Learning to Speak their Language: Persona Creation for Grower-Facing Social Marketing Strategy about Voluntary Sustainability Programs

Increasing consumer demand for sustainable goods is causing the widespread introduction of voluntary sustainability programs (VSPs), where on-farm sustainable practices and data reporting is implemented in exchange for a benefit to the agricultural producer. The purpose of this study was to create personas of Texas High Plains cotton growers based on their VSP enrollment status and perceptions of VSPs. A mixed methods approach consisting of a card sorting activity, think aloud, and grower questionnaire, was completed with a sample of 30 cotton growers on the Texas High Plains. The results reported visual mental models of the sample, potential audience segments, and qualitative findings identifying the benefits, barriers, and motivators relevant to growers when they consider enrolling in a VSP. From the findings, seven audience personas emerged: industry advocate, marketing minded, already sustainable, future focused, oversight avoidant, farm focused, and uninformed. The personas presented in this study give communicators specific benefits, barriers, and motivators to target when recruiting Texas High Plains cotton growers to ultimately accelerate the adoption of these programs in the cotton industry.