The rising popularity of brachycephalic (flat-faced) dogs presents a significant welfare contradiction: as scientific evidence increasingly demonstrates their severe health challenges, more people choose these breeds. This concerning trend has prompted researchers to examine the psychological and social factors that drive people to select dogs with such an extreme conformation, despite knowing their health risks.

This U.K.-based study aimed to assess current attitudes toward brachycephalic dogs and identify key barriers to improving their welfare. The study categorized brachycephalic dogs into two groups based on their skull shape as measured by craniofacial ratio (CFR):

• Extreme brachycephalic breeds (CFR ≤ 0.25), which included the Pug, English Bulldog, French Bulldog, Boston Terrier, Japanese Chin, Pekingese, and Shih Tzu
• Mild-moderate brachycephalic breeds (CFR 0.26-0.60), which included the Boxer, Bullmastiff, Cavalier King Charles Spaniel, Chihuahua, Lhasa Apso, Maltese, and Pomeranian, as well as crosses of extreme brachycephalic breeds

Using an online survey of 2,006 dog caregivers, the authors examined three main factors:

1. The normalization of known health problems;
2. The aesthetic preference for flat faces; and
3. The appeal of perceived “laziness” and other features in these breeds.

The sample was made up of 964 non-brachycephalic dog caregivers and 1,042 brachycephalic dog caregivers, of whom 706 had dogs with mild-moderate brachycephaly and 336 had dogs with extreme brachycephaly. Most participants were female (75%) and between 26 and 35 years of age (34%).

Several concerning patterns emerged from the findings. Caregivers of brachycephalic dogs were more familiar with the term “brachycephaly” than non-brachycephalic dog caregivers, yet they had a number of misconceptions about the health implications of being flat-faced. Only about half of brachycephalic dog caregivers believed that these breeds had shorter lifespans compared to over three-quarters of non-brachycephalic dog caregivers. Even more troubling, some brachycephalic dog caregivers believed that there was no lifespan difference (30 to 34%) or that these breeds lived longer (7 to 10.5%).

Brachycephalic dog caregivers placed less importance on lifespan in breed selection, instead prioritizing aesthetic preferences for flat faces. While all caregivers favored features like floppy ears and large, expressive eyes, caregivers of extreme brachycephalic dogs were significantly more likely to prefer flat faces (12%) and short necks (12%) compared to other caregivers. Brachycephalic dog caregivers showed stronger preferences for characteristics like wrinkled skin, short legs, and short tails as well.

The study also uncovered a correlation between preferring flat-faced dogs and viewing “laziness” as a desirable trait. Brachycephalic dog caregivers were more likely to prefer “lazy” dogs (8%) compared to non-brachycephalic dog caregivers (3%), suggesting that they see “laziness” as a benefit of having these breeds rather than a symptom of their flat-faced condition.

Desiring “laziness” was particularly common among caregivers who conducted minimal pre-purchase research. While most caregivers conducted some pre-purchase research, brachycephalic dog caregivers were about three times more likely to do minimal research, and significantly less likely to conduct extensive research, compared to non-brachycephalic dog caregivers. They were also more likely to rely on social media rather than veterinary or breeder expertise when researching their dog’s welfare needs.

Despite paying premium prices for their dogs (up to £5,000), brachycephalic dog caregivers were less likely to follow recommended puppy-buying practices, such as meeting the puppy’s parents or waiting to acquire the puppy after eight weeks of age. However, most (66 to 68%) claimed health test results would influence their purchase.

Brachycephalic dog caregivers were also four times more likely to breed their dogs (15 to 17%) or plan future breeding (19 to 20%) compared to non-brachycephalic dog caregivers, though most (87 to 88%) didn’t identify as breeders.

All caregivers normalized health issues in flat-faced dogs to a certain extent, including anxiety (27%), exercise intolerance (26%), and sleeping while sitting (24%). However, brachycephalic dog caregivers showed higher overall normalization of clinical signs compared to non-brachycephalic caregivers, though their views varied by specific symptoms.

Perhaps most concerningly, nearly 14% of caregivers of extreme brachycephalic dogs reported that nothing could discourage them from buying these breeds — almost twice the rate of the other caregiver groups. While health problems, welfare issues, and reduced quality of life were the most common deterrents across all groups, non-brachycephalic dog caregivers were significantly more likely to be concerned about these factors than brachycephalic dog caregivers.

By including both brachycephalic and non-brachycephalic dog caregivers, this study offered broader insights than previous research. Though female participants outnumbered male participants, this gender distribution was more balanced than in prior studies and reflects typical companion animal caregiver patterns, and the authors believe this likely has minimal impact on the validity of their findings.

In summary, while educational campaigns are essential to address widespread misconceptions about flat-faced dogs’ health issues, it’s important for animal advocates to understand that a core group of caregivers remains strongly committed to these breeds despite known risks. This resistant population consistently prioritizes aesthetic preferences over welfare concerns, showing little response to evidence about health problems.

Thus, future educational campaigns might be more effective if they focus on debunking specific myths and highlighting shortened lifespans, rather than making broad statements about breed health. Additionally, delivering these messages through social media and community forums, featuring authentic experiences from caregivers and influencers, could be more impactful than traditional advertising methods. Finally, given the entrenched resistance identified in this research, meaningful improvements in brachycephalic dog welfare may ultimately require legislative intervention rather than relying solely on education.