Utilizing action research to create change in the perception of a branching narrative on sustainability

This article explains how action research has been used to create a new intersubjective awareness of the phenomenon of sustainability among a group of farmers in Denmark. The question of creating voluntary democratic participation was crucial for all stakeholders in this project. Through a future workshop concept, the need for a new story about the industry was acknowledged and initiated. In this process, we managed to create new beliefs about being part of sustainable food production. The participants decided to rewrite the general narrative about agriculture in Denmark.