Why 2026 Is The Year To Invest In Ag Marketing

By Anna Bewley

Content Specialist

October 2025

Turn hard times into smart wins with CoBright’s agricultural marketing team.

There’s no denying it - 2025 has been a tough year for Australian agriculture. High interest rates, global market pressures and unpredictable weather have truly tested farmers and put increased financial strain on agricultural businesses. With so many challenges at play, it’s easy to feel like the smart decision is to “pull back”, save your resources and wait for better times to ramp up your advertising again. But this is not your best move!

Factors Affecting the Agricultural Market

In 2025, significant economic, environmental and industry-specific challenges have disrupted the agricultural industry. These include:

End of the Instant Asset Write-Off - the write-off limit being reduced to $1,000 per asset, means that businesses are delaying large machinery upgrades and major purchases.
Rising Operational Costs - rising fuel prices, fertiliser costs and high interest rates has prompted many farmers to repair rather than replace their equipment.
Tariffs on Beef - Australia’s beef exports to China triggered a safeguard tariff in mid-2025, resulting in a 12% duty for the remainder of the year.
Erratic Drought and Floods - these extreme weather events have disrupted the production of numerous commodities and increased operational costs for farmers.
Structural Shifts in Farm Ownership - high land prices and succession pressures have seen fewer but larger more commercially focused operations emerging.

With many farmers and consumers prioritising operational resilience over major capital investments, there is actually more marketing opportunity than you might expect.

Let’s explain why…

You Need To Keep Marketing To Stay Competitive

Pausing your marketing efforts will actually cost you more than it saves. Going quiet means losing brand visibility and gives your competition more opportunity to make the sale. While it may seem like the “safe play”, it’s going to cost you big by 2029.

The truth is, farmers and consumers still need to operate in difficult conditions; they just have to be more selective about what they buy and who they buy from. Buyers are more likely to choose brands that remain active, stand by their products and show genuine support during challenging times. Retreating or stepping back can (and will) send the wrong message.

In 2026, effective digital marketing is all about strategic messaging. You need to position your brand as a reliable partner and offer meaningful value that resonates with your target audience. This may include new solutions, genuine support or timely promotions. The industry is forecasted to make a gradual recovery over the next three years and when this uplift arrives, customers will remember the brands that stayed engaged and adapted to meet their needs.

It’s Crucial To Plan Ahead To Stay Ahead

In today’s market, customer buying cycles are becoming longer, so it’s even more important to start advertising sooner. According to data from Farm Machinery Sales, “the average purchase journey for a customer in 2025 has stretched out to 164 days.” That’s over five months from the consumer discovering your product to actually making the sale!

Knowing this information means that we can more accurately and effectively plan your digital marketing strategy. With consumers being increasingly sceptical about the quality of products and more cautious with their money, it’s crucial to continue advertising and promote the “right message” in your advertising.

Remember: if you’re only marketing when you want the sale, it’s already too late! Strategic and sustained marketing in 2026 will significantly help lay the groundwork for more sales later next year and into 2027.

Strategic Communications Are Key In Tough Markets

While cash flow has been tight in 2025, producers haven’t stopped spending - they’re just prioritising value and long-term ROI. To capture these customers, your marketing messaging needs to:

Speak directly to customer challenges and offer a solution
Focus on beneficial outcomes, not just product features
Emphasise reliability, longevity and performance savings

In sectors like beef, wool and grain, market conditions are always changing and prices can be volatile. According to Beef Central, “there are always ebbs and flows, and with existing cattle prices and future industry forecast factors, the Beef Industry is in line for a good 12-18 months.”

With this in mind, it’s important to keep promoting your brand and emphasising messages of trust, support and leadership to set your business apart. Investing in marketing in 2026 means that you can truly position your product or service as the smart choice ( not just another option).

There Is A Current Shift Towards Digital Decision Making

With all the current market challenges, there is also an increased amount of succession planning happening within the agricultural industry. This means that a younger generation, who is more comfortable with and reliant on digital platforms, is making more business decisions. According to The IBIS World 2025 Shearing, Cropping and Agricultural Support Services Report, “consolidation and generational transition are driving greater professionalism and digital adoption across the agricultural sector.”

This younger, tech-savvy generation is especially receptive to businesses leveraging digital advertising. In 2026, there is a great opportunity to create meaningful digital content that will be more readily accepted by your audience.

By combining strategic messaging and real-world solutions online, your brand will be able to more effectively influence buying decisions amongst the next generation in agriculture. Brands that embrace digital advertising next year will also be better equipped to drive sales and foster long-term relationships with consumers.

Ready to Make 2026 Count?

While the industry may seem full of challenges right now, there’s actually a wealth of opportunity to use strategic marketing to boost your business’ performance over the next three years. The time to act is now! Decisions made today will shape your success for the year ahead. If you want to refine your messaging and digital advertising to position your business for a strong 2026, our CoBright Team is here to help.

Reach out to our team of Digital Advertising Specialists

Take your marketing to the next level in 2026!

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