The ongoing scrutiny of the meat industry for its negative impacts on climate change, animal welfare, antibiotic usage, and public health has made many people in the U.S. concerned about the honesty of food marketing. For example, the use of product labeling allows companies to promote their animal products as ethical or humane, masking the real conditions under which animals are kept and slaughtered. This is known as humanewashing.

This nationally representative survey of nearly 1,150 U.S. adults asked respondents to share their beliefs about food transparency issues, such as regulations on meat labeling and promotions as well as the misleading nature of meat marketing. 

The survey revealed that 69% of U.S. adults are concerned about where their food comes from. Although affordability had the most influence on purchasing decisions, animal welfare, sustainability, and the origin of products also played an important factor in the decision process. Respondents favored products labeled “humanely raised” and “antibiotic-free.” 

After reading a definition of humanewashing, 57% of adults said they would be less likely to purchase from a company that engaged in humanewashing, with concerns that animal welfare practices are being misrepresented. Respondents also voiced concerns that companies were overcharging for products labeled as ethical even when animal welfare was not prioritized. 

The majority (88%) of respondents felt that it was important that the information meat companies provide is transparent and externally verified. 81% support stricter regulations for animal product labeling and 87% support greater transparency over antibiotic usage. For 71% of respondents, selling products wrongly marketed as being raised without antibiotics would significantly impact their trust in their grocery store.

After learning about humanewashing, many respondents revealed that they felt more uncertain about the claims made on animal product labels. At the beginning of the survey, 49% reported feeling skeptical over food labels, compared to 65% after the definition of humanewashing was provided.

These results suggest that consumers in the U.S. want companies to be held accountable for engaging in humanewashing. It appears that many people also want to see transparency, accountability, and enforcement of high standards when it comes to food labeling. Given the concerns around this issue, animal advocates can use this information to raise awareness of humanewashing in their campaigns and call upon governments, food suppliers, and meat companies to engage in more transparent, welfare-friendly practices.