The population size and age (population dynamics) can play a role in determining which jobs are available. In agriculture this means considering how many producers are available, when they will retire and how many people need to eat. Society also affects agriculture through shifts in the foods they want to eat. Macedonian farmers, for example, as a group have never been older. From 1991 to 2011 the average age of farm operators increased from 47.5 to 54.0 years of age, meaning that few young people are entering the industry. Currently, policies are needed to attract new entrepreneurs to farming and to transfer the farms into the hands of the next generation. Feeding more people is a serious concern in the agri-food industry. The issues that arise from needing to feed more people will be addressed by people in agri-food careers in the coming years. There is not a simple plan to tackle this challenge as the solutions will need to be created and adopted by many disciplines. Important agri-food divisions will need to develop solutions to feed 9 billion people, among which: science and technology, equity and distribution, local food systems, regulation and policies.

The social image of the agriculture depends on the media to define the realities of agriculture and the public has ranked the media as their primary source of information for food safety. Media focuses on topics such as: food recalls, environmental damage, harm to wildlife by pesticides, health concerns about genetically-modified crops, animal abuse and the troubles of factory farms and multinational corporations. This coverage has contributed to a distorted image that the agri-food sector does not care about everything from animal well-being to environmental sustainability. These misconceptions should be discussed thoroughly to be given a second thought because very rarely do we hear about the success stories and even more rarely do these positive stories become as virally shared as their negative counterparts. Media coverage that attracts attention is often sensational and misrepresentative of the daily care and precautions that represent the agri-food industry.

Some organizations share their success stories in the media. On a daily basis people in the agri-food sector are taking precautions for the safety of their customers, the health of the ecosystems they depend on for their livelihood and the comfort of their livestock. Even small changes like following an environmental farm plan make a big difference. One approach has been to tell the story of young farmers and their commitment to producing quality food for their local people. Although many efforts are made to follow best management practices in agri-food, the media does suggest the need to improve procedures. It is possible that some people are driven to a career in the agri-food sector by a desire to improve technology or methods. Other people may want to expose the myths to give a truthful image of agriculture to the public. The reason for exposing myths is that everyone deserves to have access to the information needed for an informed shopping experience.

But, the misconceptions are not only caused by the media. Misconceptions also result from failure of the agri-food sector to effectively communicate with the public. The public is not given enough information to consider the full impact of their purchases on the agri-food industry and areas of concern like the environment. However, it is unclear how a more complicated approach from the sector would impact the attitudes, perceptions and behaviours of different people. There is a risk that as people become overwhelmed and confused by agricultural decisions, they will oversimplify their purchasing decisions. Farming is often misunderstood because the decisions that farmers make are viewed as right or wrong.

In terms of social trends negatively affecting the agri-food careers we can also mention the fact that the word agriculture is not attractive. Universities claim that the word agriculture is uninviting. Public perception of agriculture is that the sector is labour-intensive, pays little money, does not allow holidays, uses little technology, and has little need for progression and innovation. Therefore, the possibilities in the agriculture industry are largely unknown and it is believed that farming and production are some of the only options for those who pursue a degree or a diploma in agriculture. The stigma associated with the word agriculture has led some universities and colleges to avoid using the term. Across Europe, agricultural degrees and programs are being replaced with titles such as: agroecology (U of M, UBC) or environmental biology and resource conservation (McGill). Even some agricultural departments were changed to the College of Land and Food Systems. To look at some best practices from the developed countries and to show the professionalism of agriculture, some universities have chosen to put the spotlight on their exciting programs. During tours and outreach at universities, specific programs are highlighted. For example, research in the Ontario Agricultural College is investigating plant life on missions in space. Another popular topic is green roofs.These exciting introductions may segue into understanding and appreciating the complexities of modern agriculture.