Photo: Robin Skjoldborg / Visitdenmarkrk

Key topics

The investigation of youth participation and opportunities in the Nordic food sectors focuses on the following key areas: the challenges and potential for increased engagement, potential good practices, support for future food producers and mechanisms aimed at boosting youth participation in food systems. The themes explored include:

The great expectations placed on young people as “agents of change”
The urban-rural divide,
Education, family and (digital) peers and
The future of work: reimaging food systems.

The great expectations placed on young people as “agents of change”

Achieving more sustainable food systems will require significant changes, especially among younger generations.

Chemineau 2024.

Young people are often seen as future leaders, recognised for their ability to adopt new technologies and their strong commitment to tackling environmental and social sustainability challenges. In fact, 60% of young people are concerned about future environmental issues, showing greater willingness to tackle climate change than their older counterparts.

Krajnc et al. 2022.

McCright, Dunlap and Marquart-Pyatt 2016.

This section explores the perspectives and roles of young people in our society, with a particular focus on the context of food systems.

The narrative of young people as the future leaders and agents of change

Wu, Snell and Samji 2020.

Kelly et al. 2022.

Kolleck and Schuster 2022.

portrays young leaders as embodying qualities of conscientiousness, technological competence, compassion and a strong commitment to sustainability, representing the leadership model of the future. For instance, one survey found that young people displayed significantly more courageous attitudes and greater willingness to tackle new challenges than older people.

Szydło 2017.

A growing number of young people are concerned about the impacts of climate change

Krajnc et al. 2022.

and are emerging as advocates for action. Through initiatives such as youth-led climate strikes, legal challenges demanding government action on GHG emissions and vocal advocacy campaigns, young people are shaping their collective future in the face of future challenges and signalling their determination to drive meaningful change.

Kelly et al. 2022.

According to a Danish survey, young people are more inclined than older generations to believe that individual actions – even those involving additional costs – can contribute effectively to combating climate change, rather than relying solely on technological advancements.

Minter 2018.

As a result, Nordic young people are often recognised as key drivers of sustainable change in the region.

Neergaard and Ravnbøl 2019.

Another study found that younger generations have higher expectations regarding implementation of the Sustainable Development Goals (SDGs). They are also more open to paying higher prices for sustainable products than older generations.

Yamane and Kaneko 2021.

Nevertheless, while young people may have recognised the seriousness of the situation, they often lack knowledge about the environment and ways to address the issues (such as the circular economy, industrial symbiosis and related approaches).

Krajnc et al. 2022.

Young people – often women – who are increasingly prioritising climate change on the political agenda often struggle to gain traction in formal political processes

Sloam, Pickard and Henn 2022.

and sometimes report facing obstacles in achieving meaningful local influence.

Abiri 2021.

In Sweden, only two in ten young people are convinced that they can influence local decision-makers

Mucf 2021.

Berlina 2023.

while many young people in the Baltic countries do not consider social and political activism to be particularly significant to them. While one-third regard participation in civic actions as important, only one in four view political activism as an important goal.

“Youth Studies”, n.d.

The influence of youth perspectives in food systems is further complicated by the fact that consumer behaviour significantly shapes outcomes, increasing the risk of young people’s views being underrepresented.

Desiderio et al. 2024.

High Level Panel of Experts on Food Security and Nutrition, n.d.

An growing number of international organisations are developing youth advisory bodies to provide a youth-led perspective. The UN has noted that youth participation can be institutionalised by including young people in key decision-making arenas such as youth advisory boards, councils, networks, various forms of civic participation and informal knowledge exchange.

United Nations Youth, n.d.

Ozer et al. 2018.

One example of this is the Baltic Sea Region Youth Forum, which gives young people a platform to voice their opinions and influence policy development.

Council of the Baltic Sea States, n.d.

Another example is the youth-led Act4Food campaign, which amplifies young people’s voices on issues related to global food systems.

Act4Food, n.d.

More support for youth participation in rural and urban organisations could ensure governance representation in matters related to food systems and lead to more youth-oriented policies.

Youth engagement requires continuous investment in both financial and human resources to ensure active participation. Participatory structures must be purposeful and underpinned by clear planning processes and regular feedback mechanisms.

Mucf, n.d.

Achieving greater youth participation also requires the development of essential skills and competencies to achieve the relevant goals.

Kjellander et al. 2023.

Berlina 2023.

Limited access to formal decision-making processes often leads to young people favouring alternative forms of political engagement,

Krajnc et al. 2022.

for example strategic use of social media to broaden the scope and impact of their advocacy. By promoting sustainable lifestyles, forming movements and becoming influencers, young people can influence policies and present their perspectives more directly.

Neergaard and Ravnbøl 2019.

