Millennial Generation: Their Understanding of and Need for Information on Farm Animal Welfare
Travis Jansen (20415495)
Honours Thesis
Professor Von Massow
April 20, 2015
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Table of Contents
Abstract ....................................................................................................................................................p. 3
Introduction .............................................................................................................................................p. 4
Literature Review .....................................................................................................................................p. 5
Animal Welfare............................................................................................................................p. 5
Public Knowledge of Farm Animal Welfare.................................................................................p. 9
Farmer Perception of Farm Animal Welfare..............................................................................p. 12
The Millennial Generation.........................................................................................................p. 14
Gestation Stalls as a Case Study.................................................................................................p. 18
Materials and Methods..........................................................................................................................p. 20
Results.....................................................................................................................................................p. 23
Is the Millennial Generation Interested in Farm Animal Welfare? ...........................................p. 23
Does the Millennial Generation Access Information on Farm Animal Welfare? ......................p. 24
Where and how does the Millennial Generation get Information on Farm Animal Welfare? .p. 25
What does the Millennial Generation do with Information on Farm Animal Welfare? ...........p. 27
How does the Millennial Generation want to learn about Farm Animal Welfare? .................p. 29
Discussion...............................................................................................................................................p. 32
References .............................................................................................................................................p. 39
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ABSTRACT
It is critical for Canadian livestock producers to understand the attitudes and beliefs of today’s
consumers. The last ten years has shown an increase in the number of exposé videos that target
Canadian livestock producers. With these videos tarnishing the reputation of Canadian farmers, it
becomes increasingly important for the food industry to educate the public on mainstream farming
practices. In order to develop effective teaching programs, this industry will need to identify the
information needs of their various consumers. This quantitative survey study was done to identify the
Millennial Generation’s understanding of and need for information on farm animal welfare in Canada.
The Millennial Generation is an important population for the food industry as they represent the future
consumers of livestock products. This population is very different from previous generations and will
require specific education strategies that meet their unique needs. This study was aimed at answering
five key questions about this population: Is the Millennial Generation interested in farm animal welfare?
Does the Millennial Generation access information on farm animal welfare? If they access this
information, where and how does the Millennial Generation get it? What does the Millennial Generation
do with information on farm animal welfare? How does the Millennial Generation want to learn about
farm welfare? One hundred participants filled out the survey over two days of data collection at the
University of Waterloo Student Life Center. Millennials care about farm animal welfare, had accessed
information on the topic and wanted to learn more about it. The most popular way for participants to
access information about farm animal welfare was online through websites and social media. Most of
the information being provided to participants was published by animal welfare organizations and news
agencies. A surprising number of participants provided others with information on farm animal welfare
or had made suggestions to others about meat consumption based on farm animal welfare. Most
participants were interested in having more information about farm animal welfare available to them
and they wanted to learn about this subject by visiting a farm and by learning about it in a classroom.
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INTRODUCTION
Livestock producers must continue to address the changing needs that consumers have for
information on farm animal welfare. The industrialization of Canadian agriculture presents ethical
challenges to consumers, producers and governing organizations. This efficient model of production has
created an unquestioning demand for cheap livestock products; including but not limited to meat, eggs
and milk. Furthermore, larger farms, fewer farmers and increasing urbanization are making it harder and
harder for people to learn about the way that their food is produced. Combining this demand with a
population that is increasingly separated from agriculture develops a strong disconnect between the
consumer and how their food is produced. Despite this growing separation, exposé videos and recent
media publications from outside of the farming community are beginning to introduce the public to the
negative side of some livestock practices.
The Canadian food industry is being presented with the challenge of teaching people about the
constantly evolving work that they do. In comparison to other industries, agriculture and food are
unique because of the role that live animals play in providing products to our communities. In addition
to these exposé videos, Hughes (1995) outlines how urbanization and other factors have led to a change
in the type of relationship that most people have with animals. These changes have led to an increase in
public interest regarding the well being of all animals including pets, farm animals and wild animals. As a
result, consumers of animal products are concerned about more than just the price, appearance and
health of the meat and other products that they buy. Farm animal welfare is becoming increasingly
relevant as consumers and governments demand a higher level of care from producers. Given this
concern, it will become increasingly important for the food industry to help people understand the way
that their food is made. This means that the food industry must work to understand the needs of
different consumers and they way they take in information.
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The Millennial Generation is a consumer group of particular concern to the food industry. This
population reflects the parents and primary consumers of livestock products for the future. Presently,
post secondary students are representative of the Millennial Generation and the purpose of this study is
to develop an understanding of this population and the needs that they have for information on farm
animal welfare. Understanding this population will help the food industry modify their education
programs to better accommodate this population’s need for information. This will ensure that
Canadians understand the true way that farm animals are raised in their country. In return, farmers can
adapt their practices to ensure that they are raising livestock in a way that everyone is comfortable with.
LITERATURE REVIEW
Animal Welfare
Historically, there have been two approaches to evaluating animal welfare, the ethical approach
and the scientific approach. Fraser (1999) outlines the interconnected role that these two disciplines
share in addressing problems with animal welfare. He argues that despite sharing similar goals, these
two groups have often worked separate from one another. This disjointed effort has led to the work of
one discipline creating barriers for the other discipline and vice versa. An example of this is that ethical
writing tends to focus on the individual animal. This becomes a problem when the well being of one
animal begins to interfere with the well being of another. In contrast, animal welfare scientists must try
to address these ethical concerns while balancing the well being of entire populations. Despite these
challenges, Fraser argues that we are moving towards a more integrated field of research that
emphasizes effective communication between ethicists and scientists. This will allow ethicists to frame
their work in a manner that can be empirically addressed by the work of animal welfare scientists. A
collective effort towards improving animal welfare should improve the consistency of information that
the public is receiving on this topic.
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However, ethical heuristics still drive public concern about farm animal welfare. Fraser, Weary,
Pajor and Milligan (1997) outline three of the most common ethical frameworks from which animal
welfare is evaluated. The first is the belief that animals should lead a natural life and perform the
activities that they were designed to do (Rollin, 1993). The second is the belief that the animals
shouldn’t experience negative feelings such as fear or stress (Duncan, 2005). The third is the belief that
the animal should have access to food, water and shelter such that their biological needs are met
(2005). Vanhonacker, Verbeke, Van Poucke and Tuyttens (2008) highlight the different value that
farmers and citizens place on these concepts. Farmers tend to focus more on the biological needs of
animals. This is because they have physically seen what happens when the biological needs of these
animals are not met. Citizens, on the other hand, can only think about animal welfare conceptually. As a
result, they tend to focus more on the animal’s ability to be happy and live a natural life. While all three
of these approaches may seem intuitive, Fraser et al (1997) argue that they do not properly guide
research about farm animal welfare. This is because of the inverse relationship that these variables can
have with one another. For example, if I raise my pigs outdoors to try and provide them with a more
natural life, I am putting their biological needs at risk due to the increased chance of them getting sick.
