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Jingwei Ke, Pexels

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The Matrix of Drivers: 2022 Update

May 2022

The Matrix of Drivers provides market intelligence and foresight into consumer trends and international agreements. Industry bodies can use this research to assess the magnitude of drivers affecting their sector (eg climate change, plant-based protein trends), anticipate change, and assist producers to adapt. Primary sector producers and entrepreneurs can use The Matrix to meet market demands or seek out new high-value, low-footprint opportunities, and avoid lurching from one trend to the next.

A new report updates the 35 key trends and challenges likely to impact land use in New Zealand, prioritised by primary sector experts for 2022. It compiles current, reliable sources of evidence, and the latest international consumer surveys.

The latest edition of the ‘Matrix of Drivers’ report finds that primary sector leaders agree climate change is the key challenge most likely to change land use in New Zealand, again placing it significantly higher in importance than all other factors, including the ongoing impacts of the Covid-19 pandemic.

The Matrix of Drivers: 2022 Update presents an up-to-date summary of 35 global issues, trends and innovations (the ‘drivers’) with potential to influence the agri-food sector in New Zealand.

The report contains four elements that together provide market intelligence and foresight into consumer trends and international agreements. The 2022 updates are outlined below:

35 key influences, ranked by experts
Open-access evidence base
International consumer preference studies
Eight future trends and challenges

Industry bodies and agribusinesses can use this research to assess the challenges affecting their sector, anticipate change, and assist producers to adapt. Primary sector producers and entrepreneurs can use this research to meet market demands or develop new land-use opportunities.

The research team identified 35 key drivers likely to impact farming in New Zealand. An initial list developed in 2016 has been expanded with each edition of the Matrix of Drivers report series, with one driver (public health) added in the 2022 report.

To assess the relative importance of these drivers, in November 2021 researchers surveyed agri-sector leaders, policymakers and academics, who were asked to rank the most critical challenges and issues.

Survey participants were first asked to freely list the most critical issues with potential to influence New Zealand land-use change or practice. With no prompting, climate change was identified as the most important issue by a wide margin, similar to the previous survey in 2019

The report was produced by the Agribusiness & Economics Research Unit (AERU) at Lincoln University with funding from the Our Land and Water National Science Challenge. This is the fourth report in this series.

Report for Our Land and Water

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