The Role of Sustainability in Agricultural Machinery and Technology

Sustainability plays a crucial role for agricultural machinery related manufacturers (covering all aspects in terms of mainly environmental but also social, and governance related sustainability). When it comes to environmental sustainability, developments in “alternative engines” (using electrification, hybrid, hydrogen, and all kind of non-fossil fuel propulsions/drivetrains) play a crucial role.

When we look at the overall activities in 2025 (covering all manufacturers across the world), the 10 most active since the beginning of this year, and their share in global communication, are highlighted below.

As you can see John Deere`s overall share in activities and thus the communication around all of its activities is the highest (blue bar) including sustainability, and alternative engine related ons but all other developments too which we picked up since the beginning of this year.

You can also see that despite John Deere’s highest share in overall activities, on a global scale, represented by the communication around these which we pick up daily, its share when it comes to sustainability related developments, since the beginning of this year is rather low compared to other players who emphasise sustainability more strongly.

A large part of John Deere‘s sustainability related communication clearly relates to alternative propulsion forms like the electrification potential, also provide by its subsidiary KREISEL Electric.

Having a refined look at the activities of relevant players in the industry globally (across various dimensions) can actually provide interesting insights into communication/activity patterns. While Rostselmash e.g. communicates pretty intensively, it does actually not really focus on sustainability or alternative engine related developments at all.

This of course is based on the developments across 190+ countries, which we have picked up daily since the beginning of this year, and patterns change over different timelines.

Last Edited:
09/09/2025
Murat Unal
Murat Unal

Murat Unal’s research interest lies in Ecosystem Intelligence based on network science and latest advances in AI. His team has been providing Ecosystem Intelligence to some of the most well known organizations in the world since 2015 complemented by strategic business advisory services. By equipping corporate decision-makers, policy makers, institutional investors and many other clients with actionable intelligence, Murat and his team at SONEAN enable the early identification of emerging opportunities, and risks, across global markets and provide unique insights into the entire value chain of industries such as agriculture, sustainability (renewable energy and engine forms, Scope 1-3 emissions related strategies), construction machinery, lifting technologies, warehouse automation and intralogistics as well as many other sectors such as beauty/luxury. Taking advantage of this unique information, facilitates the development of robust, technology-enabled, strategic and tactical planning, optimising long-term positioning for future growth. Since 2015 his team's platform AGCUMEN (dedicated to agricultural machinery/technology and related topics), has been monitoring the global agricultural ecosystem daily, across 190+ countries, using network science and AI-technology, that covers a network of over 70,000 core organisations, with over 150 million unique events analysed as part of his knowledge graph approach.

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