The relationship between different ethical concerns has led to a number of definitions of farm
animal welfare. Duncan and Fraser (1997) suggest that these definitions have guided the different ways
that experts perform research and interpret their results. Fraser (2008) outlines how this diversity can
confuse the public as they look for definitive answers about animal welfare. He uses the example of how
two governments came to different conclusions about whether or not gestation stalls improve the
welfare of sows in pig barns. In light of public concern over the use of gestation stalls, experts in both
Europe and Australia were tasked with determining whether or not these crates should be removed
from farms. Experts in Europe concluded that gestation stalls reduce animal welfare while Australian
experts suggested that gestation stalls improve animal welfare. Based on this information, the public
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may interpret the results of these studies as being inconclusive. However, Fraser explains that the
different conclusions were a result of the different values each group used to evaluate animal welfare.
Experts from Australia emphasized the importance of biological functioning whereas European experts
placed greater emphasis on the affective states of the animal and its ability to carry out natural
behaviour. It is important for the public to understand that even at the highest level; conclusions about
farm animal welfare are not objective as they depend on the subjective value that people place on
either the biological, affective or natural well being of the animal
An alternative to balancing these ethical concerns is to place them in a hierarchy where
biological functioning comes first, followed by the animal’s affective state and then by their natural
behaviour. Dawkins (1990) offers a possible method of identifying the demand that an animal has for
things in its life. Using principles from economic analysis, Dawkins suggests that animals display inelastic
demand for biological needs. This means that the animal will continue to endure elevated levels of
suffering to have these needs met. For research, this suffering can be presented in the form of an
obstacle, barrier or deterrent that the animal must overcome. The work or suffering that an animal is
willing to endure for biological needs can then be compared to the work that they are willing to do for
other things. For example, if an animal is willing to endure the same amount of suffering to reach a
companion as it does to get food, then it is very important for the animal to have a companion. Dawkins
argues that the animal is willing to endure this suffering up until the point where it is equal to the
marginal benefit the animal receives. Similar to how companies hire to their marginal product of labour,
animals will only suffer to a point where their suffering results in pleasure that is equal to or greater
than the suffering they experience. However, Dawkins outlines several problems with this approach. The
first problem is that animals display different levels of desire at different stages in their lives. She uses
the example of a hen that is willing to endure a high amount of suffering in order gather materials for
her nest. However, she only displays this type of behaviour leading up to the point when she lays her
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eggs. Therefore, this type of research must be conducted over a long period of time in order to discover
how the needs of animals change. A second problem is that animals often make decisions that are not
beneficial to their long term well being. In light of these concerns, Dawkins emphasizes that these
principles should only be taken into consideration when discussing ideal living spaces for animals and
not be relied upon independently.
As an alternative to using the three ethical frameworks mentioned above, Fraser et al (1997)
provide an approach that focuses on the animal’s adaptations. This approach suggests two ways that
adaptations influence the welfare of farm animals. The first approach focuses on adaptations that
animals have developed but no longer require for survival. The problem with these adaptations is that
some of them come in the form of having a strong desire to perform certain behaviours. If this
behaviour cannot be performed it can lead to a decrease in the animal’s welfare. The example provided
is of calves that have developed the strong urge to suck in order to get milk from their mother’s udder. If
the calf is not required to suck in order to receive milk then it experiences a decrease in welfare. This
may happen if a farmer puts the calf’s milk in a pail. The second approach focuses on animals that are
placed in an environment that damages their health because they don’t have the necessary adaptations.
The example used is of pigs that are raised in barns where they are exposed to elevated levels of
ammonia gas. For most of its life the animal will show little or no sign of suffering despite the ammonia
causing significant damage to its respiratory system. The ideal environment would then be one where
the animal has the adaptations that correspond to the challenges that it faces. In this environment, the
animal should experience positive feelings because it has the tools to cope with its problems and by
using these tools the animal is expressing natural behaviour. Continued efforts should be made by the
food industry to facilitate an understanding of the different approaches that researchers take to
evaluate the welfare of animals.
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Public Knowledge of Farm Animal Welfare
If the food industry is going to effectively communicate information to the public they will need
to learn about the understanding that people have of how animals are raised and their perceptions, if
any, on their welfare. Efforts should be made to identify the public’s level of concern, how much they
want to know and the challenges of providing information to them.
While people generally care about farm animal welfare, their levels of interest vary depending
on the situation that they are in. Grunert (2006) outlines the conceptual relationships that people have
with farm animals and how this can shape their level of interest in animal welfare. As ethical people,
many believe that it is important to treat animals with kindness. However, when ethical people enter
the grocery store, animal welfare becomes less important as they tend to buy meat that is cheaper,
looks better and tastes better (McEachern, & Schröder, 2002; Vermeir, & Verbeke, 2006). Grunert
believes that this behaviour is a result of the two relationships that humans have with farm animals. The
first relationship is with the live animal and the second is with the meat that this animal provides.
Grunert describes how individuals switch from citizen to consumer without considering how their
actions as consumers can affect the well being of farm animals. Attempts to identify those who are
consistently concerned about farm animal welfare have taken a number of forms. One possible
suggestion is that conscious consumers are more concerned about farm animal welfare than others.
Vermeir and Verbeke (2006) identify the conscious consumer as being middle aged, having a high
income and above average education. Hughner, McDonagh, Prothero, Shultz and Stanton (2007) provide
a description of the organic consumer who is generally older, has children and is more likely to be
female. While organic consumers are not the same as ethical consumers, the requirements for organic
livestock often align with the welfare attributes that consumers tend to value (Hughner et al, 2007;
Vanhonacker, Verbeke, Van Poucke, & Tuyttens, 2008). Experiences and values also play a role in
creating the conscious consumer. Meuwissen, Van Der Lans and Huirne (2007) identified that those who
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are concerned about the environment, their health or animals in general are more likely to pay for meat
that is raised under improved welfare standards. Vanhonacker, Verbeke, Van Poucke and Tuyttens
(2007) also found that an individual’s job and experiences influence the meat that they buy. For
example, consumers who have jobs that involve livestock production are less likely to consider animal
welfare when buying livestock products. An alternative to this method of evaluating interest in animal
welfare is to analyze the amount of effort that people put into researching this topic. Verbeke (2009)
suggests that those who are more concerned about other characteristics of meat, such as health and
safety, will also be more likely to research information on farm animal welfare. Categorizing the public
into different segments is useful in directing communication provided by the food industry. Verbeke
(2009) indicates that if farm animal welfare is going to improve then it will be important to motivate
Grunert’s concerned citizens to evolve into concerned consumers. Vermeir and Verbeke (2006) suggest
that this can be done by providing more information to consumers that is directed at increasing citizen
involvement, increasing the availability of this type of meat and increasing the perceived effectiveness
of consumer behaviour in changing farm practices.
