Welfare Science

Pig Welfare and Welfare and Cultural Change 2026 Final

Cultural change around pig welfare is accelerating in 2026, with shifting social norms reducing the gap between awareness and action.

Key Facts

Social norms around pork consumption are shifting in key demographic groups
Identity-based advocacy connecting food choices to values is proving effective with younger consumers
Cultural change operates through social networks and peer influence as well as individual persuasion
Film and media portrayals of pig intelligence and emotion are changing public perception
Cultural change is non-linear - tipping points can produce rapid, widespread shifts

Welfare Considerations

Cultural change is a welfare force multiplier that operates at scale without requiring individual persuasion for every consumer. Accelerating this change is one of the highest-impact advocacy strategies.

What You Can Do

Model welfare-conscious food choices in your social network
Engage with cultural and identity dimensions of welfare change in your advocacy
Support media and arts projects that humanise pig welfare for broad audiences