Values like sustainability, ethics and humane handling weigh heavily in the purchasing decisions of millions of shoppers around the world.

But how deep does this concern run? And how does a brand’s position on animal welfare influence consumer loyalty, reputation, and even profitability? Let’s explore the growing intersection between consumer perception and animal welfare, backed by studies and insights.

Let’s talk about ethical consumption

Consumers are becoming increasingly ethical in their buying decisions. The 2021 Edelman Trust Barometer found that 86% of consumers expect brands to take a stand on social issues, including ethics and sustainability. This shift is especially prevalent among Millennials and Gen Z, who seek out companies that reflect their personal values.

Why does this matter? Consumers who are aware of a brand’s commitment to animal welfare are not only more likely to support the brand but also act as advocates for it.

Perception and Trust

Trust is one of the most valuable currencies a brand can have, and animal welfare practices are closely linked to brand integrity. According to the Business Benchmark on Farm Animal Welfare (BBFAW) 2022, companies ranked highly for animal welfare transparency consistently performed better in consumer trust and loyalty surveys.

But it’s not enough for brands to simply claim they prioritize animal welfare—they need to prove it. Brands that provide clear, honest communication about their practices are more likely to gain consumer trust. Conversely, misleading claims (a phenomenon often called “greenwashing”) can severely damage a brand’s reputation.

Consumer willingness to pay for animal-friendly products

While animal welfare undoubtedly impacts brand perception, it also influences how much consumers are willing to spend. We often mentioned this in our previous articles: consumers concerned about how animals are treated, are often willing to pay a premium for ethically sourced products. This willingness to pay more reflects consumers’ belief that animal-friendly products are not only ethically sound but also of better quality.

What does this mean for brands? Investing in animal welfare practices can translate directly into a willingness among consumers to pay higher prices. For brands, this is a win-win situation: ethical practices increase loyalty while also justifying higher price points.

Future steps in brand-consumer relationships

Consumers today are not just buying products—they are buying into the values and ethics of the companies behind those products. Brands that prioritise animal welfare build stronger relationships with their customers, foster trust, and ultimately boost their long-term value. By being transparent, innovative, and committed to humane practices, companies can meet consumer expectations while standing out in a crowded marketplace.

As we move toward a more ethical and sustainable future, brands that embrace animal welfare will not only win consumer trust but also drive positive change in industries and businesses.