A recent literature review shows that internet influencers have the strongest impact on spreading climate change-related news on TikTok. Conversely, governments play a pivotal role in shaping responses to climate-related disasters.

Sun et al. 2024.

An analysis of youth engagement in civic activism reveals notable differences across Nordic countries as illustrated in Figure 7. While young people in Denmark demonstrated the highest levels of activity in “creating or signing a petition” (a trend also observed among Finnish youth), Swedish young people predominantly expressed their opinions through actions such as boycotting or purchasing specific products, thereby leveraging their collective consumer influence.

A study on youth engagement and food system transformation cautions against regarding young people as agents of change, arguing that we should not expect young people to be better equipped than older generations to address climate challenges on society’s behalf. This is due to their lack of productive resources (such as capital and knowledge) and influential voice in political platforms.

Glover and Sumberg 2020.

Figure 7: Youth (16-30 years) engagement in civil society. Share of participants in the survey. Source: Youth Survey, European Parliament, 2021.

Climate anxiety and mental health issues related to the pandemic and geopolitical instability have emerged as significant yet often overlooked concerns for young people.

Wu, Snell and Samji 2020.

Generally, older people in the Nordic countries report higher levels of happiness than younger individuals

Helliwell et al. 2024.

(although a recent study in Greenland reported higher well-being among young people).

Timlin et al. 2021.

A Danish survey shows that 61% of youth felt pressured, either by themselves or others, and 87% felt the need to perform to be accepted.

Amid these expectations, paired with growing opportunities for young people, the question remains: what are the perspectives of young people themselves? These questions should be raised by young people in relevant decision-making platforms.

The urban-rural divide

A significant proportion of food system activities take place in rural areas. A combination of declining interest in food systems and young people’s reluctance to live in rural areas raises concerns about skills and workforce shortages.

Leavy and Hossain 2014.

It is therefore crucial that young people see careers in the Nordic food systems as a viable and meaningful opportunity. The conditions experienced by young people in Nordic rural areas vary significantly. Key challenges include limited transport and accessibility (e.g. to education), a shortage of suitable housing (despite numerous vacant properties in rural areas), a lack of job options outside core cities, limited educational opportunities and ensuring there is a critical mass.

Figure 8 illustrates the population change among individuals aged 15–29 in rural areas,

The rurality of the areas is based on the Nordic Urban-Rural typology. The areas on the map are classified as “rural heartland” or “sparsely populated rural area”.

showing youth migration away from these regions. Finland exhibits the most intense outmigration of young people from rural areas, while the pattern in Norway varies by region. Nevertheless, the general decline of this age group across the Nordic Region poses challenges for the sustainability of food systems.

Figure 8: Change in rural youth population 2003–2023. Source: Nordregio calculations based on NSIs.

It is likely that young people move from rural areas to urban areas to pursue education or career opportunities.

Meijer et al. 2023.

This phenomenon, which is described as “learning to leave”,

Corbett 2000.

can be observed in all Nordic regions.

In Greenland and the Faroe Islands, rural youth frequently leave their home countries in pursuit of educational opportunities. Studying abroad is a necessity for certain professions due to the limited availability of local training opportunities. While local universities offer a diverse range of courses, students normally need to study abroad in fields such as veterinary science, medicine and engineering. Dedicated financial programmes and structures support students studying abroad, thereby promoting social equity.

Alexander et al. 2020.

Figure 9 illustrates the importance of education as a factor for mobility across different geographical areas (except for urban Iceland and Finland). With the exception of Denmark, there is a clear difference between urban areas and semi-urban and rural areas, suggesting that people in rural areas often struggle to find suitable educational opportunities, prompting them to relocate to pursue their desired studies.

Figure 9: Importance of pursuing studies as a reason for people (aged 25-39) to move or stay in their place of origin, based on respondents who had relocated. Source: Nordregio calculations based on survey data from the policy brief “Peripheral higher education in the Nordics Why? How? For whom?”, (Nordregio, Berlina and Maersk 2024).

It is important to note that the urban-rural divide is not gender-neutral. Often, there are fewer activities and local networks available for young women, and local career counselling is less frequently targeted at them compared to young men.

Rosvall 2020.

Furthermore, young people who decide to build their life in rural areas are often portrayed negatively as lacking ambition and agency by choosing a traditional and “boring” life over progress.

Meijer et al. 2023.

Given that young people are leaving rural areas, the labour market in many of them is not saturated

Meijer et al. 2023.

but it may require specific skills and competences that cannot always be acquired locally.

Meijer et al. 2023.

In our survey of young people in the five Nordic countries, we asked about their perceptions of various food-related professions (farmer, chef, nutrition assistant, veterinarian and food technologist). The results are presented in Table 1.

