Beyond profit and planet: Exploring farmers’ lived social costs and benefits of digitalisation

Most existing research on digitalisation in agriculture concentrates on studying potential costs or benefits, such as improved efficiency in food production, reduced use of natural resources, and broader environmental gains at the societal level. In contrast, relatively little attention has been paid to the social changes brought about by digitalisation at the farm level. Research on this topic tends to be fragmented, often addressing issues in isolation. This article addresses that gap by exploring the changes in farmers’ social experiences, motivations, behaviours, and perceptions. Using an interdisciplinary analytical framework and 24 semi-structured interviews in different living labs across Europe, we explored their social experiences on three core dimensions: (i) farmer wellbeing, (ii) work organisation, and (iii) social interactions within and around farms. Our findings reveal a complex and dual reality. Farmers benefit from more efficient workflows, reduced physical strain, and enhanced decision-making. Yet, they also report increased mental pressure, shifts in traditional identities and routines, labour restructuring, and growing dependency on external technology providers. A recurring aspect is the demand for new digital skills, which affects inclusion and the autonomy of farmers and is also associated with fears and anxiety. By capturing these experiences, this study contributes to a better understanding of social effects experienced on farms by the digital transformation of agriculture. It provides a foundation for future research aimed at fostering farmer-centric technological development.