One of the challenges with providing this information is that ninety percent of Europeans
believe that they don’t receive sufficient information about farm animal welfare (European Commission,
2006). This presents a huge task to the food industry as they work to provide consistent and accurate
information to such a large population. What makes this task so difficult is that the literature on farm
animal welfare is generally confusing and difficult to access. As a result, Verbeke (2005) explains that
the public is often left to rely on the media for this type of information. Consumers then make
purchasing decisions that don’t necessarily reflect accurate information about farming. As a result, their
consumption patterns may change which may lead to modifications in the way that animals are raised.
This suggests a need for the food industry to provide more information to the public about the
way that animals are treated on farms. However, there are a number of challenges with presenting
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information to such a large number of people. For example, Thompson (2001) describes how
information about animal welfare must compete against other facets of meat production in an attempt
to gain attention from consumers, researchers and farmers. Characteristics such as human safety and
price are often given much more attention than the welfare of animals. Additionally, Duffy, Fearne and
Healing (2005) explain the significant costs that come with trying to reach such a large group of people.
In the past, high profile television shows and news programs were the only way to gain this type of
coverage. Verbeke (2005) suggests that this is a problem because the media and the public are generally
only interested in hearing about the ways that farming may have a negative impact on their lives. A
potential alternative to television is social media sites such as YouTube, Facebook and Twitter which
offer unique opportunities for more economic methods of effectively spreading information (Goodwin,
& Rhodes, 2009). However, this does not solve the problem outlined by Duffy et al (2005) where the
food industry does not collectively work to educate the public about farm animal welfare. Mainstream
and niche producers are constantly trying to undermine the welfare claims made by one another in an
attempt to protect their market share in the meat industry.
These challenges with delivering information are further exacerbated by the public’s selective
preference for accessing and absorbing information. Duffy et al (2005) outline how people are not
interested in learning about farm animal welfare and they ignore the information that is currently
available to them (Salaün, & Flores, 2001). McCluskey and Swinner (2004) provide the hypothesis of
consumers being “rationally ignorant” to try and explain the public’s lack of interest in food production.
This hypothesis suggests that people are only able to take in a certain amount of information so they
only look for information that is important to them. Applying this theory to farm animal welfare, we can
hypothesize that the benefits consumers experience from this information are not worth the time and
energy that it takes to get it. However, Verbeke (2005) explains that consumer interest in farm animal
welfare is dynamic and new information can have a significant effect on consumers, regardless of
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whether this information is true. Because the media generally publishes negative information about
farming, the food industry must work provide information that restores, maintains and builds public
trust in their practices. However, Verbeke warns that providing too much information may lead to
information overload. This can cause the public to feel indifferent about farm animal welfare and
decrease the confidence that they have in the information that the food industry provides.
Information overload will often be the result of a reaction that the food industry has had to
negative media attention. Verbeke (2009) emphasizes the importance of being proactive when
providing information about farm animal welfare. It becomes much more difficult to regain public trust
if the public is exposed to negative information about farming without having any base knowledge on
the subject. Hughes (1995) suggests that we should be educating people about food production as early
as public school. This would provide individuals with the information they need to make educated
purchasing decisions from a very early age. Despite the benefits that this solution provides, it does not
address the need to educate current consumers. Verbeke (2009) suggests the food industry focuses on
categorizing its consumers to try and find ways to provide the right amount of information, to the right
people, through the right medium.
Farmer Perception of Farm Animal Welfare
We can see that public knowledge and consumer behaviour can have a large impact on the way
that farmers raise their livestock. However, it is important to remember the role that farmers play in
improving the welfare of their animals. Meeting the different needs of farmers will be an important part
of implementing timely and effective improvements to farm animal welfare. There are a number of
factors that farmers consider when dealing with the welfare of their animals. In their article on farmer
participation in quality assurance schemes, Hubbard et al (2007) outline how farmers consider moral
obligation, financial incentives and legal requirements when making decisions about how they care for
their animals. However, there is extensive research to suggest that the best way to motivate farmers to
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improve the welfare of their animals is to provide them with an economic incentive (Bock, & Van Huik,
2007; Hubbard et al, 2007; Menghi, 2007). This economic incentive can be separated into two different
parts. At a base level, farmers must meet the minimum welfare requirements to gain market access for
their products. It is generally accepted that even farmers who are only meeting the minimum welfare
requirements still believe that by treating their animals better, the animal will perform better which will
result in increased profit (Bock, & Van Huik, 2007; Hubbard et al, 2007). However, Bock and Van Huik
(2007) suggest that farmers who are not receiving an economic incentive that is specifically related to
animal welfare tend to perceive animal welfare only in terms of biological health. When discussing
animal welfare they focus on providing food, water, and safety for their livestock. The second economic
incentive that comes from improving animal welfare is that it can provide access to niche markets. In
niche markets consumers are willing to pay extra for meat that comes from animals that are raised with
an increased focus on animal welfare (Hubbard et al, 2007; Bock, & Van Huik, 2007). Bock and Van Huik
(2007) highlight how farmers that sell meat within these markets focus more on things like the animal’s
comfort and their ability to express natural behaviour. Based on this information, it can be seen that
farmers who receive this second economic incentive tend to approach animal welfare in a manner
similar to the public. This suggests the possibility that other farmers may be willing to modify their
approach to animal welfare if they are provided with this additional incentive as well. Therefore, the
food industry should work towards convincing the public of the influence that they can have through
their consumption behaviour. This may cause an increase in purchasing from niche markets which will
provide more farmers with access to this economic incentive. However this suggestion is based on two
assumptions: 1the reason farmers focus on these welfare attributes is because of the economic incentive
that they provide and 2the welfare of animals will increase if the farmer focuses on their comfort and
ability to express natural behaviour.
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A good example of the relationship between the behaviour of farmers and consumers comes
from comparing two countries whose citizens have different levels of interest in farm animal welfare.
The Netherlands is generally quite concerned about the treatment of farm animals in their country. This
is proven by the country having a political party specifically devoted to animal welfare that has won
seats in their federal election (Bock, & Van Huik, 2007). Because of this, farmers in the Netherlands are
required to join quality assurance programs that guarantee the proper treatment of their animals.
Participation in these programs is what provides these farmers with market access for their animals
(Hubbard et al, 2007). Menghi (2007) discusses how a lack of public concern about farm animal welfare
in Italy influences farmers’ interest in the idea. In comparison to the Netherlands, Menghi (2007)
outlines how pig farmers in Italy are generally unaware of any quality assurance schemes and three
quarters of them have never considered joining a program that provides accountability for the well
being of their animals. This comparison suggests that an increase in public interest leads to an increase
in farmer participation in animal welfare assurance programs and ultimately an increase in farm animal
welfare.
Millennial Generation
A general approach to categorizing any population is to separate them into generations.
