In 2007, an RHS study of young people aged between 13 and 18 found that 62% thought horticulture was another word for farming, while most said it was a career for "old or retired people".
Alternative livelihoods such as ecotourism and fish farming could provide an alternative to intensive crop farming, while better management of crops and irrigation and the adoption of alternative energy sources such as solar power would all contribute to environmental sustainability.