Effective communication about animal welfare science translates research findings into accessible information that influences producer, retailer, and consumer behaviour.
The gap between welfare science and welfare practice is partly a communication problem. Research that demonstrates the welfare cost of specific practices, or the welfare benefit of specific interventions, must be translated into forms accessible and compelling to the diverse audiences whose decisions affect animal welfare — farmers, retailers, consumers, and policymakers. Effective welfare communication is evidence-based but not limited to evidence: it engages values, social norms, and practical feasibility alongside scientific findings. The animal welfare sector has invested significantly in communication science, and the most effective campaigns combine factual accuracy with emotional resonance and clear calls to action.