Animal Factory, Factory Farm, Or Something Else? Testing The Language Of Advocacy Webinar

The words we use to describe intensive animal agriculture shape how the public responds to our campaigns — but does "factory farming" actually land the way advocates intend? A new Faunalytics study put that assumption to the test, surveying U.S. adults on how they perceive "factory farm," "animal factory," and "industrial animal agriculture." The results offer practical guidance for anyone crafting campaign materials, petitions, ads, or policy messages. Notably, "animal factory" drew the most negative impressions of the three terms, with nearly 80% of participants reporting a negative reaction — while "factory farm" remained the most familiar and "industrial animal agriculture" the least understood by general audiences. Join us for a 30-minute conversation with the researchers and advocates behind and around this work: Dr. Allison Troy (Faunalytics), who oversaw the study Erika Berglund (JG Research), the study's lead author Natalie Braine (Project Phoenix), bringing the frontline advocacy perspective Together they'll walk through the study's findings, what they mean for messaging strategy, and how you can put these insights to work in your own advocacy. There will be time for your questions.