The Diffusion of Innovations model provides a visual understanding of how new ideas, technologies, or in our case, conservation agriculture practices, spread through a population. It also helps us segment our audience based on how they make decisions, and suggests ways we can better craft our messaging to appeal to specific target audiences. In this concept refresher, Luke Petersen breaks down this important theory that underpins NWF’s approach to improved conservation outreach.
This material is based upon work supported by USDA-NIFA, through the North Central Region SARE program under project numbers ENC20-194 and ENC18-169. USDA is an equal-opportunity employer and service provider. Any opinions, findings, conclusions, or recommendations expressed in this publication are those of the author(s) and do not necessarily reflect the view of the USDA.