Welfare Science

Farmed Pig Welfare: Personalising the Issue for Consumers

Personalising pig welfare for consumers through individual stories and local farm connections drives welfare behaviour change.

Key Facts

Consumers who have named or observed individual pigs show significantly higher welfare concern
Farm visit programmes that connect consumers to pigs create lasting welfare attitude change
Pig welfare stories featuring individual pigs with names drive stronger responses than statistics
Local farm connection increases consumer willingness to pay for higher welfare products

Welfare Considerations

Abstract welfare statistics are less motivating than individual pig stories. Personalising pig welfare through named individual animals, farm visits, and local farm stories creates the emotional connection that drives behaviour change. Welfare communication that makes individual animals visible and relatable is more effective than population-level appeals.

What You Can Do

Visit a higher welfare farm if possible - direct connection with pigs changes perspective
Share individual pig welfare stories rather than statistics in welfare communication
Support farm visit programmes that connect consumers directly with farm animals