A new study suggests that farmers on TikTok have the potential to cultivate empathy around climate change, as many viewers responded to their videos with warmth and compassion. However, the study also found that the videos were not as successful at triggering cognitive empathy, where viewers critically engage with the content. Nonetheless, platforms like TikTok offer new opportunities for farmers to communicate with consumers and promote transparency in the agri-food sector. By fostering empathy and understanding between farmers and consumers, we can foster innovation, increase food security, and work towards a sustainable future.