Percent responses supporting the statement	Farmer	Chef	Nutrition assistant	Veterinatian	Food Technologist
You can earn a lot of money	35	67	46	91	79
You will get the opportunity to start your own business	76	76	24	61	25
The job you do will make a positive difference in the world	83	48	76	93	83
It is a job that will make you happy	64	63	30	74	33
You can be physically active	91	55	18	56	14
You can be close to nature and work outside	92	5	4	63	14
You can be creative and innovative	64	91	29	25	63
I think people choose this to work in the same field as their family	79	33	8	18	7
It has a gender-diverse and inclusive working environment	59	50	41	69	54
You will have good colleagues and leadership	64	69	63	83	60
I would like to work in this type of job	21	17	5	31	6
I have heard good things about this type of job	57	42	18	63	17
I know people in this type of job	60	36	12	25	5

Table 1: Share of respondents who rated the listed statements as “true” (n=534).

While most respondents rate the jobs relatively positively, only a small number expressed the wish to work in the listed job categories. Generally, the farming and veterinary professions were viewed most positively. This may be influenced by the inclusion of students from agricultural schools in the survey in some countries. However, this difference was also pronounced among students from upper secondary schools and further education schools.

It is important to note that young people are leaving rural areas for many different reasons. While study and career opportunities are significant factors, social networks, upbringing, the type of rural area, social norms and narratives about places, life phase-changes and the level of motivation for studying also play a part. Research indicates that young adults also leave rural areas due to the social stigma associated with being a “rural stayer”. This stigma is linked to perceptions of stagnation, conservatism and “un-coolness”.

Mærsk, Thuesen and Haartsen 2023.

Many young adults express a desire to return to or remain in rural areas if opportunities are made available to them. However, they often require a period away to gain the necessary “symbolic mobility capital”. It is common during the study-life phase for young adults to relocate to “find themselves”. However, they also tend to prioritise pursuing their studies in a location that is relatively close to their place of origin, although not necessarily in the same rural area.

Mærsk, Thuesen and Haartsen 2023.

As highlighted in the literature, rural areas may be associated with social disparity and mental health issues. The levels of some psychological disorders, such as anxiety, trauma, developmental and psychotic disorders are at least as high as in urban areas, but often with fewer resources to address them. Some social problems, such as suicide, alcohol abuse and chronic illness, are even more prevalent in rural communities, which can also contribute to the urban-rural divide.

Bradley, Werth and Hastings 2012.

In addition, the rural-urban divide can be understood as part of a broader issue of “geographies of discontent”, whereby feelings of deprivation in comparison to other social groups contribute to a rise in support for populist leaders and movements. In economically struggling or socially vulnerable regions, populist politics are often driven by feelings of resentment.

McKay, Jennings and Stoker 2024.

The green transition may have intensified these sentiments in regions already marked by polarisation and stagnating economic development.

Diemer et al. 2022.

For example, the reforms implemented in rural Sweden from the late 1970s to the 1990s, led to a notable reduction in services like basic education, healthcare facilities, unemployment offices and petrol stations, resulting in Sweden being described as a nation with stark contrasts between depopulated rural regions and growing urban centres. This trend is not unique to Sweden. Similar disparities in development between rural and urban areas have been reported in other European countries, the USA, China and elsewhere.

Rosvall 2020

On the other hand, the green transition can result in increased employment opportunities within agriculture, fisheries and forestry through expansion of industries that provide biomaterials for energy. Overall, green transition policies are not anticipated to have significant adverse impacts on the Nordic national or personal economies and labour markets.

Tapia and Sanchez Gassen 2023.

This highlights the need for institutional settings that prioritise conditions for innovation and access to financial capital in these rural areas.

On a smaller scale, establishment of small-scale food enterprises that utilise cutting-edge technology, such as hydroponics or the cultivation of microalgae, offers new avenues for innovation. An example of this is Ocean Rainforest in the Faroe Islands, located remotely on one of the Islands, but attracting young people, particularly women with PhDs.

Furthermore, integration of agricultural practices into urban settings could also reduce entry barriers and encourage youth engagement, thereby fostering an atmosphere of innovation and acting as a catalyst for youth engagement in urban areas.

Workshop in Cēsis 2024.

An examination of how young people transition from the education system to the labour market reveals that urban areas have greater potential among young people, with transition rates being almost three times higher than those observed in rural areas. Figure 10 presents indicators of the transition from education to occupation,

The indicator tracks whether young people are still in school, have started working, are unemployed or are not in education, employment or training (NEET). No data were available from Iceland.

showing the proportion of young people (aged 15–29) in rural and urban areas that have transitioned or are in the process of transitioning from education to employment. The indicator provides some insight into how efficiently and quickly young people enter the workforce after completing their studies, highlighting challenges like delayed employment, underemployment and skills mismatches.

