Science for decision makers: rural lifestyle landholders: implications for rural policy makers, natural resource managers and communicators

Rural policy makers, natural resource managers and communicators need to be aware of the nature of rural landholders, including the many rural lifestyle landholders in the more densely settled and better serviced parts of rural Australia. These kinds of rural landholders are variously referred to by terms like hobby farmers, peri-urban landholders, and small or lifestyle farmers, but they share the characteristic that while they live on rural properties, farming is not their primary occupation or income source and they have chosen to live on the land primarily for lifestyle reasons. They also form part of the groups now popularly described as 'sea changers' or 'tree changers', and those who are described as 'downshifting' from city lifestyles. Evidence from social surveys suggests that rural lifestyle landholders are an important segment of the rural population in many parts of Australia. In comparison to mainstream commercial farmers, these landholders may be distinctively different in their characteristics, values, attitudes and behaviour| they may raise new policy issues and challenges| and different communication strategies may be needed to engage them. These kinds of landholders and their activities may have important implications for rural land use policies, natural resource management, agricultural production, biodiversity, biosecurity and animal welfare. To communicate effectively and engage with rural lifestyle landholders, policy makers need to develop an understanding of their current values and interests, and use this understanding to identify appropriate communication channels, networks and messages that align with their interests.