Defining generations can be useful when trying to understand trends in their behaviour. Separating
groups of people based on their shared life experiences can be helpful in understanding what they do,
how they do it and why they do it. While this generalization can be helpful, it is important to remember
that there are vast differences between individuals in any “defined” generation and researchers should
be careful making absolute conclusions about such a large group (Taylor, 2005; Bolton, Parasuraman,
Hoefnagels, Migchels, Kabadayi, Gruber, & Solnet, 2013).
There are several defining characteristics of the Millennial Generation that separate them from
their predecessors, Generation X and the Baby Boomers. The first is the year they were born. While the
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exact year that the Millennials were born is loosely defined by a number of scholars, it can be
generalized as between the year 1979 and 2000 (Downing, 2006; Papp, 2010; Chaudhuri, & Ghosh 2012;
Boltonl et al, 2013). The food industry should be particularly concerned about this generation as they
represent the parents of the next few decades and by extension the primary consumers of livestock
products. Sweeney (2006) describes the effects of being raised within this time frame and how
technology has had a large impact on the Millennials’ behaviour, perceptions and preferences. He
believes that Millennials are impatient, feel entitled, expect instant gratification for their efforts, are
comfortable with technology and are highly adaptive. Consistent with Sweeney’s description, Papp
(2010) outlines the increasing preference of Millennials to perform a large number of activities online, at
their own convenience. These include tasks such as taking virtual tours, shopping, learning and
socializing. The amount of time that Millennials spend online has led to extensive research discussing
the Millennials’ online experience. Examples of this research include the way that Millennials access
information online (JISC, 2008; Considine, Horton, & Moorman, 2009), the way they use social media
(Bolton et al, 2013), and how technology has changed the way that Millennials get involved in their
communities (Bennett, 2007).
There are several characteristics of the Millennials that warrant attention when it comes to the
way that they access information. Downing (2006) outlines how Millennials prefer the quick speed of
the internet when doing research. He suggests that they are willing to sacrifice the quality of their
results for the convenience that the internet provides. This is consistent with the characteristics of being
impatient and expecting instant gratification as described by Sweeney (2006) and Taylor (2005). The
Joint Information Systems Committee (2008) describes how this impatience extends beyond simply
choosing the internet to find information but also to how Millennials scan the internet for content. They
believe that Millennials skim through webpages very quickly and if they aren’t satisfied with what they
find then they move on to the next website or article. The major concern of this committee is that
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because Millennials are quickly jumping between information pages, they aren’t spending very much
time analyzing the information or evaluating the credibility of its source (2008). Considine et al (2009)
present an additional problem by outlining how the internet has blurred the lines between publishers
and consumers of information. This makes it difficult to know what is fact and what is opinion. While
Millennials have extensive access to information, Considine et al (2009) warn that “hands on isn’t the
same as heads on” (p. 472). Additionally, the Joint Information Systems Committee (2008) suggests that
the amount of time the Millennials spend online has created a dangerous illusion of Millennials being
competent at using the internet to access information. They believe that Millennials have a tough time
evaluating information, don’t realize that they have a problem and actually think that they are proficient
at examining online content (2008). This makes them incredibly vulnerable to deceit through
misinformation. The food industry must be conscious of these characteristics as it affects the way that
Millennials will access information about farm animal welfare. Millennials may be easily convinced that
inhumane practices are standard in Canadian agriculture and will not take the time to evaluate the
information they receive. This becomes even more concerning given the ability of Millennials to share
information with one another online.
Papp (2010) outlines how one of the biggest changes for the Millennial Generation is their
ability to live within virtual words through online communication systems. Bolton et al (2013) describes
how Millennials spend a large portion of their time living online through social media sites. They use
these sites to develop and present a profile of themselves that they are comfortable sharing with the
world (2013). As a follow up to the Millennials’ susceptibility to manipulation through misinformation,
Bolton et al (2013) outlines how social media may further exacerbate this problem as it has increased
the power of “word of mouth” communication. Considine et al (2009) describes how Millennials
generally trust the information that they read on the internet, despite there being no filters on social
media sites regarding the truth of its content. Individuals generally trust their peers which could result in
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widespread dissemination of misinformation about farm animal welfare. In addition to social media
providing information, Bolton et al (2013) describe how Millennials use these sites to build personal
capital through establishing and maintaining relationships online. A problem with social media being
used to build personal capital is that the Millennial Generation gravitates towards collective
identification (Bennett, 2007). This means that as information becomes more and more popular, more
people want to get involved. Pairing this desire with not taking the time to evaluate information can
lead to widespread acceptance of misinformation and its resulting externalities.
This increased access to the internet makes it easier for Millennial to connect with others about
shared values and interests (Considine et al, 2009). This translates into them feeling more capable of
inducing change through their routine actions and behaviours in contrast to traditional civil duties such
as voting and being informed about elections (Bennett, 2007). The Millennials are experiencing a much
different reality then their parents did while growing up. Having two parents who worked meant that a
lot of their supervision has come from daycares and television (Taylor, 2005). Taylor (2005) describes
how these experiences have taught Millennials to fend for themselves from a very early age. This, in
partnership with the uncertainty that Millennials face with the job market and a struggling global
economy has made Millennials self reliant and confident in their capacity to shape their life (2007).
Bennett (2007) describes Millennials as finding satisfaction through personal citizenship such as
volunteer activities, consumer choices and joining different organizations. Bennett’s conclusions are
consistent with the recent increase in action that Canada has seen from organizations that support the
welfare of farm animals. Bennett (2007) outlines how Millennials have very little faith in the government
to meet the needs of their citizens. Organizations protesting against the treatment of farm animals are a
good example of Millennials trying to cause change through personal action instead of relying on
political figures to meet their needs. The food industry should look to find similar participation from
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Millennials who are interested in supporting and educating people about the way that their food is
produced and the way that farm animals are treated.
Gestation Stalls as a Case Study
Trying to understand all of the interesting and confusing dynamics involved with assessing and
implementing farm animal welfare is incredibly difficult. While each of the livestock production sectors
face unique animal welfare scenarios, it can be helpful to look at one specific debate to try and
understand the process involved. Recently, there has been an increase in public concern over the way
that sows are raised on pig farms. These concerns reflect negatively on the food industry and are
changing the way that some farmers approach raising pigs. The debate is about the use of gestation
stalls to house pregnant sows.
Presently, concern over gestation stalls is one of the most controversial topics in pork
production (Fraser, 2008; Tonsor et al, 2009a). A typical gestation stall is an individual crate with a feed
trough, a cement floor with slats and is about two feet wide by seven feet long. In their article on the
performance of gestating sows, Lammers et al (2007) outline some of the benefits and disadvantages of
these stalls. The advantages to this type of set up are that it makes it easy to remove manure, monitor
the sow, regulate feeding and protect the sows from one another. In this way, gestations stalls make it
easier for the farmer to protect the biological health of the sow and its fetuses during pregnancy. From a
biological standpoint, gestation stalls provide a high level of welfare for the sow. However, gestation
stalls also make it difficult for the sow to lie down and the limited space affects their ability to carry out
natural behaviour. From the standpoint of meeting affective needs and performing natural behaviour,
gestation stalls provide a very low level of welfare to the sow. These physical limitations have made
gestation stalls a popular concern among animal rights activists, the public and an increasing number of
governments (Moynagh, 2000; Tonsor et al, 2009b).
