Amidst broad debates about the “New Green Revolution” in Africa, input-intensive agriculture is on the rise in some parts of Africa. This paper examines the underlying drivers of the recent and rapid adoption of herbicides and genetically modified seeds in the Burkina Faso cotton sector. Drawing on 8 months of ethnographic fieldwork in the Houndé region, this article contends that economic and cultural dynamics—often considered separately in analyses of technology adoption—have co-produced a self-reinforcing technological treadmill. On the one hand, male (...) farmers seek to increase cotton production in response to an economic squeeze. At the same time, broader cultural shifts toward individualism have created labor shortages as a result of families splitting apart, parents putting their children in school, and some women and young men refusing to provide free labor. Male cotton farmers thus increase production by turning to labor-saving inputs like herbicides, but these inputs create more debt, further locking farmers into intensive production. This article thus expands on the classic concept of the technological treadmill, demonstrating how economic and cultural processes intersect within a process of agrarian change to drive labor-saving agricultural technology adoption in the Burkinabè cotton sector. This expanded treadmill concept illuminates the complex dynamics compelling farmers’ choices to opt into input-intensive agriculture, and also helps explain rising farmer differentiation, as poorer farmers struggle to stay afloat and wealthier farmers expand. (shrink)