U.S. consumers are well-known for their love of pets. A growing number of consumers are also showing more support for organizations that aim to protect animals and advocate for their humane treatment according to a new survey from the National Council for Animal Protection (NCAP) and the Humane Research Council (HRC). This growing support suggests that animal-rights groups may be enjoying a fund-raising environment that is friendly to their cause.
Earlier this year, the NCAP and the HRC jointly surveyed over 1,000 consumers regarding their attitudes toward animal protection as a charitable cause. When compared to 5 other categories, animal rights came out as the top concern for 85% of U.S. adults. Analysts note this figure is a significant jump from the 71% of adults who supported animal rights groups in 2005. Surveyed consumers also told researchers the following:
- Humans have an obligation to never harm animals 74%
- Animals should be protected from all suffering and harm caused by humans 79%
Researchers detected other positive changes in consumer attitudes toward animals. For example, more people are now adopting pets from shelters in order to improve their quality of life. Researchers also measured an increase in the number of consumers who are cutting back on their consumption of meat and dairy products.
Wim DeKok, president of NCAP, notes, “The outcome of the survey is quite encouraging, and if this humane trend is sustained, it means that better days are ahead for the animals in our nation.”
At least 24% of consumers devote some of their time and donations to animal cause groups according to AudienceSCAN. These consumers tend to be female (59.4%) and suburban-based (47.6%). Over 85% of these consumers will shop at a different store in order to support a cause they believe in, so animal-rights groups may want to partner with retailers to increase the effectiveness of their promotions. About 32% of these consumers say they’ve taken action as a result of a magazine (digital or traditional) ad they’ve seen in the past 30 days, a rate that is 31% higher than average.
AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.