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A popular alternative to gestation stalls is housing sows together in larger pens (Spoolder et al,
2009; Barnett et al, 2000). These sows are perceived to have improved welfare because of their ability
to carry out natural behaviour. However, one of the biggest concerns with housing sows in groups is that
they will display aggressive behaviour towards one another. This aggression may harm the animal or
compromise the sow’s pregnancy (Arey, & Edwards, 1998). Despite these challenges, in their review of
the literature on gestation stalls, McGlone et al (2004) suggest that these risks can be mitigated through
proper care and management from the farmer. In addition to welfare, there has also been a strong
debate about the success of these sow’s pregnancies within different housing systems (Bates et al, 2003;
Harris et al, 2006). Studies have indicated differing results in the performance of pregnant sows. Some
studies suggest lower sow productivity when kept in groups (den Hartog et al, 1993; Barabri, 2000) while
others suggest similar or improved performance of sows kept in groups (Bates et al, 2003; McGlone et
al, 2004; Lammers et al 2007). With inconclusive performance results, the improvement in welfare that
comes from keeping sows in pens should bring an increase in the number of farms that house them this
way. When making these decisions it is important to consider the financial and spatial constraints of
housing pigs in larger pens and in groups. Switching from gestation stalls to group housing requires
significant modifications to barns. However, Harmon et al (2004) indicate that hoop barns are becoming
an increasingly viable option for raising pigs. These large tent-like structures are cheaper to build which
makes it easier to justify providing more space for the sows. The challenge will be incorporating these
facilities into the colder climates of Ontario, Manitoba and Quebec where so much of Canada’s pork is
produced.
In addition to debates between researchers, Goodwin and Rhoades (2009) provide an
interesting article explaining this debate on a public level. They indicate that those who do not support
gestation stalls use social media sources like YouTube to gain public support. Goodwin and Rhoades
discuss the effectiveness of these mediums as they meet the specific needs that Millennials have for
20
accessing information. Not only are these mediums effective but they are also popular with the public,
cheap and can easily reach a large number of people. In their study, Goodwin and Rhodes focused
specifically on YouTube content relating to Proposition 2 in California. This proposition called for an
increase in the space given to animals on farms. At the end of their study, Goodwin and Rhodes
concluded that the food industry had very little presence on YouTube in comparison to other
organizations that were supporting Proposition 2. The preferences of Millennials mean that they will
continue to use sites such as YouTube to learn about farm animal welfare. To ensure Millennials are
having a balanced discussion about livestock farming, agriculture organizations need to be using these
mediums as well. It is the responsibility of these groups to provide information on topics such as
gestation stalls as they are the ones who are in the best position to provide accurate information.
Without this, individuals have little to weigh against the information they receive from animal welfare
organizations. In California, Proposition 2 has been passed and the food industry is being forced to make
significant changes to the way they raise animals. Had the public been provided with more information
from the food industry, they may have gained a greater understanding of these spatial constraints and
the vote could have gone the other way. As technology, consumers and research continue to change,
the food industry must look to find new ways to effectively communicate with the public.
MATERIALS AND METHODS
The purpose of this study was to determine the Millennials need for information about farm
animal welfare. Research was performed using a survey to collect data from a representation of the
Millennial Generation. This method was chosen for two reasons. The first was that surveys allow for a
large sample size to be collected. Larger sample sizes provide a more accurate representation of the
desired population. The second reason was that the survey asked questions about animal welfare.
21
Because animal welfare is a sensitive topic, these types of questions are more prone to create a
response bias from participants. This means that participants answer questions differently in order to
appear more normal to the researcher. Using an anonymous survey helps to eliminate response bias by
separating the researcher from the participant and separating the participant from their answers. This
ensured that participants answered the survey in a way that accurately reflected their feelings.
A convenience sample of one hundred participants was acquired over two consecutive days of
data collection. A booth was set up in the University of Waterloo’s Student Life Center in a high traffic
area. Anyone walking by the booth could fill out the survey in exchange for a three dollar “Tim Card”.
The survey consisted of thirty four questions including multiple choice, open-ended and Likert-type
questions. Due to the length of the survey, a table and chairs were provided for participants to
encourage participation. A summary of the sample collected is outlined in Table 1. From this table we
can see that the sample is mostly limited to students between the ages of eighteen and twenty three,
from the University of Waterloo, who grew up in Ontario. Given this information, the recommendations
provided from this study are specific to this subgroup of the Millennial Generation. However, the results
of this study do provide insight into the entire he entire Millennial Generation and whether or not there
is a need for more research on this population and their need for information on farm animal welfare.
Table 1: Sample Summary
Sample Characteristics Amount
Sample Size 100
Male – Female 41 – 58
University of Waterloo Student 89
Grew up in Ontario 84
Age 18 to 23 86
22
Once the one hundred surveys were completed the data from the hard copy surveys was
transcribed into an Excel file. Participant’s answers for questions were assigned a number based on their
order of occurrence in the survey. For example, participants were asked what gender they identified
themselves as being. The second option provided for this question was “Female”. If the participant
answered that they were “Female” then a “2” was placed into the Excel sheet for that person’s
response. At the beginning of the survey students were asked to provide only one answer for the
questions unless otherwise stated. For questions where multiple answers were provided, the response
from that participant was not included in the data analysis for that question. However, this did not
exclude the participant’s responses to other questions. As such, analysis was done by comparing
percent of responses and not response frequency.
Initial analysis was performed by controlling for certain participant responses and comparing
results between these groups. Controlling for participant characteristics revealed different patterns
between sample subgroups. These patterns helped to answer the five research questions outlined in the
purpose of the study: Is the Millennial Generation interested in farm animal welfare? Do they access
information on farm animal welfare? If they access this information, where do they get it from and how
do they get it? What does the Millennial Generation do with this information? And what is the best way
to educate them about farm animal welfare? Once a pattern was identified between certain sample
groups, a Mann Whitney U Test was performed to identify whether or not patterns were statistically
significant. The Mann Whitney U Test was chosen for this data set as the data was discrete, the
responses did not show normal distribution and the research attempted to conclude whether different
groups within the sample were statistically different. This test was done with an alpha level of 0.05. In
the results section a p-value will be provided in brackets next to this value. A p-value that is lower than
0.05 indicates that groups are statistically different from one another.
23
RESULTS
Does the Millennial Generation care about farm animal welfare?
