Social Sciences - Working Social Sciences - Working with Peoplewith People

SociologySociology

WHATWHAT people do. people do. WHYWHY they do it. they do it. Peoples’ interactions.Peoples’ interactions. How communities How communities

influence individual influence individual behavior.behavior.

Who Will NRCS be Working With?Who Will NRCS be Working With?

Stream Bank ErosionStream Bank Erosion

Society is ChangingSociety is Changing

AgricultureAgriculture

DemographicsDemographics

CommunitiesCommunities

Farming PhilosophyFarming Philosophy

Cultural ConsiderationsCultural Considerations

Adoption-Diffusion CurveAdoption-Diffusion Curve

INNOVATORSWant highest performance availableMost independentHighly knowledgeable about their businessBest informed, most profitableEager for new solutionsWill buy an unproven concept

Adoption-Diffusion CurveAdoption-Diffusion Curve

EARLY ADOPTERSWant to be leaders in their businessWant to see it done before they but itAmong the more profitableInterested in new solutions

Adoption-Diffusion CurveAdoption-Diffusion Curve

EARLY MAJORITYWant to stay ahead, but not be the Guinea PigWant to buy from established, accessible suppliersProduct needs to be easy to buyWant to know you have sold lots of them or have done it oftenWant improvement without inconvenience

Adoption-Diffusion CurveAdoption-Diffusion Curve

LATE MAJORITYDon’t want to fall too far behindWant no glitches, need a thoroughly proven performerPrice buyers above allWant to buy locallyAbsolute simplicity of purchase and use is critical

Adoption-Diffusion CurveAdoption-Diffusion Curve

LAGGARDSReluctant to make the changeMost fearfulLeast well-informed about their businessAdopt innovations when they can’t be avoided any longerOften least profitable

Adoption-Diffusion CurveAdoption-Diffusion CurveINNOVATORS•Want highest performance available•Most independent•Highly knowledgeable about their business•Best informed, most profitable•Eager for new solutions•Will buy an unproven concept

EARLY ADOPTERS•Want to be leaders in their business•Want to see it done before they but it•Among the more profitable•Interested in new solutions

EARLY MAJORITY•Want to stay ahead, but not be the Guinea Pig•Want to buy from established, accessible suppliers•Product needs to be easy to buy•Want to know you have sold lots of them or have done it often•Want improvement without inconvenience

LATE MAJORITY•Don’t want to fall too far behind•Want no glitches, need a thoroughly proven performer•Price buyers above all•Want to buy locally•Absolute simplicity of purchase and use is critical

LAGGARDS•Reluctant to make the change•Most fearful•Least well-informed about their business•Adopt innovations when they can’t be avoided any longer•Often least profitable

Reasons for Not Doing ConservationReasons for Not Doing Conservation

UnableUnable• Too expensiveToo expensive• Labor requirements too highLabor requirements too high• Managerial skills inadequateManagerial skills inadequate• Planning horizon too shortPlanning horizon too short

UnwillingUnwilling• Information conflicts or inconsistentInformation conflicts or inconsistent• Poor applicability/relevance of informationPoor applicability/relevance of information• Belief in traditional practicesBelief in traditional practices• Increases riskIncreases risk

Understand your ClientUnderstand your Client

Willing but UnableWilling but Unable Able & WillingAble & Willing

Unable & UnwillingUnable & Unwilling Able but UnwillingAble but Unwilling

Willing but UnableWilling but Unable

Financial AssistanceFinancial AssistanceTechnical AssistanceTechnical Assistance

Able & WillingAble & Willing

Technical AssistanceTechnical Assistance

Unable & UnwillingUnable & Unwilling

??

Able but UnwillingAble but Unwilling

Case StudiesCase StudiesField ToursField Tours

Landuser TestimonialsLanduser Testimonials

Assist your ClientAssist your Client

Credibility and Trust with PublicCredibility and Trust with Public

1.1. The MediaThe Media

2.2. Friends and FamilyFriends and Family

3.3. Environmental GroupsEnvironmental Groups

4.4. EducatorsEducators

5.5. Community LeadersCommunity Leaders

6.6. Government and IndustryGovernment and Industry

Where does the public get their information?

Individual Adoption Process

1. Awareness1. AwarenessAn individual becomes aware of some new idea. An individual becomes aware of some new idea.

Individual Adoption Process

2. Interest2. InterestThe individual wants more information about The individual wants more information about the idea or practice.the idea or practice.

Individual Adoption Process

3. Evaluation3. Evaluation The individual makes a mental application of The individual makes a mental application of the new idea or practice.the new idea or practice.

Individual Adoption Process

4. Trial4. TrialIf they decide that the idea has some potential, If they decide that the idea has some potential, they will try it on a “small-scale”.they will try it on a “small-scale”.