Figure 10: Share of youth (aged 15–29) in rural vs urban areas that have transitioned or are in transition from education to occupation. Data based on ILOSTAT (YouthsSTATS database).

The "transition from education to occupation" indicator measures how young people move from the education system into the labour market. It tracks whether young people are still in school, have started working, are unemployed or are not in education, employment or training (NEET). This indicator helps assess how efficiently and quickly young people enter the workforce after completing their studies, highlighting challenges like delayed employment, underemployment and skills mismatches.

The rural-urban divide is most evident in the concept of “emptiness”, which portrays rural areas as places disconnected from narratives of progress and from attempts to incorporate people and places as resources and beneficiaries into global capital flows. “Those who cannot start successful businesses – the only form of employment imagined by development planners and national elites – must leave.”

Dzenovska 2020.

To a considerable extent, the ability to start one’s own enterprise or take over the family enterprise has dominated the discourse on youth’s engagement in food systems in rural areas.

However, other more positive trends and developments can be observed, with rural areas increasingly viewed as an ideal spaces for young families to live.

Chmieliński et al. 2021.

Lifestyle factors such as “slow living” and clean air and high-quality local food are drawing young people to settle in these areas, either temporarily or permanently.

Reference Group Meeting 1 2024.

Furthermore, multi-locational living, which encompasses both leisure and work transitions, as well as seasonal work, can revitalise rural municipalities and regions by introducing new individuals and activities. This shift allows for reconnection with nature, fostering a more meaningful and purposeful life away from urban environments. Thus, the distinction between urban and rural areas is gradually becoming less pronounced due to the ease with which products and services can be delivered, particularly in the context of digitalisation and new forms of employment in the post-pandemic world. The impact of post-pandemic lifestyle changes is driven by the greater accessibility of digital services and high-speed internet. While rural areas lack the necessary attractiveness to retain young people, regional centres may offer a viable alternative to capital cities for educational opportunities. These regional centres of education are closely connected to regional labour markets and could reflect the specific needs of the area.

Nordregio 2023.

Education, family and (digital) peers

Education

Adolescence is the time when most people make decisions about their future career path.

Prescott et al. 2019.

It is therefore important to consider the context and environmental factors that influence young people’s relationships with food systems from an early age – school canteens, the availability of urban gardens and other external aspects of food systems.

“Nordic Nutrition Recommendations 2023” 2023.

Vicente-Vicente, Quintas-Soriano and López-Rodríguez 2022.

The learning process is not merely cognitive; it is also an emotional encounter that may have a lasting influence. There is limited research on the emotional significance of childhood learning experiences,

Jones and Davison 2021.

the integration of food systems education with STEM, humanities and digital courses in school and university curricula

Strong et al. 2023.

and the impact of the digital landscape on food systems, particularly its growing influence on young audiences.

Wendt-Lucas et al. 2024.

Comprehensive food systems education is on the rise in the Nordic countries, with Finland’s Tasty School model offering a valuable approach to food education in primary schools.

Laitinen et al. 2023.

In addition, a recently published book titled “Food Futures in Education and Society”, which focuses on food education, makes a notable contribution to the field of food education, addressing curriculum development, food psychology and sociology.

Lalli, Turner and Rutland 2023.

The Nordic countries adopt different approaches to food systems education. The Norwegian government has recognised that building a sustainable food system is closely linked to technology and science, making interdisciplinary thinking crucial.

Fjellheim et al. 2024.

Since 2020, Norwegian schools have started to apply holistic learning methods, with food serving as the theme that connects most subjects.

In 2021, the Norwegian University of Life Sciences (NMBU) launched the first master’s degree in urban agriculture in the Nordic Region, providing students with the opportunity to engage with urban agriculture and to learn about its potential for innovation. It also facilitates the development of networks with institutions such as municipalities, activists and corporate logistics centres, addressing relevant aspects of resilience and food security in urban spaces.

The recent Norwegian Strategy for Urban Agriculture has further reinforced the programme's relevance, with municipalities seeking student assistance for local strategy implementation.

Borges and Matthiesen 2024.

On the other hand, there is a dwindling interest in traditional food-related studies in higher education. For example, at the Norwegian University of Science and Technology, the Food Science, Technology and Sustainability programme has experienced a 54% decline in first-choice applicants over the last four years, while the Food Science and Nutrition programme has seen an eve steeper drop of 66% in the last four years.

Nordregio 2023.

In Denmark, Finland and Sweden the number of students pursuing food-related studies is either stable or gradually increasing at all levels of education.

Danmarks statistik 2023d.

Statistikdatabasen 2023.

Tilastokeskus 2023.

In Denmark there has been a decline in interest at the bachelor's level for fields such as biological and laboratory technologies, farming technologies, agriculture and environmental studies, while interest in agriculture and environmental studies has increased at the professional bachelor’s level.