Table 2 outlines different sample groups and the percent of these groups that care about farm
animal welfare. Sixty eight participants answered agree or strongly agree when asked if farm animal
welfare was something that was important to them (68%). Results indicate that female participants are
more likely to think farm animal welfare is important than males (α= 0.05, p = 0.016). The bottom three
rows of Table 2 indicate that having more firsthand experience on farms increases the likelihood that
the participants believe farm animal welfare is important. Results suggest that those who have worked
on livestock farms are more likely to think farm animal welfare is important than those who have only
visited farms. However, this relationship could not be proven statistically significant due to the low
proportion of participants who had worked on livestock farms. Those who have visited farms are more
likely to think that farm animal welfare is important in comparison to those who haven’t visited farms
(α= 0.05, p =0.0088).
Similar results were achieved when participants were asked if they wanted to have more
information available to them about farm animal welfare. Sixty six participants answered agree or
strongly agree when asked if they would like to have more information (66%). Thirty participants were
neutral about the idea (30%) while only four participants were not interested in having more
information on farm animal welfare available to them (4%). Females were more interested in learning
about farm animal welfare than males (α= 0.05, p = 0.022). Those who had visited farms were more also
more interested in learning about farm animal welfare than those who had not visited farms (α= 0.05,
p = 0.0043).
24
Table 2: Characteristics of Participants who Stated that they “Agree” or “Strongly Agree” with the Statement:
Farm Animal Welfare is Something that is Important to You.
Characteristic Frequency Agree or Strongly Agree Percent
Total Sample 100 68 68%
Male 41 20 49%
Female 58 47 81%
Worked on a Livestock Farm 11 10 91%
Visited a Farm 48 30 62%
Not visited a farm 29 14 48%
Does the Millennial Generation access information on farm animal welfare?
Fifty nine participants had been presented with information on farm animal welfare (59%). Nine
of them went looking for the information (15%), thirty five came across it randomly (59%) and fifteen
said they came across this information in an “other” way (25%). Those who had been presented with
information on farm animal welfare were more likely to say that farm animal welfare was something
that was important to them (α = 0.05, p = 0.0013). They also rated their knowledge of farm animal
welfare higher than those who had not been presented with information on farm animal welfare (α =
0.05, p = 0.00034). However, when asked three knowledge-testing questions about farm animal welfare
there was no statistical difference between the answers provided by those who had been presented
with information on farm animal welfare and those who had not. These participants were also asked
how much attention they give to information about farm animal welfare. Twenty one respondents said
that they read all of the information (36%), twenty said that they read the information until they
understand the message (34%), fourteen said that they scan the information (24%) and only two
participants said that they ignore the information (3%).
25
All participants were asked what stops them from learning about farm animal welfare. The most
popular response for those who had accessed information on farm animal welfare was that the
information was conflicting (α = 0.05, p = 0.024). For those who hadn’t accessed information on farm
animal welfare the most popular response was that the information was difficult to access (α = 0.05, p =
0.0058). However, a relatively low number of participants highlighted these challenges as the obstacle
that keeps them from learning about farm animal welfare.
Where and how does the Millennial Generation get information on farm animal welfare?
Initially, participants were asked to identify the group that first provided them with information on
farm animal welfare. Eighteen participants said a friend or family member (36%), eleven participants
said in school (22%) and eight participants said in the news, a documentary or a television show (16%).
Only four participants first learned about farm animal welfare from a farmer (8%) and only two
participants first learned about it from a farming organization (4%). These results only include data from
participants who had previously been presented with information on farm animal welfare.
Participants were then asked to identify the source that they use the most to find information on
farm animal welfare. Thirteen participants said a news agency, documentary or television show (25%),
twelve said an animal welfare organization (23%) and eight said the government (15%). Only five
participants identified farmers as their ongoing source for information about farm animal welfare (9%)
and four identified farming organizations as their ongoing source (8%).
Graph 1 compares participants’ initial and ongoing source for information on farm animal welfare.
Results indicate that after participants first learn about farm animal welfare, they tend to use a different
source for providing them with ongoing information (α=0.05, p=0.0022). While the majority of
participants first learn about animal welfare from a friend or family member, very few go back to these
26
people for more information. The opposite is true for the government, news agencies and animal
welfare organizations.1
The second set of questions for this section was designed to determine how Millennials get
information on farm animal welfare. The first question asked all participants which medium they
thought was the most reliable for providing information on farm animal welfare. The most popular
response was that academic journals were the most reliable. However, only thirty five participants
provided this answer (41%) while fourteen answered face to face interactions (16%) and eleven
answered social media (13%).
1 Note on Graph 1: “In school” and “A professor or expert” only have one data set because these options were not
provided for both questions. These responses were designed to be a close substitute for one another given the context of the questions. All other groups were provided as options for both questions.
0%
5%
10%
15%
20%
25%
30%
35%
40%
Graph 1: Percent of participants who identified these groups as their initial and ongoing source for information on farm animal welfare
First Source
Ongoing Source
27
The next two questions focused only on participants who had been exposed to information about
farm animal welfare. The first question asked participants about the way that they first learned about
farm animal welfare. Nineteen of them said that the first learned about it through a face to face
interaction (38%), twelve said social media (24%) and ten said the television (20%). Participants were
they asked how they usually access information on farm animal welfare. Twenty three said that they
accessed this information through websites (43%), thirteen through face to face interactions (25%) and
eight through social media (15%).
Graph 2 compares the media that participants think are the most reliable to the ones that they
first used to the ones that they continue to use to find information on farm animal welfare. This
comparison indicates that participants prefer to use websites despite very few of them believing that
this is the most reliable medium. Furthermore, very few participants ever access information from
academic journals despite the majority of them believing that this is the most reliable source for
information on farm animal welfare. These findings suggest that Millennials are willing to sacrifice
reliability for convenience. In an effort to reach the Millennial Generation, experts on farm animal
welfare should look to use a broad range of media when publishing their research.
What does the Millennial Generation do with information on farm animal welfare?
Several survey questions were designed to determine how participants react to having received
information on farm animal welfare. The first question asked participants about their interest in farm
animal welfare after having learned about it. Thirty one participants said that learning about farm
animal welfare did not change their interest in the subject (53%) and sixteen said that they now actively
search for information on farm animal welfare (28%). Only nine participants said that they now try to
avoid information on farm animal welfare after having learned about it (16%).
28
The second set of questions was directed at all participants. The first question asked if
participants had ever provided others with information about farm animal welfare. Twenty eight
participants have provided information to others about farm animal welfare (28%). The second question
asked if participants had ever made suggestions to others about meat consumption based on
information about farm animal welfare. Twenty nine participants had made suggestions to others about
meat consumption based on this information (29%). Combining the responses of these two questions, a
total of forty one participants had either provided others with information about farm animal welfare or
had made suggestions to others about meat consumption based on this information (41%). Of these
participants, only nine of them rated their knowledge of farm animal welfare as good or very good
(22%). Furthermore, eleven of these participants claim to have never been presented with information
on farm animal welfare (27%).
