How millennials describe their decision-making process to leave their careers in agronomy retail in the Midwest region of the United States

Abstract

Millennial career decisions in agronomy retail reflect a dynamic mix of developmental, motivational, and contextual factors. This study investigates why millennials in the Midwest are leaving careers in this sector, focusing on how personal values, life stages, and workplace practices shape professional satisfaction and transitions. As rural agribusinesses face challenges in retaining younger talent, understanding these decisions is vital for sustaining the agricultural workforce. Grounded in Super's Life-Span, Life-Space Career Theory and Self-Determination Theory, the research combines developmental and psychological lenses to frame millennial career behavior. The study uses a qualitative design, with purposive sampling of 12 former agronomy retail employees in the Midwest. Data were collected through semi-structured interviews, concept maps, and analytic memos, then analyzed using an a priori coding strategy informed by existing literature. Findings reveal that work-life balance, limited growth, misaligned culture, and shifting personal priorities drove participants' exits from the sector. These insights challenge assumptions about generational loyalty in rural industries and underscore the need for agronomy retail to evolve alongside workforce expectations. This study contributes to theory and practice by clarifying how identity, motivation, and environment intersect in career decisions, laying the groundwork for more responsive and sustainable retention strategies in agriculture.