At Kristianstad University College (Högskolan Kristianstad) in Sweden, interest in the food and meal science programme at the master's level increased by 60% in 2023.

Högskolan Kristianstad 2023.

In Finland, new programmes related to food systems are being launched, such as at the University of Turku, where a food technology programme will begin admitting students in 2024. The programme is designed to be cross-sectoral and includes both bachelor of technology and master of science options.

Virtanen 2023.

In Iceland, statistics show the most pronounced upward trend in student numbers in agriculture, forestry and fishery, with a rise from around 100 students in 2008 to approximately 250 in 2023.

Statistics Iceland 2023b.

Thus, while some institutions are facing a sharp decline in student enrolment, particularly in fields such as food science and sustainability, others are striving to innovate and adapt to the growing demand for interdisciplinary expertise in food systems.

Closer examination of the farming sector reveals that the agricultural labour force is characterised by lower levels of formal education and training

OECD 2023a.

or formal education that is not aligned with the relevant occupational requirements, as indicated by Swedish data. Accordingly, trends in programme diversity and student enrolment at the university level should be analysed within this context.

As shown in Figure 11, the proportion of farm managers with full agricultural training is relatively low, with these individuals predominantly located in more urbanised areas.

A map of europe with different countries/regions

AI-generated content may be incorrect.

Figure 11: Farm managers with full agricultural training,

Practical agricultural experience acquired through practical work on an agricultural holding
Basic agricultural training: any training courses completed at an agricultural college and/or an institution specialising in certain subjects.
Full agricultural training: any training course undertaken continuously for the equivalent of at least two years of full-time training after the end of compulsory education and completed at an agricultural college, university or other institute of higher education.

2020. Source: Nordregio calculations based on Eurostat.

Closer examination of the training data (see Figure 12) shows that hands-on experience accounts for the majority of agricultural training in Denmark, Finland, Sweden and Norway. In contrast, Iceland appears to invest more equally in agricultural training and basic training relative to the practical experience component.

Figure 12: Agricultural training of farm managers (2020).

While the past decade has seen increased enrolment in specific agricultural education in many OECD countries, enrolment in agricultural tertiary education is still low relative to other sectors.

OECD 2023a.

Education in food systems tends to be delivered in a more traditional manner (i.e. without highly technological and data-based knowledge).

The agri-food sector tends to have higher participation in informal learning and training courses, which are often offered by farm extension services, industry and farmers’ organisations. Accordingly, targeted informal agricultural training programmes can make a significant contribution to addressing the labour and skills imbalances in the sector. These informal training programmes can enhance the sector's appeal by aligning courses with evolving skill demands and offering lifelong learning opportunities for all workers.

OECD 2023a.

Informal educational opportunities in food systems across the Nordic countries vary significantly, reflecting differences in agricultural traditions, educational frameworks and involvement of the corporate sector. The region offers both formal and informal pathways for young farmers, ensuring diverse entry points into the sector, some of which are listed below:

Denmark offers a programme called “Uddannelsen som student” (Education as a Student), which is a vocational agricultural programme providing fast-track, 2.5-year agricultural training that combines classroom learning with practical experience on farms.
“Education as a Student”, n.d.
A Finnish company, Atria, offers a programme called Atria 100 Nuorta Tuottajaa, primarily targeted at young farmers, especially those in meat and dairy production. The programme is free of charge and includes training about farming and financial literacy.
“Atria 100 Young Producers Training Programme”, n.d.
In the Faroe Islands, Búnaðarstovan, the Faroese Agricultural Agency, is instrumental in administration of public grants for the farming community, as well as various other matters related to the government’s agricultural policy. It offers guidance on a range of topics, including financial management, education and environmental sustainability, to both young and experienced farmers.
“Faroese Agricultural Agency”, n.d.
Similar initiatives exist at Innovation Norway,
Innovasjon Norge
which manages a grant programme for student entrepreneurship at universities and colleges in Norway, providing funding to projects targeted at students aspiring to establish their own businesses. Additionally, to boost recruitment in agriculture, it runs a programme for young farmers seeking financial support for smaller investments to sustain and advance their operations.
The Swedish Board of Agriculture
Jordbruksverket
provides agricultural start-up support for new farmers aged up to 40, as well as compensatory support for farmers in areas with less favourable farming conditions. Such support is a compulsory element of the EU´s Agricultural Policy (CAP) and is also found in other EU countries.
An analysis in Lithuania showed that start-up support for young farmers helped mitigate the decline in national agricultural capital. Without support, the total number of agricultural holdings would decrease by 1.41%, indicating a positive impact of national or EU support for young farmers.
European Commission 2025.
European level public-private partnerships, such as EIT Food,
EIT Food
that are anchored in higher educational systems also provide early-stage grants for entrepreneurs in food systems, with specific support targeted at female students and young researchers.