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Television Social Media
Face to Face
Website Academic Journal
Other
Graph 2: Percent of participants who identified these mediums as their initial, ongoing and most reliable medium for providing information on farm
animal welfare
First Medium
Ongoing Medium
Most reliable medium
29
How does the Millennial Generation want to learn about farm animal welfare?
After determining the way that Millennials access information on farm animal welfare, survey
questions attempted to determine how this population wants to learn about the subject. The first
question asked participants who they thought should be responsible for providing information on farm
animal welfare. Participants were given one hundred points to distribute between the groups shown in
Graph 3. The average scores for each group were then converted into percentages for comparison
between other questions. It is important to note that this was the only question that collected
continuous data. Therefore conclusions drawn from comparison with other questions should be limited
to speculation and will require further research to determine their true relationship. Participants
believed that eighteen percent of the information should be provided by the government, seventeen
percent from farmers and sixteen percent from farming organizations. Graph 3 outlines the amount of
information on farm animal welfare that other groups should be providing.
18%
17%
7%
16%
12%
8%
10%
12%
Graph 3: Percent of total information each group should be responsible for providing on farm animal welfare
Government
Farmer
Food Retailer
Farm Organizations
Animal Welfare Organization
News
Third Party Certification
Public Education System
30
The responses for this question were then compared to the responses provided from
participants when asked which source they use the most for information about farm animal welfare
(Graph 4). Despite the limitations associated with comparing discrete and continuous data, this
comparison suggests that there is an imbalance between who is providing Millennials with information
on farm animal welfare and who Millennials think should be responsible for providing this information.
Participants tend to gather information on farm animal welfare from news agencies and animal welfare
organizations but believe that farmers and farming organizations should be responsible for providing
more of this information to the public.
The next question asked participants how they wanted to learn about farm animal welfare.
Participants were provided with seven education strategies and the option of writing down their own
preferred method of learning about farm animal welfare. Seventy three participants said that they agree
or strongly agree that they would like to learn about farm animal welfare by visiting a farm (73%).
0%
5%
10%
15%
20%
25%
30%
Graph 4: Comparing who should be responsible for providing information on farm animal welfare to the groups that are used the
most for accessing this information
Percent of information each group should be providing on farm animal welfare
Group that participants use the most for finding information on farm animal welfare
31
Seventy two participants showed interest in learning about the topic in an elementary or high school
class (72%) and sixty four were interested in government education programs (64%). Graph 5 displays
participants’ responses when asked: I would like to learn about farm animal welfare in the following
way.” Despite a strong interest in all of the education strategies provided, twenty five participants
indicated that they were not interested in learning about farm animal welfare from a movie or television
show (25%) and twenty two participants felt similarly about news and social media as a method of
learning about farm animal welfare (22%).
The majority of participants showed a strong interest in the education programs provided.
However, interest in these programs did vary depending on whether or not participants had been
presented with information on farm animal welfare. Of the participants who had been presented with
information on farm animal welfare, forty eight of these participants were interested in visiting a farm
(81%), forty eight were interested in learning about it in an elementary or high school class (81%) and
0%
10%
20%
30%
40%
50%
60%
70%
80%
Graph 5: Participants' answers to the statement: I would like to learn about farm animal welfare in the following way:
Agree - Strongly Agree
Neutral
Strongly Disagree - Disagree
32
forty two were interested in government education programs (71%). Participants who have not been
presented with information about farm animal welfare showed less of a preference for certain
education strategies. The least preferred method was through personal research (40% interested) while
the most preferred methods were through an elementary or high school class, visiting a farm and
through news or social media. Twenty four of these participants identified that they would be interested
in each of these three programs (60%).
DISCUSSION
This study was conducted to develop an understanding of the Millennial Generation and their
need for information on farm animal welfare in Canada. Over the next decade, the primary consumers
of livestock products will shift from Generation X to the Millennial Generation. Information provided
from this study can be used by the food industry to determine if this generation is important to them, if
current education programs address the needs of this generation and how the food industry can change
their education programs to better suit the needs of this population.
Five of Canada’s major livestock industries are controlled under a supply management system
(Duren, & Sparling, 1998). This means that Canadian’s consumption of livestock products is vital to the
success of our country’s food industry. Unlike other countries, Canada cannot afford to rely on exports
to support this market. Given the potential influence that perceived farm animal welfare can have on
meat consumption, addressing the public’s concern about this topic is necessary for the continued
success of our country’s food industry. The results of this study indicate that members of the Millennial
Generation eat a lot meat. Furthermore, this population has a strong tendency to provide suggestions to
others about meat consumption based on farm animal welfare. Moving forward, this data suggests that
33
the food industry must continue to meet the information needs of this population in order to protect
the success of their market.
While the food industry certainly has education programs in place, this study suggests that these
programs are not effectively reaching the Millennial Generation. Results indicate that this may be
because their programs do use media that accommodates this younger population. By comparison,
animal welfare organizations and news agencies do a much better job of providing accessible and
engaging information on farm animal welfare. This warrants concern from the food industry for several
reasons. The first is that animal welfare organizations and news agencies generally provide information
that discredits the way that livestock is raised on Canadian farms (Verbeke, 2005). While some animal
welfare organizations do promote alternative rearing practices, many high profile organizations such as
People for the Ethical Treatment of Animals (PETA) advocate against livestock rearing all together.
Furthermore, news agencies are unlikely to publish information about farm animal welfare unless they
discover an issue that is relevant to the public. As outlined in the literature review, once Millennials
develop a negative impression of livestock farming it becomes difficult for the food industry to gain their
trust. If the food industry continues to ignore this population, more and more consumers will develop a
negative impression of Canadian livestock farming. This will make it harder and harder to regain public
trust and regaining this trust will require more expensive and intensive farm education programs.
Campaigns that react to negative media coverage are less effective and more expensive for the food
industry. Farmers and farming organizations should work towards proactive education strategies that
teach Millennials about farm animal welfare from a very young age.
The second problem is that Millennials are not receiving balanced information on farm animal
welfare. Despite there being significant research to suggest that this topic is both confusing and
conflicting, less that forty percent of participants said it was conflicting while only thirteen percent said
34
it was confusing (Rollin 1993; Dawkins 1990; Duncan 2005; Fraser et al 2007; Fraser 2008). While it is
possible that participants are experts in farm animal welfare, the more likely explanation for this clarity
is that they aren’t receiving enough information to understand the complexity of this topic. Survey
results indicate that participants may perceive this information as clear and simple because they are
only hearing one side of the farm animal welfare story. This is an important issue for the food industry
as information about farm animal welfare can lead to changes in the consumption of livestock products.
Therefore it becomes incredibly important to ensure that consumers have accurate information about
the welfare of farm animals in Canada.
In recent years industrialization has led to people leaving rural areas in favour of larger cities. As
a result, consumers are becoming increasingly separated from the way that their food is produced.
