Animal welfare science generates important findings, but their impact depends on effective communication to farmers, policymakers, consumers and the public. Bridging the research-practice gap is a critical welfare challenge.
The impact of welfare science is limited not by the quality of research but by the failure to communicate it effectively to those who can act on it. Farmers often receive welfare guidance through extension services, industry bodies, or veterinarians — channels that vary enormously in quality and reach. Researchers tend to publish for academic audiences using technical language that does not translate to practice. Consumer-facing communication often simplifies findings to the point of misleading, or relies on emotional appeals that provoke defensiveness rather than engagement. Effective welfare communication requires tailoring message and medium to the audience, building trusted relationships with practitioners, and demonstrating practical pathways to change rather than simply describing problems.