As part of the aWISH Stakeholder Workshop Series, the aWISH project held an online workshop on 18 June 2026, bringing together experts and stakeholders to discuss the challenges of communicating animal welfare. The workshop was organised by CONSULAI, a project partner, in collaboration with FarmIN.
The session explored how animal welfare remains a complex and often contested concept, shaped by cultural, social, economic and ethical perspectives. These differences lead to diverging interpretations among stakeholders, making communication particularly challenging.
Participants also discussed the growing influence of social media, where images and short videos can quickly shape public opinion, often without sufficient context, contributing to simplified narratives and polarisation.
A key takeaway was the gap between scientific knowledge and public understanding. While animal welfare is supported by extensive research and well-established indicators, this evidence is not always effectively translated into clear, accessible messages, meaning discussions are often driven more by perception than by science.
The workshop further highlighted the shift towards a broader understanding of animal welfare, which increasingly includes both the reduction of negative conditions and the promotion of positive welfare indicators, reflecting a more holistic approach.
During the discussion, participants emphasised several key principles for effective communication, including the need to acknowledge concerns, rely on evidence, use clear and transparent language, and avoid defensive reactions, particularly when addressing sensitive topics. The importance of demonstrating concrete improvements in practice was also stressed as a way to build trust and credibility.
Overall, the session provided a valuable exchange on how to better connect science, practice and public perception, reinforcing the importance of effective communication in advancing animal welfare.
Watch the full workshop recording here!