In summary, the food systems education sector in the Nordic Region is undergoing significant changes. Formal educational institutions are seeking new, interdisciplinary ways to embed food systems education into broader contexts of sustainability and technologies. The corporate sector is developing a growing number of targeted courses in food systems education, thereby addressing gaps in formal education and providing young farmers with access to practical and financial skills training through informal learning platforms.

Family

The impact of family on the decision-making processes of young individuals has received relatively limited research attention. However, it can be argued that several factors – including culture, social roles, class and various status-related factors such as financial standing – affect how families influence the career and employment prospects of young people.

Dubois et al. 2019.

Hesselberg, Pedersen and Grønhøj 2024.

The role of the family in shaping young people’s pursuit of a career in food systems is particularly strong through perceived gender roles within the family, encouragement to follow certain career paths and, above all, the actual transfer of accumulated capital to descendants. The dynamics of succession – which often favours male descendants – influences young people’s motivations, challenges and opportunities, including their choice of career in food systems.

Boscardin, Breitenbach and Vaz 2023.

Daughters are less likely than sons to take over family businesses. Gender identity is associated with career trajectories, with women more likely than men to be employees rather than successors in a family firm, but no less likely to be founders than either employees or successors. Accordingly, “entrepreneurship is a gendered phenomenon”, which calls for everyone involved to be aware of their own biases – both family business owners when deciding on succession and women when choosing their own career options.

Feldmann, Lukes and Uhlaner 2022.

Our survey revealed notable gender differences (see Figure 13). Male students placed greater value than female students on the ability to start their own business, work in the same field as their family and be close to nature and the outdoors. In contrast, female students showed more interest in a gender-inclusive workplace and being able to make a positive difference to the world.

Figure 13. Student responses to the question: “What is important for me in my future job?”, by gender (n=530).

Not only entrepreneurship is a gendered phenomenon, but also employment. Despite rising levels of educational attainment, gender segregation in the labour market persists. Women often choose less prestigious roles and place greater value on jobs that align with planned family responsibilities, while men prefer high-paying or STEM jobs, which also reflects societal expectations.

Nungsari et al. 2024.

It is evident that the challenges and opportunities facing young men and women differ significantly. These discrepancies can be attributed to the influence of family on various aspects of their lives, including life choices, decision-making processes and access to capital. Additionally, it can be argued that their responsiveness to family expectations is also a contributing factor. However, this varies from country to country, even in a relatively small region such as the Nordic-Baltic region.

Youth Studies’, n.d.

The role of the family extends beyond the transmission of inheritance. Families exert a significant influence on decisions, knowledge and attitudes towards a range of matters and issues, not limited to succession. Family dynamics have a significant impact on various career-related constructs.

Lustig and Xu 2018.

Parental support plays a significant role in career development, particularly in its more general forms, such as praise and encouragement, which have a more pronounced impact on an individual’s career self-efficacy than merely practical support.

Jemini-Gashi and Hoxha 2024.

In this way, family perceptions significantly shape the perceived prestige of various professions.

Workshop in Cēsis 2024.

The fishing industry illustrates the challenges related to perceptions of certain professions within food systems – and how those perceptions change. Historically, fishers were perceived as strong and brave. However, this perception has shifted over time. Currently, fishers are often viewed as uneducated or even as modern-day slaves, which significantly diminishes the appeal of this sector for young people when making career choices.

Karlsdottir and Gudmundsdottir 2024.

The prestige and status of professions in the food systems are shaped by narratives that portray the struggles of families engaged in small-scale farming and their efforts to sustain and earn a livelihood from this activity.

Leavy and Hossain 2014.

It is therefore crucial to acknowledge the impact of collective discourses that significantly influence how the younger generation perceives food systems. Consequently, the prevailing paradigms must be challenged and reshaped to afford greater prestige and social respect to the various professions within this sector.

Family influence can be both “moral” and “material”. Occupational inheritance in agriculture is more frequent than in other types of businesses,

Šimpachová Pechrová 2017.

making it difficult for newcomers to enter the profession without access to inherited assets. Moreover, this dynamic poses an additional challenge when younger generations show little interest or motivation to take over the family farm.

The absence of successors has the potential to jeopardise the viability of individual farms and the resilience of broader food systems, particularly in regions where agricultural production is already facing demographic challenges and economic instability.

As shown in Figure 14, most Nordic farms are family-run. This finding underscores the significance of farm inheritance and the subsequent management of these agricultural enterprises. When considered alongside data on female farm managers (Figure 6), it suggests a potential correlation between the presence of a male manager and the consequent inheritance traditions of family-owned farms.

Figure 14: Distribution of farms (inheritance of family farms). Source: Eurostat Agricultural Census 2020.

