Narrative Sneak Peeks: What Are the Dominant UK Narratives About Other Animals?
This blog series will be sharing exciting insights from our ongoing narrative research at Animal Think Tank. In this post we discuss seven dominant narratives about other animals.
We're excited to be launching our newest blog series: Narrative Sneak Peeks! In this series we'll be sharing key takeaways from the narrative research that we're doing at Animal Think Tank. This will include longer blogs that offer a deep dive into our research, and shorter micro-blogs that provide key insights from our focus groups and data analysis. Our first blog reveals the dominant narratives held by the UK public that either support or undermine animal freedom.
As animal freedom advocates, when addressing the public about veganism and animal rights/freedom, we’re often met with a predictable set of counter-arguments. Questions like "But where do you get your protein?" or phrases like "Humans are omnivores by nature" have surfaced time and again in discussions about plant-based living. These recurrent refrains are not coincidental or isolated; they are manifestations of deeply rooted narratives that permeate our society, often going unchallenged and accepted at face value.
Understanding the problem is the first step towards addressing it. At Animal Think Tank, through focus groups and large-scale surveys, we have been working to identify which narratives are most prevalent in the UK. By pinpointing both the narratives that undermine the freedom of our animal cousins, and those that promote respect and understanding, we can be better prepared to effect change and shift the narrative landscape.
One research study involved a representative group of 500 individuals across the UK and used a comprehensive set of questions to explore their attitudes towards other animals. Through sophisticated statistical analysis, we were able to identify patterns in people's responses, which revealed several key narratives.
Seven dominant narratives
The concept of Sentience is prevalent in the UK public, with a considerable portion of respondents recognising the cognitive and emotional capacities of other animals. This awareness fosters deep respect and a demand for rights, echoing sentiments that it is morally unacceptable to inflict harm or suffering upon sentient beings.
In contrast, some narratives, like Economic Justifications, emphasise the perceived necessity of the meat, dairy, and egg industries, particularly for their role in sustaining rural economies. This narrative stresses the dependency of these communities on farming animals as an economic lifeline, often overshadowing ethical considerations.
Welfarism also features prominently, representing a viewpoint where the use of animals is deemed acceptable as long as their welfare is safeguarded. This narrative supports regulatory measures for 'ethical' treatment but does not challenge the fundamental ethics of using other animals for human purposes.
The Moral Lifestyle narrative, however, highlights a surprising majority that recognises the ethical merits and benefits of veganism. This perspective celebrates these lifestyles as markers of societal moral progress and essential steps towards alleviating animal suffering.
Despite the ethical endorsement of plant-based diets, the Meat-Eating Justifications narrative remains robust. Many still defend the 'naturalness' of consuming both plant and animal products, and staunchly believe that personal dietary choices should not be imposed on others. These justifications resonate with the '4 Ns'—Normal, Natural, Necessary, and Nice—as common defences for meat consumption.
Anthropocentrism is another dominant narrative, where humans are viewed as uniquely valuable and at the top of a natural hierarchy, and thus justified in exploiting other animals as resources. This belief in human superiority underpins the perceived right to own and use other beings.
Lastly, the Meat is Manly narrative captures a smaller, yet culturally significant, viewpoint that links meat consumption with masculinity and strength. While only a small percentage view abstaining from meat as a sign of weakness or femininity, a notable proportion acknowledges the cultural expectation for men in Western societies to consume meat.
If you would like to learn more about the research we did to uncover these narratives, you can read about them here.
How are harmful narratives sustained?
These narratives are reinforced across various societal systems—from advertising campaigns to legal and educational frameworks. For example, campaigns like the Agriculture and Horticulture Development Board's (AHDB) "We Eat Balanced" in the UK promotes the consumption of other animals and their milk. They utilise the meat-eating justifications narrative by highlighting essential nutrients that can be found in animal products and asserting their importance for a 'balanced' diet. Programs like the RSPCA Assured scheme draw on the welfarism narrative to set standards for better treatment of farmed animals. However, even these 'high welfare' standards often fall short, continuing to allow cruel and appalling practices, and by focusing on welfare rather than rights, such initiatives can reinforce the notion of animals as commodities. Finally, the deeply ingrained narrative of anthropocentrism is sustained through various means. Religious teachings often depict humans as having dominion over other animals, justifying exploitation based on divine sanction, and legal systems predominantly do not recognise animals as rights holders but rather as property.
How do we take control of the narrative?
The animal freedom movement is actively reshaping societal narratives through a variety of impactful strategies that demonstrate that change is not only necessary but already underway. Promoting plant-based lifestyles has gained traction through initiatives like Veganuary, a global initiative that persuades individuals to try vegan living each January, easing the transition for those curious about vegan diets and dismantling the myths underpinning the meat-eating justifications narrative. Organisations like The Wildlife Trusts educate the public on the importance of all species, not for their utility to humans but for their own inherent worth - tackling the anthropocentric narrative. Meanwhile, documentaries like Dominion and Earthlings expose the grim realities of animal agriculture with undercover footage, challenging the welfarist narrative pushed by the industry.
Why is this research important?
By quantifying and tracking these various societal narratives, we gain the ability to observe how they evolve. This means that we can measure the effectiveness of various interventions when it comes to shifting public attitudes towards a more ethical and compassionate view of our animal relatives. Through rigorous analysis, we can identify which strategies best foster understanding and respect, ultimately contributing to a cultural shift where the freedom and autonomy of all animals is valued and protected.
Every month, our Narrative team shares their knowledge in our Narrative Change for Animal Freedom Newsletter. To stay informed about upcoming events and access our latest research, sign up for this exclusive newsletter.