Individual Adoption Process

5. Adoption5. AdoptionIf successful, the practice will be incorporated If successful, the practice will be incorporated into the farm. into the farm.

Individual Adoption Process

6. Adaptation6. AdaptationThe technology or practice is accepted and The technology or practice is accepted and modified to fit the farm.modified to fit the farm.

Individual Adoption Process

Farmers may not be aware of or understand:Farmers may not be aware of or understand: On-farm resource problems.On-farm resource problems. Off-farm costs of resource problems.Off-farm costs of resource problems. Benefits of conservation.Benefits of conservation. Sources of assistance.Sources of assistance. Variety of conservation systems.Variety of conservation systems. Voluntary, site-specific conservation plan.Voluntary, site-specific conservation plan.

Obstacles to Conservation Adoption

Farmers may not have technical information on:Farmers may not have technical information on: Selection of specific tillage system.Selection of specific tillage system. Importance of residue, water quality, air quality.Importance of residue, water quality, air quality. Adaptation of site specific conservation system.Adaptation of site specific conservation system. Management.Management.Weed and insect controlWeed and insect control

Obstacles to Conservation Adoption

Community Constraints:Community Constraints: Absence of support from peers.Absence of support from peers. Absence of community support.Absence of community support. Peer pressure against certain practices, Peer pressure against certain practices,

such as “trashy” fields.such as “trashy” fields. Unequal access to financial resources.Unequal access to financial resources.

Obstacles to Conservation Adoption

Social-Psychological Characteristics:Social-Psychological Characteristics: Traditionalism.Traditionalism. Aversion to risk.Aversion to risk. Lack of necessary management skills.Lack of necessary management skills. Independence.Independence. Negative attitudes.Negative attitudes.

Obstacles to Conservation Adoption

Organizational Barriers:Organizational Barriers: Insufficient cost sharing.Insufficient cost sharing. Conflicting messages from different sources.Conflicting messages from different sources. Walk-in clientele get the most assistance.Walk-in clientele get the most assistance. Farmers' confusion over organization’s roles. Farmers' confusion over organization’s roles. Farmers' belief they will encounter red tape.Farmers' belief they will encounter red tape. Lack of coordination among agencies.Lack of coordination among agencies. Lack of support from financial institutions.Lack of support from financial institutions.

Obstacles to Conservation Adoption

Economic Obstacles:Economic Obstacles: Lack of cash/credit for equipment or structures.Lack of cash/credit for equipment or structures. No market for conservation products.No market for conservation products. Heavy debt load.Heavy debt load.

Obstacles to Conservation Adoption

Landlord / Tenant Obstacles:Landlord / Tenant Obstacles: No communication about conservation.No communication about conservation. Each uses the other as a "convenient excuse”.Each uses the other as a "convenient excuse”. Some landlords are not experienced in farming.Some landlords are not experienced in farming. Have little appreciation for conservation.Have little appreciation for conservation. Cash rent encourages exploitation.Cash rent encourages exploitation.

Obstacles to Conservation Adoption

Farm CharacteristicsFarm CharacteristicsLarge scale farmsLarge scale farms

High gross farm salesHigh gross farm sales

Owner-operatedOwner-operated

Farmer CharacteristicsHigh incomeHigh educationGreater use of the mass mediaGreater organization participationHigh awareness of conservation problemsDesire to pass farm to childrenWillingness to take risksHigh number of agency contactsFull-time farmer

Adoption of Conservation Practices

• Costs & BenefitsCosts & Benefits• ComplexityComplexity• VisibilityVisibility• DivisibilityDivisibility• CompatibilityCompatibility• FlexibilityFlexibility

Characteristics of Conservation Adoption

Social Sciences can help you better understand WHAT people

do and WHY they do it

You need to be able to influence peoples’ interactions and build

support for conservation in communities

SummarySummary

Forms of RiskForms of Risk

RiskRisk- Will the proposed alternative aid/risk client participation in USDA Will the proposed alternative aid/risk client participation in USDA

programs? How about regulatory action?programs? How about regulatory action?

- What are the possible impacts due to a change in yield?What are the possible impacts due to a change in yield?

- Is there flexibility in modifying the conservation plan at a future date?Is there flexibility in modifying the conservation plan at a future date?- What issues are involved with the timing of installation and What issues are involved with the timing of installation and

maintenance?maintenance?- What are the cash flow requirements of this alternative?What are the cash flow requirements of this alternative?

- What, if any, are the hazards involved?What, if any, are the hazards involved?

- Rather, will the conservation plan contribute to the minimization of Rather, will the conservation plan contribute to the minimization of cash flow disruptions or debt?cash flow disruptions or debt?

The EndThe End