Welfare Science

Pig Welfare Communication to Consumers

Consumer awareness of pig welfare is growing but requires accurate, evidence-based communication that motivates action without overwhelming with distress.

Key Facts

Research shows many consumers support higher pig welfare in principle but do not act on this
Emotional messaging can cause distress and disengagement rather than purchasing behavior change
Solution-focused messaging that empowers rather than overwhelms is more effective
Social norm messaging highlighting that others are choosing higher welfare products increases uptake
Welfare certification labels need consumer education to be effective purchasing signals

Welfare Considerations

Communicating pig welfare effectively requires understanding what motivates behavior change. Evidence-based communication strategies that empower consumers to make meaningful choices are more welfare-effective than distressing exposures alone.

What You Can Do

Share positive, action-focused pig welfare content rather than only graphic footage
Support consumer research informing effective welfare communication strategies
Engage food companies on front-of-pack welfare labeling and consumer education