According to a new study conducted by Context Marketing, “animal welfare concerns” are a major driver behind consumer decisions when making food purchasing decisions. This study reports the findings of an online survey conducted in January, 2010 that included 600 respondents between the ages of 20 and 64, equally representing women and men, living in major metropolitan areas across the U.S. 90% responded that of the top three criteria of an “ethical” food product, humane animal treatment is one of them.
Studies like this one should help refute the popular notion that people just don’t care about animals. It should also serve as a resource for animal advocates to bolster their case for why our focus should be on animals and appealing to people’s empathy and concern for them. It can also serve as a good opportunity to address the humane myth since many consumers will be seduced by “humane” marketing, and animal advocates will need to effectively address this myth. For an in depth analysis of the humane myth, please check out our cornerstone page, Six Challenges to Humane Product Claims.
