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

“Factory farming” is a common phrase used by animal advocates to describe the intensive raising of farmed animals for human consumption, also known as industrial or intensive animal agriculture. The origins of the phrase “factory farming” can be traced back to the late 1800s, when it had more positive connotations than it does today. At the time, factory farming was used to communicate efficiency and productivity in a period where agricultural technology was evolving rapidly. In the 1960s, “factory farming” became a more negative phrase, meant to express animal welfare concerns, which is how animal advocates use it today. However, does the phrase “factory farming” really communicate what advocates want?

While there is some research to suggest that most of the U.S. population is familiar with the concept of factory farming, the evidence is mixed. This is likely due to the fact that the term lacks a clear and consistent definition and survey methods have varied. A national survey conducted in 2010 found that familiarity with the term rose from 49% to 64% between 2008 and 2010, while another survey conducted in 2019 found that only 53% of registered voters reported any familiarity with industrial or large-scale animal farming at all. In some contexts, the term “Concentrated Animal Feeding Operations (CAFOs)” has been used in reference to factory farming, but this is a technical term developed specifically for regulation under the Clean Water Act of 1972 that is even less well understood by the general public, according to research conducted by Topos.

What is clear from recent research, however, is that when the public is provided with a definition of factory farm or is asked about specific practices typically ascribed to factory farming, most have a negative impression of factory farming and find these practices unacceptable. Faunalytics’ recent survey of 1,049 U.S. adults found that 71% to 85% of participants disapproved of common animal agriculture practices used in factory farms, with confinement methods drawing the most opposition. This is consistent with findings from a recent ASPCA survey of 1,000 U.S. adults, in which a majority reported being somewhat to very concerned about the effects of industrial-scale farming on animal welfare, and 75% expressed support for banning new factory farms. Similarly, while baseline awareness of CAFOs may be low, a 2023 survey of registered voters found that 54% were in support of a moratorium on new CAFOs.

Overall, findings from previous research suggest that most U.S. adults are concerned about factory farming practices, specifically regarding conditions for animals, but the term “factory farm” itself is ambiguous and may not necessarily convey what animal advocates intend it to. Given the discrepancy between the U.S. public’s understanding of the term “factory farm” and their sentiments toward the practices factory farming entails, there is a need to communicate differently about factory farms.

This study aims to address this communication gap by testing “animal factory” and “industrial animal agriculture” as alternative terms to “factory farm” in a survey of U.S. adults. Alternative terms were first identified through a review of related studies and initially tested in a pilot survey of 100 participants, which supported the selection of “animal factory” and “industrial animal agriculture” for further testing. The findings will help build a better understanding of how U.S. adults understand and perceive the term “factory farm” while providing evidence that may support the use of alternative terms, enabling more effective messaging to the U.S. public and stronger advocacy outcomes regarding the restrictions of common factory farming practices.