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The working conditions for people are a key issue for the future of dairy production in Scandinavia. We can start by asking why it is so hard to attract young people to a future within agriculture and dairy production. If we can change the issues about money, professional pride, belief in the future, leadership, possibilities for personal development and life-long learning, and improve the working conditions - then we will attract attention from the younger generation. To reach this goal joint efforts are necessary. We need support from politicians, authorities, universities, organizations and others. On the farm level we need to modernize leadership and management and we need to offer personal development, life-long learning as well as improved physical working conditions. Even the technical developments, such as automatic milking systems, may help us to reach our goal and enhance the welfare of men and women as well as cows!