions.(NATIONAL AGRI-MARKETING ASSOCIATION)

 Expert Commentary & Industry Relevance

Industry observers note that generational understanding is increasingly essential across all sectors — and agriculture is no exception. In today’s marketing environment:

  • Younger audiences tend to make decisions based on values, sustainability and digital engagement, not just price or tradition. (General marketing research, e.g., generational behaviour insights)(crresearch.com)
  • Focusing on how life stages and generational context influence behaviour helps brands deliver more effective segmentation and messaging.(crresearch.com)

Comment:
Bringing these insights into agri‑marketing helps organisations build deeper connections with broader audiences — from long‑standing customers to emerging decision‑makers — and avoid messaging that feels outdated or out of touch.(crresearch.com)

 How to Participate

To join the webinar:

 Bottom Line

NAMA’s upcoming webinar on Marketing Across Generations is a timely exploration of how brands can navigate the unique challenges and opportunities presented by changing demographic dynamics in agriculture marketing. It blends practical strategic insights with expert perspectives on engaging audiences from legacy producers to next‑gen farmers — making it a valuable learning opportunity for marketers and industry professionals alike.(NATIONAL AGRI-MARKETING ASSOCIATION)

Here’s a detailed summary of the National Agri‑Marketing Association (NAMA) webinar on Marketing Across Generations, including case examples, expert insights and commentary on why it matters for ag‑marketing professionals and beyond: (NATIONAL AGRI-MARKETING ASSOCIATION)

 Event Details — Marketing Across the Generational Divide

Title: Next Gen Farmers: Marketing Across the Generational Divide
Date & Time: February 12, 2026 at 11 a.m. Central Time (U.S.)
Format: Live virtual webinar
Cost: Free for NAMA members, $50 for others (NATIONAL AGRI-MARKETING ASSOCIATION)

The session is hosted by the National Agri‑Marketing Association (NAMA) as part of its ongoing webinar calendar of professional development for ag marketers. (NATIONAL AGRI-MARKETING ASSOCIATION)

 Focus & Objective

The webinar tackles the challenge of marketing across different generations — especially as ownership, leadership and buying behaviours shift within agriculture:

  • Why it’s important: As next‑generation farmers become more involved in decision‑making, marketers must craft strategies that connect with younger producers without alienating established ones. (NATIONAL AGRI-MARKETING ASSOCIATION)
  • The content explores what motivates today’s emerging farmers, including values, technology adoption and purchasing patterns, compared with older cohorts. (NATIONAL AGRI-MARKETING ASSOCIATION)
  • Speakers will also demonstrate how data‑driven tools like AI‑based dynamic personas can help brands better understand and engage evolving audiences. (NATIONAL AGRI-MARKETING ASSOCIATION)

This “across‑the‑divide” perspective is especially relevant in agricultural sectors where traditional practices coexist with rapid technological and demographic change. (NATIONAL AGRI-MARKETING ASSOCIATION)

 Speakers — Expertise Driving Insights

Darcy Schultz — Agriculture Growth Director, Goodway Group

  • Over 20 years’ marketing experience, 17 of those focused on digital and strategic advertising.
  • Brings a blend of traditional agricultural insights and modern digital marketing know‑how — helping brands bridge legacy and emerging audiences. (NATIONAL AGRI-MARKETING ASSOCIATION)

Andrew Warner — Account Director, Swanson Russell

  • 25+ years’ experience in strategic brand development across agriculture and B2B sectors.
  • Active NAMA leader and mentor with deep insight into connecting marketing strategy to audiences across industries and generations. (NATIONAL AGRI-MARKETING ASSOCIATION)

Comment:
The mix of digital strategy and strategic brand leadership underscores how marketers today must combine data literacy and human understanding to engage every cohort effectively. (NATIONAL AGRI-MARKETING ASSOCIATION)

 Case Examples — What Professionals Might Learn

 Case: Legacy vs Next‑Gen Farm Messaging

Many farm brands historically leaned on heritage and tradition in their communications. But as newer generations increasingly prioritise sustainability, technology, and values alignment, marketers face a double challenge:

  • Retain trust and relevance with established producers who value reliability and legacy.
  • Adapt messaging for next‑gen audiences who expect digital engagement, transparent values and personalised touchpoints.

NAMA’s webinar is designed to translate these generational differences into actionable marketing practice, something many ag marketers are already navigating in real campaigns. (NATIONAL AGRI-MARKETING ASSOCIATION)

 Industry & Expert Commentary

 Bridging a Marketing Gap

Agri‑marketing professionals often speak to both pragmatic purchasing criteria and narrative‑driven decision making. With a generational shift underway:

  • Younger farmers may prioritise ease of technology use, access to real‑time data and social proof.
  • Older producers often base decisions on experience, reliability and face‑to‑face relationships.

Experts emphasise that understanding these differences allows teams to tailor channel choice, message tone and creative strategy to each segment — improving resonance and ROI. (NATIONAL AGRI-MARKETING ASSOCIATION)

 Data‑Driven Personas in Practice

One practical example covered in sessions like this is the use of AI‑based dynamic personas — virtual profiles built from behavioural signals rather than guesswork. These personas allow marketers to:

  • Identify priority motivations for each generation.
  • Align content with how different groups discover, evaluate and decide on products.
  • Avoid one‑size‑fits‑all strategies that can underperform across diversified audiences. (NATIONAL AGRI-MARKETING ASSOCIATION)

 Why This Webinar Matters

 Key Strategic Takeaways

  1. Marketing is no longer one‑dimensional: Audiences differ not just by sector but by generation, values and decision pathways. (NATIONAL AGRI-MARKETING ASSOCIATION)
  2. Bridging the divide increases engagement: Brands that tailor cross‑generational campaigns can build loyalty across a wider customer base. (NATIONAL AGRI-MARKETING ASSOCIATION)
  3. Tools like AI can democratize insights: Dynamic, behaviour‑driven personas help marketers see beyond assumptions to real audience trends. (NATIONAL AGRI-MARKETING ASSOCIATION)

 Broader Impact

The focus on generational marketing reflects a broader shift across industries where:

  • Digital natives influence brand direction and expectations.
  • Legacy customer bases still demand trusted, familiar experiences.
  • Marketers need flexible strategies informed by data and empathy.

Agriculture — diverse in audience and deeply rooted in tradition — offers a particularly clear example of why generational understanding is no longer optional. (NATIONAL AGRI-MARKETING ASSOCIATION)

 Summary — Key Points

Topic Detail
Event NAMA webinar: Next Gen Farmers: Marketing Across the Generational Divide
When & Where February 12, 2026 — online
Speakers Darcy Schultz (Goodway Group); Andrew Warner (Swanson Russell)
Focus Bridging generational differences in ag marketing
Insights Generational motivations, segment‑specific messaging, AI personas
Why It Matters Helps marketers connect with both legacy and emerging audiences effectively

 

Categories: Digital Marketing, News