The availability of fresh water affects public health and living standards around the globe, yet water resources are being rapidly depleted by unsustainable human activities. Strained freshwater resources will perpetuate unless the public is made aware of the severity of water scarcity issues. Audience segmentation, used frequently by environmental communicators to target unreached groups, is a social marketing strategy that segments audiences with shared characteristics to inform the development of effective communication messages. The purpose of this study was to determine characteristics of audience segments based on their level of water conservation behaviors. An online survey of the United States general public captured levels of water conservation behaviors based on how consumers prepare to vote on policy and intent to engage in water conservation behaviors. Cluster analysis resulted in two audience segments: lower water conservation and higher water conservation. Further analysis indicated significant demographic differences between the segments. The lower water segment presented less education, more moderate or conservative political beliefs, and lower family income levels than the higher water segment. Communication messages for the lower water segment should align with these characteristics, including using less scientific verbiage, linking moderate and conservative perspectives with water conservation, and emphasizing economic gain/loss.

Increasing the adoption of sustainable agricultural practices can help maintain sufficient food production while reducing its environmental impact. To ensure this adoption, it is important to assess the research and training needs of those helping farmers and producers adopt sustainable agricultural practices. However, there is a gap in the literature related to the training needs of producers in the Western United States for sustainable agriculture. Needs assessments help organizations, such as the Western Sustainable Agriculture Research and Education (SARE) program and Cooperative Extension, to address the demonstrated needs of intended audiences. This study presents the results of a needs assessment with the objective of examining training needs and barriers to adoption to help direct extension programming for sustainable agricultural practices in the western region of the United States, to identify gaps, and to inform sustainable agriculture outreach programs. Using a modified Borich method with an inferential statistical method, the discrepancies between the level at which sustainable agricultural practice training competencies “should be addressed” and the level at which they were “currently being addressed” were examined. Competencies with the largest gaps included financial disparity, food waste, and policy/communicating with decision makers. The top three barriers to adopting sustainable agricultural practices included the potential for financial loss, perceived risk of adoption, and time investment associated with adoption. Results indicated that training needs varied and that these were not all on-farm training needs. The results imply that future funding from Western SARE and other groups looking to support sustainable agricultural food system efforts, may wish to focus on requesting proposals for programs that address these competency gaps and barriers in novel and supplementary ways in combination with existing programmatic efforts.

Seafood is a vital source of nutrition yet many consumers in the United States have been exposed to competing discourse about the industry’s environmental impacts, influencing consumption habits. Generation Z, a generational cohort whose members value the sustainability of their purchasing decisions, may have unique opinions regarding sustainable seafood given their sustainability values. This qualitative study explored Generation Z undergraduate students’ experiences with seafood and how they perceive the role of seafood in feeding people while sustaining the future natural environment. Data were collected using 11 focus groups in undergraduate classrooms. Researchers conducted an emergent thematic analysis and sufficient interrater reliability was established. Themes identified based on participants’ experience with seafood included geographic location, experience fishing or with fishermen, and seafood and family, implying place attachment and family identity were intertwined with consumption behaviors. Themes identified based on participants’ perception of seafood’s role in feeding people included sustainability, regulations, limited seafood consumption, and limited knowledge, implying Generation Z’s emerging status as the sustainability generation. Results indicate educators should focus on how sustainability can be emphasized in the classroom with clear actions undergraduate Generation Z students can take to improve sustainability.

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