(Digital) peers

It is often assumed that young people’s aspirations are shaped by their educational and career plans. However, young people often develop aspirations that go beyond education and work, reflecting a broader vision of what a “good life” means to them.

Nungsari et al. 2024.

Therefore, it is important to recognise the context-specific and diverse ways in which young people interact with food systems, rather than generalising their role as change agents.

Glover and Sumberg 2020.

A research paper on young people’s career choices highlights a division among young people according to their social status. Young people from a more privileged socio-economic background tend to be shielded from potential problems or risks, but often base their career choices on social norms instead of their abilities. On the other hand, working class youth demonstrate reflexive decision-making, which means they avoid limiting their options due to socio-economic status, but are also aware of financial and resource constraints that might hinder their progress.

Laughland-Booÿ, Mayall and Skrbiš 2015.

These differing aspirations illustrate how socio-economic background influences not only career decisions but also the definition of success for young people.

The analysis, presented in Nordic Youth as Sustainable Changemakers, highlights that young people are mainly inspired by their peers – friends and other young people.

Neergaard and Ravnbøl 2019.

The influence of political leaders on young people is limited. However, peer activists, bloggers, influencers, entrepreneurs and young professionals have a greater capacity to motivate and engage their own generation.

In our survey, male respondents stated that the family is their main source of information about future education and careers, while influencers or social media only account for a small share (see Figure 15). In contrast, significantly more females than males reported obtaining information from educational guides.

Figure 15. Distribution of responses from participants in the Nordic survey regarding their sources of information about future education and careers (n=530).

Regarding climate initiatives, young people can effectively mobilise and encourage other young people to take action through social media.

Boulianne, Lalancette and Ilkiw 2020.

It is important to consider the digital lives of young people, who are often referred to as “digital natives” due to their extensive, lifelong exposure to digital devices. This profound integration of technology into daily life, frequently within social and institutional contexts – such as educational institutions, sports teams, peer groups and families – presents a challenge to efforts to change individual behaviours, as these platforms are frequently sources of peer pressure.

Heidenreich and Breukers 2020.

Social media actors (and peers) become agents of secondary socialisation. However, as their content often reflects personal experiences with food rather than scientific knowledge, it becomes crucial to engage with such content critically. This is particularly relevant given the prevalence of misinformation on social media platforms.

Lalli, Turner and Rutland 2023.

While the broader impact of social media on adolescents and their relationships with food lies beyond the scope of this report, recognising the influence of social media is essential for understanding how young people relate to food and make career choices within the food systems sector.

The future of work: reimagining food systems

The Future or Jobs Report 2025 by the World Economic Forum states that “technological change, geoeconomic fragmentation, economic uncertainty, demographic shifts and the green transition – individually and in combination are among the major drivers expected to shape and transform the global labour market by 2030”.

“The Future of Jobs Report” 2025.

The agri-food sector and employment in food systems will be shaped by automation, digitalisation and increasing reliance on technologies. Concerns regarding the impact of automation on future employment opportunities have been expressed by a number of food systems stakeholders in the Nordic-Baltic region.

Workshop in Cēsis 2024.

Nevertheless, in the context of climate change, frontline jobs, including those in food processing, are predicted to see the largest growth in absolute terms, which will be a particular challenge in ageing and developing economies. The employment outlook for food scientists and technologists is positive in relative terms, with job opportunities predicted to rise by almost 25% compared to current levels. This is followed by more modest growth in jobs in food processing and related trades, as well as food and beverage service workers, where ageing and declining working-age populations appear to be driving growth in these roles.

“The Future of Jobs Report” 2025.

One defining characteristic of the new generation is its ease with technology and digital networks, which is often leveraged – whether for educational purposes or entrepreneurial endeavours. It is this technological fluency that sets Generation Z apart from previous generations (Gen Z: people born between 1996

Note that the precise time frame defining Generation Z is debated, with different organisations citing different years. e.g. the UN considers Generation Z as people born in 2000 or 2001 (Mărginean 2021).

and 2012).

Schwieger and Ladwig 2018.

Members of Gen Z are regarded as more open to international work and business ventures and as more entrepreneurial-minded overall, which is often associated with greater willingness to take risks. This is also thought to be a consequence of technological advancements and, more significantly, of the digital environment.

Mărginean 2021.

An important factor in the efforts to engage Gen Z in food systems is potential confusion about expectations. When considering what young people expect of their employers, fairness in the workplace emerges a prominent concern. High standards of ethical behaviour, transparency, fairness and respect are sought after. Equal opportunities for promotion, fair pay and access to professional development are regarded as important factors when choosing a job.

Schwieger and Ladwig 2018.

Our survey supports these findings. When asked what they considered important in their future jobs, job satisfaction, good colleagues and leadership ranked highest, followed by salary and a gender-diverse and inclusive working environment.

