Changing Attitudes and Behaviours

Human relationships with non‑human animals are often marked by a disconnect between animal-loving values and everyday practices. While many people express concern for animals, industrialised farming, persistently low welfare standards and meat consumption remain commonplace. Understanding this disconnect requires insights from psychology and behavioural science.

This research priority examines how people perceive, value and relate to non‑human animals across different contexts. Our work explores emerging innovations - such as cultivated (lab-grown) meat - to assess the emerging alternative proteins landscape and how it is perceived by the public. Our researchers aim to support more informed and ethical decision-making, helping to more closely align real-world practices with widely held concerns for animals.