A Decade of Change in Agriculture Advocacy from 2015 to 2025

2015: The Early Days of Agriculture Advocacy on Social Media

In 2015, agriculture advocacy on social media still felt much like uncharted territory. We were nearly a decade into using Facebook and Twitter. Blogging tools such as WordPress were newer and gave us tools to share our stories directly with consumers. For many of us, the change from 2005 to 2015 felt like a revolution as social media gave us a way to answer questions, address misconceptions, and build trust far beyond our own communities. Where will we go in 2025 and over the next decade?

Advocacy in 2015 often felt reactionary. Our conversations were frequently shaped by headlines and corporate decisions, like Subway’s antibiotics policy change or Chipotle’s marketing campaigns targeting conventional farming practices. These moments ignited fierce debates and frustration.

One of the biggest stories I wrote about in 2015 was Subway’s announcement about antibiotic-free sourcing and their poorly managed response to farmers who spoke up on their Facebook page. It wasn’t just about their policy. It was about feeling unheard. That sense of urgency, of having to respond quickly and forcefully, defined much of advocacy in that era.

The Big Advocacy Themes of 2015

When I look back at agriculture advocacy a decade ago, a few major themes stand out:

• Reaction Over Intention: Much of our energy was spent responding to others’ narratives rather than creating our own.
• Corporate Influence: Messaging was heavily shaped by industry campaigns and organizational talking points.
• Battling Misinformation: Advocacy often felt like playing whack-a-mole with myths and half-truths.
• Searchable Content: Even then, it was clear that evergreen, SEO-friendly content would continue to answer questions long after it was published.
• Limited Platforms: Facebook and Twitter were dominant, and Instagram was just beginning to emerge as a tool for advocates.

The Top Advocacy Stories I Covered in 2015

As we entered 2015, Agriculture Proud reached a milestone of 1 million views (my brand that a major agricultural publisher has now stolen), a testament to the growing curiosity from consumers about farming and ranching. Aside from my posts responding to major headlines of the year, some of the most visited stories included:

These posts didn’t just go viral and fade away. They continue to be searched, shared, and revisited. They proved that answering simple, honest questions with clear, respectful answers mattered.

At the end of 2015, I shared three hopes for agriculture advocacy:

1. Create more searchable content that answers real questions.
2. Stop dismissing or insulting people with genuine concerns.
3. Build relationships with food companies and decision-makers before public crises emerge.

It felt clear what we needed to do. But how far have we come?

2025: A Bigger Stage, Bigger Opportunities, and Bigger Challenges

Here we are in 2025, a decade later. The world of agriculture advocacy looks vastly different. The community of advocates is much larger, and the conversations happen across more platforms than we could have imagined in 2015.

How is Agriculture Advocacy Better Today?

1. Individual Voices Have Flourished
In 2015, our messaging often echoed corporate talking points. Today, advocates have discovered their unique voices, adapting those messages and building trust through personal stories and creative content. Tools like Instagram Reels, TikTok, and podcasts allow advocates to share their stories in ways that resonate deeply.

2. More Conversations, Fewer Monologues
Back then, social media often felt like a broadcast stage – a place to post and walk away. Today, advocacy thrives in conversations as a constant piece of our daily lives. Live Q&A sessions, interactive stories, and short-form videos create space for dialogue, not just monologues.

3. A Broader Reach
Where Facebook and Twitter once dominated, advocates are now reaching audiences on TikTok, Instagram, LinkedIn, and even YouTube Shorts and streaming services. The toolbox is larger, and the audience is more diverse.

4. Empathy Takes the Lead
We’ve learned that patience and understanding build far more bridges than frustration and defensiveness. More advocates today respond with kindness, even in the face of criticism or tough questions.

But There Are Still Challenges

1. The Pressure to Perform
In 2015, virality often happened by chance – a timely blog post or an honest Facebook video catching fire. Today, the pursuit of virality can overshadow authenticity. The pressure to constantly create polished, engaging content is real and it’s exhausting.

2. Burnout is a Bigger Risk Than Ever
More platforms, more content, and higher expectations have made advocacy more demanding. Burnout isn’t just a risk. It’s something many advocates actively fight against.

3. The Noise is Deafening
Social media in 2025 is a crowded space. Breaking through the noise isn’t just about having a good story. It’s about telling it well, telling it often, and telling it in the right places as part of sharing your story and connecting with other people.

4. Trust is Harder to Earn
With misinformation and online echo chambers growing stronger, building trust feels harder than it did a decade ago.

Are We Closer to the Goals of 2015?

If I’m being honest, I’m not sure. The tools have improved, the community has grown, and many of us have found different ways to share our stories. The landscape has changed so much that it’s hard to measure progress by the same yardstick.

One thing I do know: There are more of us now. More voices. More stories. More opportunities to build connections and challenge misconceptions.

But there are also new questions to ask:

• Are we building the kind of trust we hoped to build in 2015?
• Are we focusing too much on algorithms and not enough on relationships?
• Are we prepared to support advocates facing burnout and fatigue?

Your Turn: What Do You Think?

This isn’t just my story. It takes a community.

• If you were involved in agriculture advocacy in 2015, what stands out to you now?
• If you’re newer to advocacy, what do you see as the biggest challenges and opportunities today?
• What are we doing better now? Where are we falling short?

I’d love to hear your thoughts. Drop a comment, share your perspective, or reach out directly.

Because here’s one thing I’m sure of: The future of agriculture advocacy isn’t about one voice. It’s about all of us, telling our stories where we are.

So, what’s your story? And who are you sharing it with?

Published by Ryan Goodman

Ryan Goodman works in advocacy and communications with a lifetime of experience in agriculture. He is a proud alumnus of Oklahoma State University and an avid mountain and trail runner. Ryan’s experience in the beef industry ranges from family farms and ranches in several states to large feedlots and non-profit policy organizations. Find Ryan on social media as @BeefRunner.
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