The future of livestock farming: How social media is shaping U.S. public opinion on animal welfare and sustainability
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EmailPublic perception and trust play a critical role in advancing sustainable and ethical practices in animal agriculture.
Livestock farming in the United States is getting a lot of attention because people worry about its effects on animals, the environment, and overall sustainability. One modern farming practice that is becoming popular is called precision livestock farming (PLF). This technology helps farmers take better care of their animals. However, for PLF to be accepted by the public, people need to trust it.
Public trust is essential for PLF to succeed. This trust is known as a social license to operate—a kind of “green light” from society that says, "We trust you to do this responsibly." If people don’t trust technology, it won’t lead to meaningful changes in animal farming.
Today, people’s views on farming practices are shaped by concerns like animal welfare, antibiotic use and pollution from livestock farms. Social media plays a significant role in spreading these opinions, where users share their thoughts and information. Sometimes, strong feelings can have a more substantial impact than facts. When emotions are involved, it’s hard to change people’s opinions. This is why public support for new ideas like PLF depends on the agriculture industry engaging in open conversations, sharing clear information and showing ethical practices that align with public expectations before negative emotions take over.
Evolving public perceptions: Key trends in PLF attitudes
We surveyed 345 Americans about their feelings toward PLF in pig farming. We did our first survey in 2022 and followed up in 2024 with the same group. Our results showed that more people had a favorable view of PLF over time, especially its benefits for farmers, pigs and production costs. By 2024, more people believed that PLF could improve pigs' welfare (up 17%), lower production costs (up 16%), and help farmers (up 15%) compared to 2022. However, there was also an increase (up 8%) in people who thought PLF could separate farmers from pigs. This shows that while more people see the benefits of PLF, there are still some concerns.
Who shapes U.S. public views on PLF usage in swine farming?
Our research found that social media is the primary source of information about PLF, with 27% of people saying platforms like Facebook and X (formerly Twitter) shaped their views. Friends and family also influenced 26% of respondents, showing that personal connections matter in forming opinions on farming issues. The farming industry affected 24% of people's attitudes, meaning that messages from farmers and farming groups have a significant impact. In contrast, the government was the source for only 12% of people, suggesting that official information on PLF may not be as accessible or convincing as other sources.
Social media is a powerful tool in shaping people’s views on PLF, with platforms like Facebook and X (formerly Twitter) spreading information quickly. Friends and family also play a significant role, showing that personal connections matter when people form opinions on new technologies in farming. The farming industry has had a noticeable impact, helping people understand PLF's real-life benefits and challenges. However, government agencies and other sources had a smaller influence, suggesting that people may not view these sources as accessible or relatable.
As more people learn about PLF, they may start to consider how it influences their buying decisions. The future of livestock farming could greatly benefit from PLF, but for it to reach its full potential, it needs to gain public trust and align with what people care about—animal welfare, sustainability and ethical practices. By focusing on clear communication and addressing public concerns, the industry can move toward a more sustainable and humane way of raising animals.
This study was supported by the Michigan Alliance for Animal Agriculture, M-AAA Proposal ID: AA-22-0044.
