1. Social Sciences - Working with People

2. Sociology  WHAT people do.  WHY they do it.  Peoples’ interactions.  How communities influence individual behavior.

3. Who Will NRCS be Working With?

4. Stream Bank Erosion

5. Society is Changing  Agriculture  Demographics  Communities

6. Farming Philosophy

7. Cultural Considerations

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

9. Adoption-Diffusion Curve 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

10. Adoption-Diffusion Curve 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

11. Adoption-Diffusion Curve 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

12. Adoption-Diffusion Curve 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

13. Adoption-Diffusion Curve INNOVATORS 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

15. Reasons for Not Doing Conservation Unable Too expensiveToo expensive Labor requirements too highLabor requirements too high Managerial skills inadequateManagerial skills inadequate Planning horizon too shortPlanning horizon too shortUnwilling 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

16. Understand your Client Willing but Unable Able & Willing Unable & Unwilling Able but Unwilling

17. Willing but Unable Financial Assistance Technical Assistance Able & Willing Technical Assistance Unable & Unwilling ? Able but Unwilling Case Studies Field Tours Landuser Testimonials Assist your Client

18. Credibility and Trust with Public 1. The Media 2. Friends and Family 3. Environmental Groups 4. Educators 5. Community Leaders 6. Government and Industry Where does the public get their information?

19. Individual Adoption Process

20. 1. Awareness An individual becomes aware of some new idea. Individual Adoption Process

21. 2. Interest The individual wants more information about the idea or practice. Individual Adoption Process

22. 3. Evaluation The individual makes a mental application of the new idea or practice. Individual Adoption Process

23. 4. Trial If they decide that the idea has some potential, they will try it on a “small-scale”. Individual Adoption Process

24. 5. Adoption If successful, the practice will be incorporated into the farm. Individual Adoption Process

25. 6. Adaptation The technology or practice is accepted and modified to fit the farm. Individual Adoption Process

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

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

28. Community Constraints:  Absence of support from peers.  Absence of community support.  Peer pressure against certain practices, such as “trashy” fields. such as “trashy” fields.  Unequal access to financial resources. Obstacles to Conservation Adoption

29. Social-Psychological Characteristics:  Traditionalism.  Aversion to risk.  Lack of necessary management skills.  Independence.  Negative attitudes. Obstacles to Conservation Adoption

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

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

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

33. Farm Characteristics Large scale farms High gross farm sales Owner-operated Farmer Characteristics High income High education Greater use of the mass media Greater organization participation High awareness of conservation problems Desire to pass farm to children Willingness to take risks High number of agency contacts Full-time farmer Adoption of Conservation Practices

34. Costs & Benefits Costs & Benefits Complexity Complexity Visibility Visibility Divisibility Divisibility Compatibility Compatibility Flexibility Flexibility Characteristics of Conservation Adoption

35. 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 Summary

36. Forms of Risk

37. Risk - Will the proposed alternative aid/risk client participation in USDA programs? How about regulatory action? - What are the possible impacts due to a change in yield? - Is there flexibility in modifying the conservation plan at a future date? - What issues are involved with the timing of installation and maintenance? - What are the cash flow requirements of this alternative? - What, if any, are the hazards involved? - Rather, will the conservation plan contribute to the minimization of cash flow disruptions or debt?

38. The End