However, animal welfare organizations and news agencies have begun to raise public awareness about
food production. This information has been beneficial as it allows consumers to make purchasing
decisions that better reflect their values with regards to farm animal welfare. According to consumer
behaviour, farmers can then modify their rearing practices to meet the demand for livestock raised
under a certain standard of care. However, this system of supply and demand will only be effective if
consumers have a well balanced understanding of farm animal welfare.
In order for this to happen, consumers need to be learning about both the benefits and
problems with current livestock rearing practices. With animal welfare organizations and news agencies
tending to focus on the problems with these practices, it is the responsibility of the food industry to
highlight some of the welfare benefits that these practices offer. Without this balance, animal welfare
organizations and news agencies have the potential to control changes to the livestock industry based
on the information that they provide. This puts livestock producers at the mercy of these groups without
giving producers the chance to justify what they do. The food industry must work to provide the
35
Millennial Generation with a more balanced understanding of farm animal welfare in Canada. This will
ensure that consumers make purchasing decisions that accurately reflect their values so producers can
modify their rearing practices to meet this demand.
The Millennials’ preference for information from animal welfare organizations and news
agencies is not surprising. Participants’ prefer to access information online which confirms the work of
Papp (2010) and Sweeney (2006). In comparison to farmers and farm organizations, news agencies and
animal welfare organizations have a much stronger online presence. While websites are common in the
food industry, Rhoades and Aue (2010) describe how members of the agriculture community might lack
the technological skills to effectively engage the public with their content. Where animal welfare
organizations and news agencies provide videos and interactive media, very few farmers and farming
organizations even have Youtube account (2010). However, this preference for accessing information
online warrants concern from the food industry. Considine et al (2009) warn that even if Millennials do
read the information thoroughly, this does not mean that they are skilled at evaluating the quality of the
source or the information being provided. This point is further reinforced by the finding that thirteen
percent of participants believe social media is the most reliable medium for providing information on
farm animal welfare. This response is even more troubling given that academic journals was provided as
an alternative answer for the question.
Of the participants who use animal welfare organizations as their primary source for information
about farm animal welfare, over three quarters of them access this information via websites or social
media. Given this information, concern from the food industry should be twofold. Not only is this
information discrediting Canadian livestock production, but Millennials also have trouble determining
what information is actually true and what isn’t. This system of education leaves the Millennial
36
Generation vulnerable to misinformation about farm animal welfare and as a result the food industry
becomes vulnerable to the consumers’ accompanying changes in purchasing behaviour.
Based on this information, the food industry should be making changes to the education
programs that they have in place. Despite the challenges that Millennials face, online information
provides a convenient way to teach this population about farm animal welfare. At a minimum, the food
and agriculture industry should work to build a stronger online presence. However, building this
presence will involve much more than increasing the amount of online information that they publish.
The food industry must work to provide information that is interactive, engaging and relevant. This type
of information will help the food industry balance the discussion on farm animal welfare which is
currently saturated with emotionally charged media that undermines the Canadian food industry.
However, the food industry should not work to simply replicate the education strategies of
animal welfare organizations and news agencies. The Millennial Generation doesn’t just want to learn
about farm animal welfare online. Results indicate a strong preference for education through visiting
farms and learning about farm animal welfare in the classroom. This presents an opportunity for the
food industry and government to collaborate on an education program for farm animal welfare in
Canada. This program should be proactive, include an online component and involve a farm visit through
a classroom setting. This method will accommodate the needs of Millennials while allowing farmers to
share their story about farm animal welfare.
One option is to incorporate virtual farm tours into the classroom. Food production is currently
a neglected topic within the Ontario public education system and a class that focuses specifically on
Canadian food production would offer a number of benefits to the public and the food industry. To
begin, this plan is proactive and will build public trust in the food industry from a very young age. This
will save the food industry time and money as it will reduce the need for expensive campaigns that react
37
to negative media attention. This class should show videos about farm animal welfare that are published
by the food industry, animal welfare organizations and news agencies. This will allow the students to
learn about both sides of the debate while providing them with the opportunity to ask their teacher
questions about the issue. As a result, Canadians will learn about livestock farming from a very young
age and will be able to make appropriate purchasing decisions according to this information. For
Millennials, the benefit of these tours is that they are online and can be accessed at the convenience of
the viewer. Online farm tours also offer several benefits to the farmers. Unlike actual tours, online tours
will eliminate biosecurity risks and minimize the time required from farmers to teach the public about
what they do. They are also cheap to produce, easy to share and allow the public to gain firsthand
experience with work on a Canadian livestock farm.
There are several challenges with bringing the public into Canadian farms. However, online tours
overcome these challenges and offer a realistic way to welcome the public into livestock barns so that
they can learn about what farmers do, why they do it and how their food is produced. This education
program is proactive, safe, time efficient and accommodating to the Millennials and the way they access
information. Online tours could also be extended to other sectors of food production including meat
processing, meat packaging and even vegetable farming. Bridging this gap between consumers and food
from an early age will build trust in food industry. As Canadians begin to gain a better understanding of
farm animal welfare, they will make purchasing decisions accordingly which will allow farmers to raise
livestock in a way that all parties can be proud of.
Despite the conclusive results of this study there are several constraints that limit the
generalizing capabilities of this research. Given the time constraints of this project, only one hundred
participants were studied as a sample of the entire Millennial Generation. This sample primarily
consisted of students from the University of Waterloo who grew up in Ontario and were between the
38
ages of eighteen and twenty three. Future research should collect a sample that includes Millennials of
all ages, who are from all over Canada and who have different levels of education. This will help the food
industry to gain a better understanding of the entire Canadian millennial population. As a result the data
collected will be better at helping the food industry design education programs that accommodate the
information needs of these consumers.
Future survey designs should also attempt to provide uniform questions. Data from several
questions in this survey were compared to hypothesize about consumer information needs. However,
some of options provided to participants were different for different question. To improve the
generalizing power of this study, questions that will be compared should provide the exact same
answers to participants. Additionally, questions that are being compared should be collecting the same
type of data; either nominal or ordinal. For this study comparing ordinal and nominal data did provide
some insight into the Millennial Generation (Graph 4). However, the definitiveness of these insights
would have been further reinforced had the data type been the same.
In conclusion, this data identifies a need for the food industry to modify its public education
strategies. Future programs should look to do a better job of accommodating the needs of the Millennial
Generation. This study suggests that these programs be proactive, available online, in a classroom
setting and include a farm tour. It is important to note that the recommendations provided are based on
the Millennial Generations need for information on farm animal welfare and the potential market
implications that may ensue. Future studies should attempt to quantify the impact that these education
programs have on the Millennials generations’ purchasing behaviour. This will help the food industry
determine the economic benefit of teaching Millennials about farm animal welfare. Pairing this type of
research with the research presented above will help the food industry develop an education program
that optimizes trust, knowledge, profits and above all farm animal welfare.
39
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