“Evolving Together”: Pax Fauna’s Narrative Research Reports

Starting in Spring 2021, Pax Fauna spent 18 months conducting extensive original research on public opinion and narrative around animals used for food. The purpose of this research was to identify new messaging and tactics that could close the apparent gap between the portion of the American public who are scornful of factory farms and slaughterhouses (with surveys finding as much as 48% support for banning slaughterhouses) and those who favor the preferred “veganism” framing of animal advocates (as little as 2%).

For the most concise, digestible version of this research, see the interactive website and short video published at https://narrative.paxfauna.org/

For a deeper dive with top recommendations for organizations and individual activists, see the executive summary.

And for a truly exhaustive look at this research, see our full series of five reports. I was the PI and author for all but one of these reports and both resources above:

1. Framing the Food System: a Review for Animal Advocates of FrameWorks Institute’s Foundational Study

2. A Review of Contemporary Research into Public Perceptions of the Slaughter Industry

3. Analyzing the Landscape of Narratives about Farming Animals: Advocates, Media, and Industry*

4. Using Private Interviews to Deeply Probe the General Public’s Views on Farming Animals

5. Developing a Messaging Strategy to End Animal Farming Using Focus Groups

*authored by my co-founder Eva Hamer