Figure 16. Share of respondents rating the corresponding attributes of jobs as “important” or “very important” (n=530).

In addition, members of Gen Z tend to seek job security and often prefer larger companies, which are perceived as offering greater financial stability. At the same time, they value relaxed, informal environments where they can speak their minds,

Mărginean 2021.

as underlined by our survey. Their willingness to start their own business compared to previous generations appears contradictory – in our survey, only around 30% of respondents considered the possibility of starting their own business important. There was a notable gender difference, with almost half of the male students putting emphasis on the possibility to start their own business, compared to only 20% of female students.

Overall, the new generation tends to place emphasis on and evaluate the role that the workplace plays in their personal lives, with values constituting a fundamental factor in their future employment choices. Consequently, the food systems employment sector must adapt in order to appeal to young people.

Members of Gen Z also tend to be highly self-sufficient, which means they are accustomed to searching for information and learning independently, without significant need for a supervisor to guide them. Based on our survey, this may be especially true for female students. Regarding their professional lives, members of Gen Z recognise that it is normal to face difficulties and even experience failure before ultimately achieving success. Furthermore, they tend to be skill-focused, often beginning to develop useful skills early in their lives.

Schwieger and Ladwig 2018.

On the other hand, research shows that they tend to enter the job market later than previous generations.

Mărginean 2021.

While job opportunities exist for young people, these positions are often not aligned with their career aspirations or educational background. This is particularly evident in rural areas and smaller towns, where most jobs are offered by local industries.

Abiri 2021.

In our survey, we asked the students about their plans following their current studies. Figure 17 presents the responses, broken down by gender. Most of the respondents aim to pursue further studies or enter employment, but notable gender differences can be observed: female students show a stronger preference for travel, while male students are more inclined to start their own business.

Figure 17. Student responses to the question “What would you prefer to do after your current education?” (n=530).

There has been widespread concern about young people entering the knowledge economy workforce without possessing the right skills and opportunities.

Cochran and Ferrari 2009.

While this concern most often relates to the 21st-century knowledge economy, with technological development calling for a highly skilled workforce, similar issues emerge in relation to manual work in the agri-food sector, which is experiencing disengagement among young people.

Leavy and Hossain 2014.

This may raise questions concerning sustainability of the labour market in Nordic countries for young people in particular. A sustainable labour market is one in which supply and demand for labour are balanced, where opportunities for future employment are flexible and where working conditions are of sufficient quality to promote long-term employment.

Nordregio n.d.

In the Nordic countries, several youth organisations assist young people entering the labour market. For instance, the Swedish organisation Fryshuset focuses on “work and entrepreneurship” and aims to lower the barriers to young people’s entry into the labour market.

Gretschel et al. 2023.

In addition, the National Youth Strategy in Sweden, in its renewed action programme for 2021–2024, identified the social and labour market inclusion of young people as one of its four key priorities.

European Commission 2024.

Career guidance in the Faroe Islands and Greenland emphasises collaboration and innovation in the formulation of national strategies for guidance and counselling. Innovation, particularly in the use of information and communication technology (ICT), plays a crucial role in overcoming geographical challenges and ensuring equal access to guidance services. Despite having small populations, Greenland and the Faroe Islands have been at the forefront of developing ICT-based solutions that benefit larger communities.

Alexander et al. 2020.

Hourly employment (or intermittent employment) is becoming increasingly popular among young people and is a flexible option for employers wishing to offer temporary work possibilities. Young people – especially those without work experience – take advantage of this opportunity as a way to enter the workforce.

Government Offices of Sweden 2021.

However, this type of employment lacks job security.

Specific policy recommendations to support young people in rural labour markets include establishing hybrid workplace opportunities, encouraging businesses to relocate to rural areas by providing grants, investing in innovation centres, establishing “rural internships” and fostering collaboration between local businesses and educational institutions.

Meijer et al. 2023.

However, the recommendations primarily address the technological aspects of the labour market and tend to overlook the manual work that is frequently required in food systems employment.

A multifaceted approach should be adopted, encompassing measures to enhance job accessibility, facilitate collaboration between educational institutions and local businesses and develop innovative solutions tailored to the unique needs of both rural and urban areas. Despite initiatives such as Fryshuset in Sweden and various agricultural support programmes in Norway designed to facilitate youth integration into the workforce, a significant gap remains between the available employment opportunities and the expectations of young job seekers. Furthermore, the migration of young people from rural to urban areas presents additional challenges for sectors that rely on manual labour. It is therefore essential to implement strategies that not only enhance job security for young workers but also encourage partnerships between educational institutions and local industries to drive innovation and resilience. Taking the above points into account, we offer the recommendations below for policymakers and stakeholders as potential entry points for fostering greater engagement of younger generations in food systems.