A 2004 study sponsored by the National Council for Animal Protection (formerly Summit for the Animals). This research was based on a comprehensive survey providing a detailed overview of public opinion regarding the animal protection movement. The research was presented at the 2005 Summit for the Animals meeting and is available only to current members of the National Council for Animal Protection.

Unexpected Findings

1. The public overall is neither very aware nor has well-formed beliefs about the animal protection movement, suggesting that animal protection (AP) issues are far from “top of mind” for the adult population.
2. Despite low overall awareness, the public’s belief in the importance of treating animals humanely, its favorability toward the AP movement, and its support for AP’s goals (as perceived by respondents) are all very high. This suggests that a lack of knowledge about AP does not prohibit one from having positive favorability toward the cause.
3. However, an equally important finding is that half of the adult population thinks the AP movement is “extreme,” and people are six times likelier to say “extreme” than “cautious.” Also, one in five adults agrees that animal rights activists are “terrorists willing to use violence.” Even AP’s strongest supporters are just as likely to say AP is extreme as they are to say cautious.
4. Interestingly, while there is some indication that use of the term “animal rights” elicits more negative attitudes than either “animal protection” or “animal welfare,” the differences are small or at the margin of error. It seems that while people are slightly negatively influenced by the term “animal rights,” the relative sensitivity to the term is not as great as many might have expected.
5. There is significant evidence that those with higher levels of education have less concern for the humane treatment of animals and less favorable opinions of AP organizations and activists than those with less education. Interestingly, while those with higher education are more supportive of progressive causes in general, they are less supportive of AP than those with less education.
6. Overall, African Americans (and to a lesser extent Hispanics and Latinos) are significantly more ambivalent toward AP. Partly attributable to less awareness and knowledge of the issue, these ethnic groups are much more likely to be “neutral or conflicted” toward AP overall.

More Key Findings

1. Animal protection does not seem to have captured very much public attention, and a significant number of people cannot name an organization or provide a term to describe AP.

2. Generally speaking, attitudes toward the concept of protecting animals from harm are very positive for the majority of the U.S. adult public.

3. In addition to positive attitudes toward animals, a majority of the public has a generally favorable opinion of animal protection and supports its goals.

4. However, despite the public’s high overall favorability of and support for AP, most people believe that AP’s activities are “extreme.” Additionally, respect for AP organizations and activists is somewhat lacking, and a majority of people believe the AP movement has had only a small impact on public policy.

5. Based on three key variables — favorability toward the AP movement, support for its goals, and respect for AP activists — we can classify the adult US population into the following key groups or “profiles” and corresponding percentages:

   • Strong supporters (21%)

   • Qualified supporters (40%)

   • Neutral or conflicted (30%)

   • Strong detractors (9%)

6. Strong supporters, by definition, are very positive toward animal protection overall, but there remains room for reinforcing favorability and action, even with this group.

7. Strong supporters are also quite skewed in important ways, such as being dominantly females who have companion animals, and including people who are generally more progressive in nature.

8. Animal protection’s strongest detractors, on the other hand, skew even more dominantly male and slightly more ethnically white.