Jackson Laux is a nine-year-old, ball cap-wearing, tractor-loving farmer from South Whitley, Ind., who’s taken the ag world by storm on TikTok with his signature blend of authentic storytelling and old-soul, downhome charm.

He’s also a hilarious—and inspiring—reminder of all the potential bottled up inside the next generation of U.S. farmers who will lead the industry in the years ahead.

“His genuine passion for farming comes through in every single video, and it really resonates with people,” explains Jennifer Anderson, Ag and Turf Social Media Manager, John Deere. “He’s more than a cute kid, he’s a person who has a great future in the industry, and his excitement about that is really palpable and contagious. People who watch his videos get excited about the future of farming, too.”

John Deere has designated Jackson its Chief Tractor Kid, and he’ll produce content for the company’s social media channels throughout 2025 as an ambassador for ag and the next wave of ag leaders.

“Social media brings us to the front door of next-gen farmers—those 18- to 35-year-olds who maybe aren’t yet running their own operations or buying equipment, but they are learning, becoming influential in purchasing decisions,” Anderson explains. “We want our brand to be one that they have a connection with, not just their parents and grandparents.”

Social Strategy Mirrors Leadership Transition

On the one hand, Deere’s partnership with Jackson is strategic. Young people tend to gravitate toward videos and other content produced by influencers—in other words, real people—compared to content from a faceless brand.

“While we market to current prospects, we also market to a younger demographic in order to build brand equity for when they eventually become buyers,” explains Brian Torrey, Ag and Turf Media Manager, John Deere.

The Jackson partnership goes deeper: It reflects the ways in which U.S. ag is changing as the on-farm and industry leadership baton is passed from senior generations to younger ones.

Although it’s hard to pin down such a vast and diverse demographic, Anderson and Torrey say, young people in ag tend to have some common characteristics they’re eager to support.

“We typically say [they are] 18- to 35-year-olds who come from a family farm, but honestly, it starts much younger than 18 and it can include all youth in rural communities,” Torrey says. “They have a calling to work in ag and want to make a go at it, despite all the challenges of starting a new farm. Like their counterparts in urban and suburban America, they are more comfortable using technology thanks to growing up with computers in classrooms, smartphones and social media networks.”

With his passion for farming and extensive equipment knowledge, Jackson is a huge help on his family farm in Indiana. Photo Credit: Quinn Kirkpatrick

One of the most foundational ways the next generation will transform ag in Illinois and beyond is through its intimate familiarity with—and eagerness to embrace—new technology that will drive better business, lifestyle and environmental outcomes.

“It’s becoming more important for farmers to use technology to make better use of their time and resources,” Torrey explains. “Understanding how to make the most of technology on a farm, and helping other farmers adopt and become advanced users of technology, is a growing opportunity. We see a lot of farm kids head off to college, major in agriculture and return home with a focus on modernizing the family farm through advanced technology.”

Capturing the imagination of up-and-coming youth is an opportunity the John Deere team continues to explore through its work with Jackson and similar social media outreach.

“Like my kids, they are on their phones more than me,” Torrey says. “So the best way to connect with them from an advertising standpoint is through social media apps plus streaming video and audio platforms. And since the phone is all about thumbing through content, they engage with the content that best resonates with their interests.”

Creativity Captivates Young Minds

To inspire the next generation of farmers, John Deere has used a variety of innovative marketing strategies including a dedicated YouTube channel at @JohnDeereKids, Anderson says. It also posts a unique mix of content to Facebook, Instagram, TikTok and X (formerly Twitter) to match the interests of each channel’s unique audience.

They’ve even branched into hands-on crafting.

“We did some unique things to launch our new 9RX 830 and the updated S7 Combines, which included a print ad in select farm magazines,” Torrey explains. “Depending on the magazine, the ad was a paper tractor or combine in pieces that the reader could tear out and build. We saw a lot of photos on social media of families doing this together. While it was an advertisement, it created a unique moment for families to spend time together.”

Another campaign featured a Transformers-style mechanical deer morphing into the new 9RX.

“That animation resonated incredibly well with nostalgic farmers and their children who are fans of the animated series and movies,” recalls Torrey, referencing the toys and spinoff media franchise that began back in the early 1980s.

But no surprise: John Deere’s top-performing video of late was an impromptu creation thought up by the marketing team at its 2024 Farm Progress Show booth. In the video, the company’s Chief Tractor Officer Rex Curtiss quizzes Jackson on whether the tractor parked next to him is the company’s biggest. As it turns out, it is.

“I knew that,” Jackson quips. As they exit the screen, fellow farmer-influencer Andy Pasztor, famous for his social media posts and line of Andy Clean soap, steps in for a cameo. (To hear the punchline, watch the full video on TikTok).

“It was proof our followers enjoyed it as much as we did,” Anderson says.

In addition to appearing in the company’s social media content, Jackson attends farm shows with John Deere. Photo Credit: Chris Sivertsen

Smiling Through the Challenges

There’s no question that farming isn’t easy, and it poses special challenges for the next generation of producers. Yet the presence of eager and enthusiastic young people in ag on social media provides a regular reminder of the many silver linings for those ready to tackle the challenges—and the opportunities.

“Today’s farmers and ranchers face rising fuel, land and input costs, and while that’s far from new, it does make starting out in the business even more challenging,” Anderson says. “Creators on social share inspiration, frustration, humor, new ideas and success stories, and use a medium that the next-gen farmer is already using—social media.”

When she considers the future of U.S. agriculture, Anderson says, she’s optimistic and excited.

“Is it too cheesy to say, ‘The kids are going to be all right?’” she asks. “Because while Jackson’s a very visible example, every time I get a chance to be around 4-H or FFA students, I am absolutely inspired. These kids are the hardest-working young people I know. I don’t know exactly what the future holds, but I know it is going to be a great one.

Photo Credit: Quinn Kirkpatrick